The document discusses how on-demand audio platforms like BBC Sounds need to cater to younger audiences' preferences for choosing what they want to listen to. Younger listeners aged 15-34 are much more likely to use on-demand music services and podcasts than older age groups. Podcasting is an increasingly important part of audio consumption for younger audiences, making up 23% of listening hours and nearly half of all podcast listeners are aged 15-34. On-demand platforms need features that provide choice and control over content, personalized recommendations tailored to individual tastes, and an engaging user experience if they want to attract and retain younger listeners.

1. Elisha Sessions
27 Oct 2018
Gamechangers 2018
BBC Sounds: A
platform for audio

2. Making the most of the
on-demand opportunity

3. On-demand is a big part of
younger audiences’ listening time
Source: Midas
x3.7
15-34yr olds are 3.7
times more likely to
use on-demand
music services vs
35ys+
x1.8
15-34yr olds are 1.8
times more likely to
use podcasts vs
35ys+
On-demand music Podcasts

4. Podcasting is increasingly important
23%
Podcast share of
hours amongst 15-
34yrs podcast
listeners
49%
% of podcasts
listeners 15-34yrs.
5.7m
Listen to podcasts
every week
Source: 1) RAJAR, 2& 3) Midas

5. On-demand is changing expectations
Expectation
of choice &
control
Endless
options =
lower
patience
Targeted,
relevant &
‘for me’

6. 1. Fits the medium
2. Cuts through the clutter
3. Answers the audience need
Audience fundamentals:

7. Sign In

8. Cross-App
Single Sign-On

9. Personalised
Home Screen
Home overview with focus on
personalised features:
• Continue Listening: resume part-
listened items + next episodes for you
• Recommended For You: personalised
recommendations
• My List: most recently added items

12. Collections
“This was one of the most used
features of the app and
encouraged audiences to use
BBC Sounds in place of existing
services” (MTM research)

13. Editorial briefs
• Audience
• Duration
• Tone
• Top and tail
• Metadata

14. Categories

15. Persistent
Player
• Lock Screen
• Live and On-Demand playback

17. Add &
Subscribe
• Add individual item to My List
• Subscribe to podcast/programme

18. My Sounds
• Full My List
• Subscribed podcasts/programmes
• Latest episodes from subscribed

19. Downloads
• DRM and non-DRM

20. Schedules

21. On demand
tracklists

22. Thank You