Case Studies: Spotify

For streaming services in the US, courting the 25-34 age cohort is important because they are overrepresented as both music streaming subscribers and music aficionados, spending the most time and money on music. However, 25-34s have a slightly tenuous relationship with streaming.

Over the past decade, YouTube, Twitch, and other social platforms have become hotbeds for games creators. They have transformed the culture around games by creating a new level of community and connection among gamers, streamers, and the games themselves.

Sounds is the BBC’s successor audio app to iPlayer Radio, combining live radio, on-demand programmes, music, and podcasts. Although it faced some resistance to the app initially – predominately from older audiences fearful of change – Sounds has quickly become the best performing broadcaster audio app across the markets that MIDiA tracks.