Background

Canadian Broadcasting Corporation (CBC), branded as CBC/Radio-Canada, is a Canadian public broadcaster for both radio and television. To understand CBC’s reach, 28 million viewers — three in four Canadians — tuned in for Tokyo 2020 Olympics coverage on CBC/Radio-Canada.

In 2019, The CBC launched a successor to the CBC Music platform known as CBC Listen, which encompasses the CBC's radio, music, as well as podcast output. While Listen accounts for only 3% of CBC’s total daily digital audience, it accounts for 29% of total daily engagement and is often the most engaged platform. With a growing user base and a focus on converting less frequent users to common users, designing on existing capabilities and core technologies create an opportunity to increase relevant content consumption through personalized Listen experiences for users.