Bauer Media Audio UK is migrating streaming audio listeners away from third-party listening services.
“Over the next few weeks you may experience some slight changes to your listening experience if you listen to us via a third party listening service such as Sonos or TuneIn, but have no fear! We don’t expect these changes to have any noticeable effect for the vast majority of our listeners,” according to a “Changes to online listening” notice the company posted to its stations’ websites.
With the move, Bauer is encouraging Kerrang!, Planet Rock, and Absolute Radio listeners to stream the station via the company’s website, its iOS or Android apps or via Radioplayer, an app backed by the BBC and British commercial broadcasters, including Bauer.
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“Digital audio has opened up an exciting new route for advertisers, alongside broadcast advertising, to access our valued audiences,” stated Shana Hills, digital chief operating officer for Bauer Media Audio. “Having invested in more personalized products to further this reach, we’re excited to take this step, which will unlock further potential for commercial collaboration and targeting, driving significant revenue opportunities.”
The move follows the integration of Bauer stations in the U.K. onto Amazon Alexa and Google Assistant smart speakers, along with the Planet Radio music service for Sonos systems.
According to the company, the shift to owned-and-operating streaming delivery will allow Bauer to offer enhanced services to commercial partners as well as more personalized listener offerings.
According to the Q4 2021 RAJAR results, over three quarters of listening to Bauer stations happens via a digital device (web, mobile, smart speaker or DAB), compared to an industry average of 65 percent.
The company said that move away from third-party stream aggregators is being enacted for all of its U.K. brands, but “there are no plans for similar moves in other territories.” Bauer Media Audio operates more than 150 brands across eight European nations.
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