Beyond Music: Why Streaming Services Need Original Content to Remain Relevant, Engaged, and Personal
3:15 PM - 3:40 PM
Hosted by Deezer
BFI Southbank: Stage One South Block London SE1 8XT
Music remains a top priority for pureplay streaming services, but as platforms become community hubs through sharing and collaboration functionality, the opportunity to diversify content offerings is becoming a commercial imperative.
Deezer and further streaming services have already been forging ahead in this regard, as they recognise that today’s listener doesn’t want different apps and platforms for different material; they demand a single point of contact for all their content needs.
The need for investment in original content has thus never been more important – a move exemplified by Deezer’s highly successful ‘Strong and Stable’ show broadcast around the UK general election in June. The thought of a music platform hosting a political podcast would have been anathema just five years ago, but is now a sign of both the demands consumers are making of their channels and strategies that streaming companies are employing to differentiate. Indeed, initial data analysis shows the expansion into wider topics has proved a success, with significant uplift in users.
This has been augmented further by the socialisation of the content from hosts, who are keen to drive awareness and listeners to their own content – if it becomes key for the host to support the drive, the streaming services stand to benefit further. It’s a win/win model.
Chris Baughen, VP of Content and Productions, Deezer, will explore:
- How streaming services must continue to innovate
- The need to look toward expanding outside of their core offering
- How to build audiences through organic growth from non-music movements
Venue & Location
BFI Southbank: Stage OneSouth Block
London, SE1 8XT