The BBC in Wales
Audience performance
The BBC is the most used brand for media in Wales – used by 88% of adults in Wales on average per week in 2025/26. This is the highest of any UK nation.
The BBC was the leader in video in Wales in 2025/26. The proportion of people watching BBC TV in Wales is the highest of the nations. Both BBC TV reach and the time the people of Wales spent watching BBC TV were down year-on-year, though in line with the UK average. Whilst they remain the biggest consumers of BBC Radio on average per week, their time spent listening to BBC Radio was down year-on-year by an hour per head per week, more than in the other nations. The proportion of people using BBC Online overall increased year-on-year in Wales, as did usage of iPlayer, which was up to a new high. Sounds usage is broadly flat in Wales in 2025/26.
On average, 49% of adults in Wales consumed BBC Wales content per week across BBC TV/iPlayer, BBC Radio and BBC Online.
Purpose 4. To reflect, represent and serve the diverse communities of all the United Kingdom’s nations and regions and support the creative economy
Wales adults 16+
Experience: Usage of the BBC amongst adults in Wales
Service | Year | Value | Source |
|---|---|---|---|
Pan-BBC reach | |||
% of adults in Wales who use BBC TV/iPlayer, Radio or Online on average per week | 2025/26 | 88% | Compass by Ipsos UK. 16+ |
% of adults in Wales who use BBC TV/iPlayer, Radio or Online on average per week | 2024/25 | 90% | Compass by Ipsos UK. 16+ |
BBC TV/iPlayer |
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% of adults in Wales who watch BBC TV/iPlayer on average per week | 2025/26 | 64% | BARB As Viewed (all devices). 16+. Reach based on 15+ mins |
% of adults in Wales who watch BBC TV/iPlayer on average per week | 2024/25 | 68% | BARB As Viewed (all devices). 16+. Reach based on 15+ mins |
Length of time adults in Wales spend with BBC TV/iPlayer per head on average per week (hours:mins) | 2025/26 | 07:17 | BARB As Viewed (all devices). 16+. Reach based on 15+ mins |
Length of time adults in Wales spend with BBC TV/iPlayer per head on average per week (hours:mins) | 2024/25 | 07:54 | BARB As Viewed (all devices). 16+. Reach based on 15+ mins |
BBC Radio |
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% of adults in Wales who listen to BBC Radio on average per week | 2025/26 | 61% | RAJAR. 16+. Reach based on 15+ mins |
% of adults in Wales who listen to BBC Radio on average per week | 2024/25 | 64% | RAJAR. 16+. Reach based on 15+ mins |
Length of time adults in Wales spend with BBC Radio per head on average per week (hours:mins) | 2025/26 | 09:08 | RAJAR. 16+. Reach based on 15+ mins |
Length of time adults in Wales spend with BBC Radio per head on average per week (hours:mins) | 2024/25 | 10:08 | RAJAR. 16+. Reach based on 15+ mins |
BBC Online |
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% of adults in Wales who use BBC Online on average per week | 2025/26 | 66% | Compass by Ipsos UK. 16+ |
% of adults in Wales who use BBC Online on average per week | 2024/25 | 63% | Compass by Ipsos UK. 16+ |
BBC iPlayer |
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Average weekly active accounts in Wales using BBC iPlayer | 2025/26 | 727k | Piano Analytics. All accounts |
Average weekly active accounts in Wales using BBC iPlayer | 2024/25 | 706k | Piano Analytics. All accounts |
BBC Sounds |
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Average weekly active accounts in Wales using BBC Sounds | 2025/26 | 221k | Piano Analytics. All accounts |
Average weekly active accounts in Wales using BBC Sounds | 2024/25 | 222k | Piano Analytics. All accounts |
BBC Wales content across BBC TV, Radio and Online |
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% of adults in Wales consuming BBC Wales content on average per week | 2025/26 | 49% | BARB, RAJAR, Piano Analytics, Compass by Ipsos UK |
% of adults in Wales consuming BBC Wales content on average per week | 2024/25 | 51% | BARB, RAJAR, Piano Analytics, Compass by Ipsos UK |
Wales-only services
Perception
| Year | % Effective | % Ineffective | |
|---|---|---|---|
% of adults in Wales who think the BBC informs, educates and entertains people in the UK/them | 2025/26 | 64% | 13% |
% of adults in Wales who think the BBC informs, educates and entertains people in the UK/them | 2024/25 | 64% | 14% |
% of adults in Wales who think the BBC is effective at reflecting people like them | 2025/26 | 44% | 19% |
% of adults in Wales who think the BBC is effective at reflecting people like them | 2024/25 | 51% | 24% |
% of adults in Wales who think the BBC is effective at providing content/services that set a high standard for quality | 2025/26 | 65% | 10% |
% of adults in Wales who think the BBC is effective at providing content/services that set a high standard for quality | 2024/25 | 63% | 14% |
Source: Ipsos UK. 16+
Dedicated services for Wales
BBC Radio Wales is a speech-led service for adults, which offers a wide range of genres and reflects the issues, events, culture and interests of the people of Wales.
