A Netflix-style subscription model is the only way to save the BBC There is a new element to the BBC’s World Cup coverage this year. At some point in every match, the commentator will earnestly remind viewers that they need a TV licence to watch the game. It is a well targeted message, though almost certainly ineffective. If there is one time when the millions of people who claim to never watch the BBC are watching the BBC, it is during the World Cup. The BBC’s doom loop is gathering pace.