Usage of BBC iPlayer has been growing strongly as the streaming service increases digital market share for the BBC, and we explore the strategy behind that success, including the power of original British content to compete against global SVODs. Broadcaster VOD services have always competed with their own linear broadcasting for attention, so how is BBC iPlayer attracting older, born-broadcast, viewers in particular – what is the impact of ‘product’ (on-demand convenience, restart, etc.) vs unique content offers such as boxsets and archives? We hear what attracts and keeps younger demos, too. Freely provides the latest example of how streamed linear channels can be presented in a classic up/down programme guide without viewers making a conscious decision to enter an app, so this discussion also considers the future of digital consumer journeys at the BBC and the extent to which we will continue to ‘go into’ iPlayer for our BBC streaming.