Media experts have warned BBC Strictly Come Dancing risks alienating loyal viewers
More dancers could leave Strictly Come Dancing in coming days(Image: BBC)
Behind the scenes at Strictly Come Dancing, concerns are mounting as speculation swirls that several professional dancers may be departing the long-running BBC programme. The potential shake-up comes as the show is reportedly adopting a new approach to appeal to a younger demographic.
Viewers were left stunned following reports suggesting that well-known professionals such as Karen Hauer, Nadiya Bychkova, Michelle Tsiakkas, Luba Mushtuk and Gorka Marquez had been axed from the lineup. Earlier this week, Bychkova addressed her exit via an Instagram post, coming just days after Hauer announced she would be stepping away from the show after 14 years.
The alleged departures have sparked considerable discussion online, with some fans questioning the rationale behind removing established favourites and raising concerns about potential age discrimination. Subsequently, reports emerged suggesting that BBC bosses had taken into account dancers’ social media presence, particularly on TikTok, as part of a strategy to broaden the programme’s appeal amongst younger viewers.
The show’s content already generates millions of views across digital channels, with sources indicating that recruiting performers with substantial online followings could boost engagement further and maintain the programme’s cultural relevance.
According to figures being discussed online, Dianne Buswell is thought to have secured her position in part due to her 966,000 TikTok followers, while Bychkova reportedly has approximately 19,000. Hauer is reported to have approximately 9,100 followers in contrast to newcomer Alexis Warr, who arrived in 2025 and boasts around 190,600. Marquez is understood to have roughly 47,000 followers, while Tsiakkas has about 13,000 and Mushtuk doesn’t seem to maintain an account.
Neil Jones, who isn’t always paired with a celebrity participant, is also anticipated to continue and has approximately 296,000 followers on social media. Additionally, professionals Nikita Kuzmin and Jowita Przystal are remaining, with follower numbers standing at around 125,400 and 112,400 respectively, reports the Daily Record.
According to initial reports from The Sun, an insider suggested that bosses acknowledge the increasing significance of digital viewership, with Strictly content achieving “more than a billion views” across social platforms last year. A source revealed: “Strictly is always looking for ways to increase its audience in terms of volume, but also in terms of attracting new, young viewers.
“Social media is a massive part of broadening that appeal, and TikTok is the perfect medium for a show where music and dance is at the forefront. They won’t simply lose someone from the line up because they aren’t big on TikTok, but it might just be the thing that saves them from exiting the line up.”
Nevertheless, media commentators have cautioned that the approach could present challenges for a programme already under the microscope in recent years. PR consultant Mayah Riaz told the Mirror: “There’s no denying this feels like a bold, and slightly risky, pivot for Strictly.
“The danger is alienating the very audience that built the show into a Saturday night institution. Strictly’s loyal viewers aren’t just casual fans, they’re emotionally invested.
“They’ve grown up with certain dancers and personalities, so when favourites are suddenly dropped, it can feel quite brutal and even disloyal from the show’s side. If Strictly leans too heavily into trying to be ‘cool’ or TikTok friendly, they risk losing the warmth and familiarity that makes it so special. That’s something money can’t buy back once it’s gone.
“Could it backfire? Yes, of course, it absolutely could in the short term. It may be that some older viewers start switching off if they feel the show no longer represents them.”
Concerns have also emerged regarding whether other professional dancers might face similar uncertainty. Nancy Xu is reported to have approximately 10,100 followers, Carlos Gu around 4,497, while Johannes Radebe seemingly does not have a TikTok account.
Speculation has also indicated that potential changes might reach beyond the ballroom, with It Takes Two hosts Fleur East and Janette Manrara rumoured to be impacted. Riaz commented: “Other professionals with similar follower numbers could absolutely feel under pressure. The risk with that is that it blurs what Strictly is actually about.
“The viewers aren’t falling in love with the pros because of their Instagram following, but they connect with their personalities and the journeys they create with their celebrity partners. I believe that there’s a fine line between evolution and identity loss. I think the smartest move for Strictly would be balance.
“They don’t need to sacrifice loyal fans to bring in new ones. The magic of Strictly has always been its cross generational appeal. If that balance tips too far in one direction, they risk losing its unique position in British TV culture.”
‘ The preceding article may include information circulated by third parties ’
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