The expansion of the digital-audio market will rely on the transition of traditional radio listeners to digital formats. Although millennials currently dominate digital audio and gen Z is developing its listenership, older radio listeners already show an appetite for audio that has yet to be fully catered to by digital formats. However, BBC Sounds has not only been able to develop a mixed audio app, one that includes music, live radio, and podcasts, but it has begun to convert its traditional listeners to app users. With an average weekly audience of 4.06 million across the app, website, and voice-activated device, BBC Sounds is successfully creating a digital-audio space that appeals to a variety of consumers.
While it offers a variety of pre-recorded content, 55% of overall plays on the app were for live content, illustrating that those audiences who typically tune in to live radio shows are not only continuing that habit but can do so in a digital space. Thus, this highlights that there is not necessarily a technological barrier for these audiences to use modern services, but rather the importance of content and promotion. Since the BBC can cross-promote this platform across its variety of live stations and online platforms, broadcasters can lead their listeners to the digital space in a more organic and efficient way than traditional marketing efforts.
In addition to its live offerings, BBC Sounds offers on demand radio programs, music mixes, and podcasts. While the majority of its popular podcasts are news centred, which inherently service more of the older listener base, there are two podcasts that are the most popular among the under-35 listeners; influencer-lead Pressed and The Footballer’s Football Podcast. BBC is already appealing to the main audio audience, millennials, and is setting the groundwork for the emerging gen Z audio listener.