The BBC’s flagship football highlights program, Match of the Day, is reporting a significant boost in its audience this season, driven by a strategic shift toward digital content. While traditional television viewership for the weekend broadcasts has seen a decline, a new initiative to release highlight clips online has attracted millions of additional viewers.
Official figures reveal that by the end of December, combined views for the full evening programs and the new digital clips on BBC iPlayer reached 61.9 million. This marks a substantial increase from the 45.4 million recorded during the same period last season and nearly doubles the digital consumption seen in the 2022-23 campaign.
The surge is attributed to a key change in the program’s format. For the first time, the BBC began publishing short highlight packages from Saturday’s Premier League matches on its website and mobile apps at 8 p.m., hours before the full television broadcast. This move, part of a renewed rights agreement with the Premier League, appears to have successfully captured an audience seeking immediate, bite-sized content.
This digital-first approach comes as the traditional linear broadcasts on BBC One and BBC Two have experienced a dip in viewership, a trend consistent with wider shifts away from scheduled live television. The program has also undergone a presenter change this season, moving to a rotating team after the departure of its long-time host, though the direct impact of this change on ratings is unclear.
The corporation has expanded its focus on digital clip rights across football, securing similar highlight agreements with other major European leagues. The early success of this strategy with Match of the Day suggests a changing model for how sports highlights are consumed by the public.