Challenge
The UK radio industry faced major disruption due to the dramatic change in how people consume radio. National broadcasters were concerned that smart speaker operators could disintermediate their services, reducing their listeners access to services. Ensuring content was available and easy to find for listeners was an industry imperative.
Radiocentre, representing commercial radio broadcasters, commissioned MTM to investigate the impact of smart speakers on UK radio listenership and develop policy recommendations to support the future of the radio sector.
This led to a multi-year initiative in which Radiocentre partnered with MTM to explore interventions to protect the radio industry and the public value it delivers to audiences.
Approach
In partnership with Radiocentre and the Department for Culture, Media & Sport (DCMS), MTM led a groundbreaking, multi-year initiative to help the UK radio industry navigate the impact of smart speakers on the audio landscape. This journey began when Radiocentre engaged MTM to conduct a thorough review of the UK smart speaker market. The aim was to develop evidence-based policy recommendations to help ensure radio’s continued relevance in the evolving audio landscape. MTM’s research focused on evaluating the prominence and discoverability of radio services on smart speakers, two key factors influencing listener access and engagement.
This research delved into the commercial implications of these new technologies, ultimately leading to the development of crucial policy recommendations for Radiocentre and Government.
Outcome
MTM’s research revealed myriad challenges for the UK radio industry within the evolving smart speaker market. We concluded that, without proactive measures to ensure the prominence and discoverability of radio services on these platforms, the industry could face decreased visibility and listener engagement.
Radiocentre presented these findings to the UK government, which formed part of the evidence base to initiate a comprehensive review of the Digital Radio sector. This review considered the increasing significance of listening across various digital platforms, including digital radio, internet radio, and smart speakers. The review culminated in the publication of the Digital Radio and Audio Review (2021) and its recommendations to Government.
Radiocentre used the findings of the second MTM study (jointly commissioned with DCMS), to inform its focus and advocate for new legislation. This included new powers to allow Ofcom-licensed radio broadcasters to request a default route for their stations, provide listeners with their choice of station reliably (preventing re-routing to radio-like services / self-preferencing), prevent fees from being levied for distribution, and stop platforms overlaying additional content (unauthorised advertising).
These recommendations were successfully enshrined in the Media Act 2024, ensuring the continued viability and prominence of UK radio in the digital age.