The enduring popularity of Strictly Come Dancing has proven resilient despite facing various controversies over its two-decade run. The BBC’s iconic dance competition has managed to maintain its uplifting and joyful essence on television screens, even amidst scandals involving contestants’ infidelity and allegations of misconduct against professionals Giovanni Pernice and Graziano Di Prima, both of whom have denied any wrongdoing.
However, as viewership numbers show a gradual decline each year and with hosts Tess Daly and Claudia Winkleman preparing to depart after the current season, it is evident that the show will require a significant overhaul in preparation for the upcoming year, especially with Celebrity Traitors emerging as a major competitor for the BBC’s flagship program.
The recent success of the show cannot solely be attributed to traditional television’s decline, as demonstrated by the impressive viewership of over 12 million tuning in to witness Alan Carr’s journey through the competition up to the final roundtable.
With several more weeks left of Tess and Claudia’s tenure as hosts, the dawn of a new chapter for Strictly Come Dancing is on the horizon. The show has already begun implementing significant changes, particularly in its efforts to appeal to a younger audience.
In a strategic move to engage younger viewers, Strictly has been enlisting social media influencers since Joe Sugg’s participation in 2018. This season marked a milestone with the inclusion of the show’s first TikTok personality, George Clarke, whose presence has generated millions of views on the show’s TikTok platform, with George prominently featured in many of the most-watched clips.
Furthermore, this weekend will witness a groundbreaking collaboration as Britain’s Got Talent winners Diversity join forces with Strictly’s professional dancers for a unique performance. Following that, the show will feature a special routine during Blackpool week, showcasing the return of four iconic alumni – Ashley Roberts, Danny Mac, Jay McGuiness, and Layton Williams – to dance alongside the current professional cast.
While Strictly has shown a willingness to evolve its format, there is potential for further innovation by taking inspiration from its American counterpart, Dancing with the Stars. The enduring success of the US series, celebrating its 20th year on ABC with increasing viewership numbers, particularly among Gen Z audiences, serves as a testament to the effectiveness of certain strategies.
The current season’s lineup is diverse, featuring reality stars, nostalgic TV and film personalities, social media influencers, and TV presenters. Each week is themed, with contestants tackling various challenges such as TikTok Night, Wicked Night, Dedication Night where family members participate in routines, and a 20th Birthday Party celebration that reunites former contestants with this year’s participants.
Although some of the themes on DWTS may seem gimmicky, they have contributed to the show’s success, coupled with the enthusiastic embrace of TikTok by the cast, with each star actively sharing videos regularly.
There are valuable lessons that Strictly’s decision-makers can glean from the popularity of Dancing with the Stars, particularly among younger viewers. This insight could also influence the selection of replacements for Tess and Claudia. While established names like Zoe Ball or Jenette Manrara are viable options, appointing a social media influencer as co-host could prove strategic. George Clarke emerges as a promising candidate for this role.