Abstract:
In the modern media landscape, the BBC has an envious USP of being Netflix, Spotify, Sky News and The Athletic all rolled into one. Having a common understanding of the media decision-making drivers, and an understanding of how a range of media formats differently meet similar needs is a key way to leverage that competitive advantage. Indeed, existing research at the broadcaster shows that the competitive set for a media choice no longer resides in a single medium. A young audience member seeking to relax through media may well choose to do so via a TV series, a film, a music streaming service, console gaming or an hour or two on TikTok. Understanding common needs across these formats, therefore, gives the BBC a competitive advantage in trying to be chosen more often by more people, within that platform agnostic media moment. In short, the question that the finest minds at the BBC and many other organisations are asking, and what we set out to answer, is: In an increasingly diverse and competitive media landscape, how can we be chosen more often by more people in a wider variety of situations?