The BBC’s announcement this week that it’s working on a discovery-focused streaming music service has sparked plenty of comment over the last 24 hours. Consultant Mark Mulligan has been picking over the Beeb’s chances of persuading consumers that its curation has value. “The BBC is keenly aware of its value as a curator and quite frankly thinks it can do a better job than pure play streaming services.
It is probably right. But what it doesn’t yet know how to do is communicate and deliver that value outside of the framework of radio,” he wrote in a blog post yesterday. “The problem with curation is most people don’t think they need it. Just 5% of consumers state they want discovery and recommendation features from streaming services. Yet these are in the main the very same consumers that listen to music radio, which of course is all about discovery and recommendation. The difference is that it doesn’t feel like it.” Mulligan thinks the BBC’s “bold move” could pay off though: “the outcomes will likely provide blueprints for thriving in the streaming era for media companies of all types and sizes right across the globe”.