Secondary Research for Sub City

I did some audience research on youtube, to find out is there actually a market for this genre of music?

We would like to play dance music, but more specifically dubstep and drum and bass. The results of my research were promising. UKFdubstep and UKFdrumandbass are the leading promoters of dubstep and drum and bass on YouTube at the moment.  On YouTube you can find out whether people like or dislike certain tracks, comment their opinions and viewing figure for a specific tracks.  This can be used as a great resource for our playlist selection, giving us ways to improve our station to suit our target audience.  

Ukfdubstep: 2,145,044 channel viewers and 41,538,970 total upload views and 105,395 Subscribers.  (This is constantly growing every single day)

UKFDrumandbass: 1,240,486 channel views, 25,448,452 total upload views and 73,469 Subscriber. (This is constantly growing every single day)

These results from the site show there is a massive audience for this genre of music and people are eager to hear more as shown by the amount of subscribers devoted to the channel, this evidence give us more incentive to produce this style of radio station.

I’m using radio 1xtra as the example as it is most similar to our station because it’s a station, with similar format, style, playlist and most importantly target audience; on air at the moment in the mainstream radio broadcasting network.

Here are some listing figures I found from the bbc.com/radio/siteusage site, this shows some positive figures although bbc radio 1 figures dominate the radio 1 xtra figures. We have to take in to consideration that radio one is an analogue channel and 1xtra which is exclusive to DLB radios. Also we have to be realistic that we are targeting a niche demographic, but at the same time are trying to expand that market into the mainstream which is a step that the BBC have already started implemented by combining radio 1xtra with radio 1, which means that radio 1 is taken over by 1xtra at night time on certain what they would consider ‘party night’ like Thursday, Friday and Saturday.

Here is evidence of that with a Saturday night schedule from the radio 1 from 7 Pm onwards is just 1xtra presenter and shows.

http://www.bbc.co.uk/radio1/programmes/schedules/england/2010/10/09




Dan Watts looked into the listening figures for Radio 1 and Radio 1 xtra because these are the closest mainstream stations to our show Sub City. Despite being different shows with different content and style, the target audiences are the same so by looking into the figures for these shows; we can get a better understanding of our own target audience and what we must do to attract these audiences.