- 11% of the Wales population use BBC Radio Wales on average per week in 2025/26, 2024/25: 13%
BBC Radio Cymru is a speech and music radio service for Welsh speakers, which offers a wide range of genres and reflects the issues, events, culture and interests of the people of Wales.
- 13% of the Wales population use BBC Radio Cymru on average per week in 2025/26, 2024/25: 14%
Reach definition: 15+ minutes for all services and audiences aged 15+
RAJAR (Radio reach and time per listener; data based on total survey area – TSA)
BBC Radio Cymru: RAJAR data (reach and time per listener) based on ‘Understand Welsh’. BBC Radio Cymru reaches 4% of the overall 15+ population in Wales on average per week
Dedicated TV content for Wales
BBC Wales TV content
| Measure | Year | Percentage |
|---|---|---|
% in Wales who view BBC Wales TV content on average per week | 2025/26 | 29% (4+) / 33% (16+) |
% in Wales who view BBC Wales TV content on average per week | 2024/25 | 32% (4+) / 37% (16+) |
Source: BARB As Viewed (all devices). Reach based on 3+ mins
Financial Performance
Estimated income from each nation
These numbers are estimated as figures for each nation have been calculated by applying the proportion of licensed premises to the total number of licences in force. The exact number of licences in force varies on a daily basis. The number of licensed premises are different to the number of licences in force as, in some cases, a premises may need more than one licence. Figures exclude concessionary licences for those living in residential care.
Estimated income
| 2025/26 £m | 2024/25 £m | |
|---|---|---|
UK | 3,879 | 3,843 |
Wales | 196 | 193 |
The fee for a standard household TV licence is £174.50.
The licence fee income received contributes towards programmes made across the whole of the UK and the world. These programmes are consumed in each nation in addition to the nation’s local services outlined below.
Expenditure by service
Direct and indirect spend relating to programmes produced in the nation*.
| 2025/26 £m | 2024/25 £m | |
|---|---|---|
Network content |
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Watch (under Ofcom regional production criteria) | 84 | 90 |
Listen | 6 | 6 |
Browse | 3 | 2 |
Total network spend ^ | 93 | 98 |
Wales content |
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Watch | 33 | 34 |
Listen | 24 | 26 |
Browse | 12 | 13 |
Total Wales spend | 69 | 73 |
National Orchestra of Wales | 8 | 5 |
S4C | 21 | 22 |
Development | 6 | 4 |
Distribution | 21 | 19 |
Total before amortisation adjustment | 218 | 221 |
Adjustment for transmission amortisation | (2) | (3) |
Total | 216 | 218 |
* From 2025/26, the presentation of Nations expenditure has been updated to better reflect audience consumption with 2024/25 comparatives restated.
^ From 1 April 2024, the cost of children’s programmes is recognised over the estimated average contract period to better reflect children’s consumption patterns. Network spend presented shows spend prior to this adjustment. See note E for further details.
Wales opt-out hours^ (including repeats) on BBC One and BBC Two
| 2025/26 Hours | 2024/25 Hours | |
|---|---|---|
Drama, Comedy, Entertainment, Music and Arts | 36 | 62 |
Daily, Weekly News and Current Affairs | 345 | 363 |
Sport and Leisure | 177 | 198 |
Education, Factual and Religion | 177 | 193 |
Children's | – | 2 |
Total | 735 | 818 |
^Television content commissioned specifically for audiences in the nation.
S4C*
| 2025/26 Hours | 2024/25 Hours | |
|---|---|---|
Drama, Comedy, Entertainment, Music and Arts | 212 | 233 |
Daily, Weekly News and Current Affairs | 268 | 284 |
Sport and Leisure | 116 | 161 |
Total | 596 | 678 |
*This represents the television programmes commissioned, produced and funded by BBC Wales and supplied to S4C (excluding programmes commissioned directly by S4C from other producers). The total of hours for 2025/26 include 68 hours of repeats (2025: 97 hours). This includes repeats where BBC Wales has incurred a charge associated with the transmission of the programmes.
BBC Radio Wales
| 2025/26 Hours | 2024/25 Hours | |
|---|---|---|
News and Current Affairs | 1,936 | 1,932 |
General | 5,674 | 5,561 |
Total | 7,610 | 7,493 |
BBC Radio Cymru
| 2025/26 Hours | 2024/25 Hours | |
|---|---|---|
News and Current Affairs | 1,456 | 1,488 |
General | 8,602 | 8,660 |
Total | 10,058 | 10,148 |
Headcount
Average headcount of individuals based in Wales across all services including support functions
| 2025/26 Number | 2024/25 Number | |
|---|---|---|
Average number of persons employed in the year | 1,124 | 1,174 |
