Strictly Come Dancing, the popular BBC television competition, is reportedly undergoing a significant shift in its casting strategy, aiming to attract a younger demographic, a move that insiders suggest risks alienating its established older viewership.
For its upcoming 24th season, set to premiere in September, executives are said to be lifting a previous restriction on signing numerous reality television stars. This strategy is reportedly driven by a desire to capture the 18-to-24 age group. Among the names reportedly considered or signed are Love Island winner Cach Mercer and Chris Appleton, the celebrity hairdresser known for his work with Kim Kardashian. Both have a notable presence on social media platforms favored by younger audiences.
Sources within the BBC have described a division regarding the show's direction, with some executives pushing for the inclusion of "young influencer types" who may be unfamiliar to older generations. This contrasts with previous seasons, which featured fewer reality stars and more established figures. The inclusion of figures like Mercer and Appleton is seen by some as a departure from the show's traditional appeal.
Further contributing to potential shifts in the show's demographic appeal is the new presenting line-up, which includes Emma Willis and Josh Widdicombe. While a third host, Johannes Radebe, remains popular with older fans, the pairing of Willis and Widdicombe is viewed by some as potentially less appealing to the show's long-standing audience. The article notes that Dani Dyer, another Love Island personality, is also set to compete after withdrawing from the previous season due to injury.
This casting approach comes as the BBC faces ongoing discussions about its programming for older demographics. Critics suggest that by chasing a younger audience that may prefer online content, the corporation risks alienating its core viewers who rely on shows like Strictly for entertainment. These viewers, who pay the TV license fee, are seen as crucial to the show's and the BBC's continued support.
The show's production is also undergoing changes with the introduction of five new, younger professional dancers, replacing four older female professionals. This move further signals a commitment to a refreshed image for the competition.
Despite the internal debate, the show is preparing for its new season with a blend of contestants. Alongside the younger signings, established figures such as EastEnders actress Lacey Turner, former Neighbours star Delta Goodrem, and Paralympian Dame Sarah Storey are also reportedly part of the cast.