The BBC is at a crossroads, and if it doesn’t adapt, it risks becoming the Titanic of the media world—sinking into irrelevance for Generation Z. This stark warning comes from Jordan Schwarzenberger, the manager of the Sidemen, a YouTube collective with over 100 million subscribers. While he praises the BBC for its ‘great entertainment,’ he argues that the broadcaster’s survival hinges on a radical shift to connect with younger audiences. But here’s where it gets controversial: instead of lobbying for new rules to force platforms like YouTube to prioritize their content, Schwarzenberger believes the BBC should embrace the digital landscape and invest in the next generation of creators.
In a candid interview, Schwarzenberger highlights a growing cultural disconnect. ‘The BBC is like the Titanic—not sinking today, but ill-equipped for the massive changes reshaping media,’ he says. He points to the seismic shift in content consumption, particularly the pre-TikTok and post-TikTok divide, which has transformed how people, especially Gen Z, engage with media. And this is the part most people miss: younger audiences don’t just see the BBC as outdated—they view it as irrelevant in a global market flooded with diverse content options. ‘Why should I pay for something I don’t connect with?’ they ask.
Schwarzenberger’s concern is rooted in what he calls a ‘defeatist mentality’ among traditional broadcasters. Rather than competing with global giants like YouTube, TikTok, or Netflix, many are lobbying for regulatory advantages. But he argues this approach is shortsighted. ‘It’s not about bending the rules,’ he says. ‘It’s about meeting young audiences where they are—on the platforms they use, with the content they crave, in formats they love.’ This might mean creating content that feels less like Blue Peter and more like what thrives on TikTok or YouTube.
The Sidemen, whose members include rapper and boxer KSI, are a prime example of this new media landscape. ‘Who’s more relevant to Gen Z—the Sidemen or the BBC? It’s the Sidemen, hands down,’ Schwarzenberger notes. This isn’t just about popularity; it’s about understanding and adapting to the existential shift in media consumption.
The debate heats up when addressing remarks by Patricia Hidalgo, the BBC’s director of children and education, who warned that American content on YouTube is eroding British children’s cultural ties. While valid, Schwarzenberger counters that the solution isn’t to restrict access but to ‘lean into the distribution kids want.’ He criticizes broadcasters for feeling overwhelmed by global tech giants, arguing that ‘this defeatist mindset is their biggest obstacle.’
The core issue, he says, is a disconnect between what younger audiences watch and what BBC executives understand. ‘Many industry leaders aren’t even active on these platforms,’ he points out. But here’s the thought-provoking question: Is the BBC willing to reinvent itself, or will it cling to outdated models and risk becoming a relic of the past? Let’s discuss—do you think the BBC can adapt, or is its decline inevitable? Share your thoughts in the comments!
