New research reveals the extent of the BBC's role internationally and changing global trends
The Impact and Influence research demonstrates that, predominantly through the BBC World Service, the BBC is unmatched in driving favourable impressions of the UK.
The BBC is the country's most recognised cultural export internationally with 76% of influential audiences around the world having heard of BBC News – higher than any other British cultural export including British sports, films and universities.
The research, which was conducted by independent research company Tapestry, also found the BBC to be the most trusted international news provider amongst all audiences and indicates that BBC users around the world are more likely to invest in the UK than non-users. In fact, 73% of BBC users intend to invest in the UK in the future compared with 51% of non-users.
The Impact and Influence research sought the views of audiences around the world on varying international news providers as well as the BBC. It suggests that those audiences consuming the Chinese state broadcaster, CGTN, and Russian state broadcaster RT, have a direct influence on their country's respective favourability.
The research indicates that 71% of CGTN consumers view China favourably while 58% of RT consumers view Russia favourably, and that over the past three years, China has shown a considerable increase in favourability. The growth in favourability appears across all countries included in the study with the biggest increases in African countries Nigeria and Kenya. Trust in their services has also increased.
As press freedom has been in retreat globally since 2021, over the same period we have seen a rise in the demand for free media with Kenya, Indonesia, India and Mexico seeing the largest increases.
Tim Davie, Director-General, BBC says: 'Our international output is unmatched when it comes to delivering impact and influence around the world for democratic values and UK plc. Of course, these results are the byproducts, not the aim, of BBC World Service journalism, but they are remarkable nonetheless, supporting UK security, trade and influence. We stand ready to do more, to make the most of this opportunity, meet an increasing demand and grow our global audience, leveraging the crucial role we play in the UK's global standing.'
Jonathan Munro, Global Director, BBC News says: 'It's clear from this research that amidst increasing polarisation, huge surges in disinformation and the drastic reduction in press freedom, audiences value the BBC World Service and our trusted news offer. The BBC World Service has a vital role in delivering for audiences globally, particularly in light of the outcomes from China and Russia's heavy media investment, but we cannot take our position for granted which is why we're ambitious for what more we can do in this uncertain, unstable global landscape.'
Further findings from the research include:
While a preference for democracy has fallen across multiple countries, the fall is most evident in Asia and the Middle East
BBC users are significantly more likely to believe in democratic values than non-users and are more likely to participate in democratic processes such as voting in an election or contacting an elected official
BBC users associate the UK with values such as free speech and freedom of the press significantly more than non-users
BBC users are more likely to agree that the media in their country should be free to report on anything they want to without restrictions
Accuracy, independence and impartiality are the most important qualities for news users globally but are the least associated with local news providers
BBC Director-General, Tim Davie, will be making a speech from MediaCity in Salford later this week and will be touching on some of these themes whilst saying more about the role of the BBC in today's world.
RM3
Notes to editors
Read the Impact and Influence report
The research was conducted amongst a sample of 23,000 individuals across 18 countries from 7 January to 4 February 2025
BBC World Service delivers news and current affairs around the world in 42 language services including English across a mix of video, audio and online output. Mainly through the BBC World Service, the BBC reaches a weekly audience of 450m and is ranked first by global audiences for trust, reliability and independence amongst international news providers.
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