Hours of radio listening per week drop while time spent in mobile devices keeps growing. A new profile of consumer is rising, expecting all kinds of media “on their own terms” including on-demand radio. Global giants like Google or Apple (in addition to Spotify, Pandora orTuneIn) are entering a traditionally fragmented nation based industry, making competition more intense than ever before.
For Helen Boaden, although this shifting scenario affected young audience first, it is spreading to all age groups. These challenges for radio are not restricted to a specific demographic anymore.Jacqueline Smit, former head of Consumer and Online at Microsoft, was more explicit:
“I don’t believe in demographics, I believe in behaviours”.
Both Helen Boaden and Jacqueline Smit are convinced that, for radio to overcome constant change, the mindset of the industry requires a profound transformation. In Helen’s words: fail fast and efficiently, learn as quickly as possible, stand up and keep going. Or how Jacqueline Smit stated in her presentation: do, learn, optimize.This process reflects the basic steps of Lean Startup: build, measure, learn.