User-first and platform era-proof? The case of VRT’s digital-first audio strategy

European public service media (PSM) are increasingly embracing digital platform tactics and are compelled to reconsider their strategic priorities in doing so. This paper addresses what it means for small market PSM to reconfigure themselves in line with the growing importance of their BVoD services. We present the case study of Flemish PSM VRT and its recently renewed digital audio strategy. The research relies on a combination of document analysis with complementary expert interviews. Preliminary results teach us that the overhauled strategy departs from a user-first mindset, enabled by a branded house approach to branding; the leveraging of third-party platform presence for self-promotion and conversion to proprietary outlets; a legacy-driven content offering complemented with on-demand commissioning; and strongly data-driven algorithmic as well as editorial curation. Ultimately, this research depicts VRT’s take on the strategic and organizational innovation necessary to reconcile remit delivery and competitiveness in a platform- dominated media landscape.