Subway stores and concessions now have access to a cutting-edge entertainment platform which allows them to stream live music and content in-store and on customers’ phones via a dedicated app.

The new DreamStream X platform will become the UK’s “largest live radio station” and transform the way that retailers market and connect with their customers, owner Immedia said.

DreamStream X works by streaming live broadcasts from Immedia’s own studios on to an app integrated within a brand’s platform and delivered to customers’ mobile phones.

The app is able to share music, video, exclusive offers and the latest events as well as allow customers to post comments around upcoming trends. The platform extends brand communications to ‘out of store’ audiences, making brands de facto media owners.

In addition to Subway, the technology is also being rolled out to platforms for global brands including JD Sports, BMW, Superdrug, O2 and IKEA.

The new platform also features intelligent analytics capabilities that provide actionable insight to help businesses identify better ways to improve content and capture audience attention.