AFTER television, it's radio's turn to get a reinvention — thanks to online platforms. Discord has teamed up with TuneIn to offer free live radio on the social network — a first in the world of social media.
Many young people use social networks for entertainment. And after TV shows, radio could well be their new online fad.
TuneIn, the audio streaming service offering over 100,000 live radio stations, has announced a partnership with Discord, the online discussion platform with 200 million users. Thanks to this collaboration, Discord users will be able to listen to live radio, podcasts and sports broadcasts free of charge, all from within the application.
A boon for social media sites
The new feature, called "TuneIn Radio & Podcasts", is available on both mobile and PC. It enables Discord users to listen to music or podcasts in the background — an advantage when young people prefer to stay on social networks to access entertainment content.
According to a Deloitte survey, the vast majority of Generation Z (60 per cent) say they prefer to watch user-generated content videos on social networks so they don't have to waste time looking for something to watch. By offering them audio content directly on Discord, the platform could well keep its users online for longer.
"The experience is highly curated for Discord," Rich Stern, TuneIn chief executive officer, told TechCrunch.
Moreover, this is the first time an audio-only entertainment option has been available in Discord's Activity app directory," the tech website reports.
In 2022, Discord launched the "Activities" feature, enabling users to share gaming and entertainment experiences in real time. Among the 23 "Activities" available is the "Watch Together" function, for watching content simultaneously in groups.
TuneIn has made no secret of its intention to expand its audience of 75 million monthly active users through this partnership. Plus, Rich Stern told TechCrunch that the company is open to pursuing further partnerships with other platforms.
"Our mission is to bring radio everywhere our listeners are, and that includes more partnerships with smart home devices, social platforms and automotive manufacturers to power the in-vehicle entertainment experience," he told the website.
