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Recognised by 76% of influential international audiences—more than British sports, films, or universities—the BBC is also rated as the most trusted global news provider.
A new report, titled Impact and Influence, reveals how the BBC World Service plays a key role in shaping positive views of the UK around the world. The study, carried out by independent research firm Tapestry, shows that the BBC is the UK’s most well-known cultural export, beating British sports, films, and universities in global recognition.
BBC: The Most Trusted Global News Brand
BBC: The Most Trusted Global News Brand
The research found that 76% of influential global audiences have heard of BBC News, and it is the most trusted international news provider. Among BBC users worldwide, 73% say they plan to invest in the UK, compared to just 51% of those who don’t use BBC services. This shows how the BBC helps promote UK trade, soft power, and democratic values.
Competing Narratives from China and Russia
The study also looked at audiences of Chinese broadcaster CGTN and Russian network RT. It found that CGTN viewers are more likely to have a favorable view of China, while RT viewers feel similarly about Russia. China's popularity has grown significantly in countries like Nigeria and Kenya, where audiences increasingly trust Chinese news.
Despite a global decline in press freedom since 2021, people in Kenya, India, Mexico, and Indonesia are showing a growing demand for independent, free media. The BBC stands out because it offers accurate, impartial, and independent reporting, qualities that people value but don’t often associate with their local news.
BBC and Democracy
The report also shows that BBC audiences are more likely to support democracy. They’re more likely to vote, engage with officials, and believe in freedom of speech and press. BBC users also strongly believe that the media should be free from government control.
BBC Director-General Tim Davie called the findings “remarkable,” saying the BBC’s global reach supports UK security, trade, and influence. He added that the BBC is ready to expand its efforts to meet rising global demand. Jonathan Munro, BBC News Global Director, noted that in a time of disinformation and shrinking press freedom, audiences clearly value the BBC’s trusted journalism.
The BBC’s role goes far beyond news. It’s a powerful tool for UK diplomacy, democracy, and global trust, especially as state-run media from countries like China and Russia gain ground. This research underlines the BBC’s critical role in today’s complex global media landscape.
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