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Audiences are at the heart of everything we do. The aim of 50:50 The Equality Project is to increase representation to help the ´óÏó´«Ã½ reflect the audiences it serves.

In March 2022, ´óÏó´«Ã½ Audiences conducted a survey of 2,032 ´óÏó´«Ã½ online users about their views of the representation of women in this content. These services include ´óÏó´«Ã½ websites, iPlayer and ´óÏó´«Ã½ Sounds. The responses underline the increasing value of fair representation in ´óÏó´«Ã½ output.

69% noticed more women in content

Respondents were asked if they had noticed a change in the balance of men and women in ´óÏó´«Ã½ online content over the last two years. Of those who did, 69%* felt there had been a shift towards more women, up from 62% last year. Three percent thought the number of men had increased.

80% of women aged 16 to 24 enjoy content more

Among female audiences aged 16 to 24, 80%* said they enjoy ´óÏó´«Ã½ online content more as a result of seeing and hearing from more women. This is a 27 percentage point increase on the previous year’s survey. In the same age group, 49%* of all respondents agreed.

68% of women aged 16 to 34 consume more content

Meanwhile, 68%* of women aged 16 to 34 said they visit ´óÏó´«Ã½ websites and online services more often because of greater female representation. This is a 10 percentage point increase on the previous year’s survey.

*The percentages shown above do not include those who responded ‘I don’t know’.

Methodology: This survey was carried out online using the YouGov panel. Interviews were conducted with a sample representative of the 16+ UK population. Quotas and weighting were applied.