Sidemen Manager Warns BBC: Adapt or Become Irrelevant

The BBC is in danger of becoming the Titanic of the media industry—massive but culturally irrelevant to Generation Z—if it doesn't initiate a substantial shift to engage younger audiences, according to Jordan Schwarzenberger, manager of the successful YouTube group, the Sidemen. With over 100 million subscribers collectively, the Sidemen represent a significant force in the digital entertainment realm.

In his conversation with The Guardian, Schwarzenberger expressed his admiration for the quality of the BBC's productions, stating that he genuinely wants the organization to thrive. However, he cautioned that the BBC and other mainstream broadcasters are exhibiting a “defeatist mentality” by demanding new regulations that would compel digital platforms like YouTube to prioritize their content.

Schwarzenberger emphasized the disconnect between the BBC and younger audiences, who are increasingly turning away from traditional media and streaming platforms. “It’s a Titanic,” he remarked. “That’s not to say that it’s going to crash today, but it’s so big and it’s so unfit for purpose in relation to these big changes that are far bigger than them.” He highlighted that the transformation in media consumption over the past five years has been more significant than in the previous half-century. He noted a clear demarcation between pre-TikTok and post-TikTok media engagement.

Schwarzenberger posed a critical question regarding the BBC's relevance to Gen Z: “Is it the Sidemen or the BBC who has more relevance amongst Gen Z? It’s the Sidemen all day, every day—and they’re just one creator.” He expressed concern that the BBC is not acknowledging the extent of this disconnect and stressed that young people are unlikely to return to the BBC without a fundamental shift in how the organization operates.

Despite the BBC's reputation for high-quality content, Schwarzenberger pointed out that younger audiences see a competitive global market filled with diverse entertainment options. He questioned the rationale behind mandatory payments for BBC services when alternatives are available. “Why am I forced to pay?” he asked, reflecting the sentiments of many young viewers.

As one of Europe's most prominent YouTube collectives, the Sidemen—including notable figures like KSI, a well-known creator, rapper, and boxer—demonstrate the changing landscape of media consumption. Schwarzenberger, 28, intervened in the conversation to ensure that the voice of Gen Z is heard, stressing that the BBC must adapt to the realities of a new generation.

Schwarzenberger's remarks were partly in response to Patricia Hidalgo, the BBC's director of children and education, who expressed concerns about the overwhelming presence of American content on YouTube. Hidalgo warned that this trend could weaken children's ties to British culture and language due to the algorithm's tendency to promote creators like Ms. Rachel and Blippi.

Rather than seeking to manipulate the rules of content prominence on platforms like YouTube, Schwarzenberger suggested that the BBC should focus on investing in the next generation of content creators. “It’s actually about leaning in to the distribution kids today want, and the type of content they engage with,” he explained. He believes that understanding and adapting to current viewing habits are essential for the BBC's survival.

As the media landscape continues to evolve rapidly, the BBC stands at a crossroads. The insights provided by Jordan Schwarzenberger serve as a wake-up call for the organization to rethink its strategies and reconnect with young audiences. Without embracing the changes in media consumption and fostering new talent, the BBC risks becoming obsolete in a world where digital content reigns supreme.