FUTURE FOCUSED
Listening to the radio, like watching TV, is an established activity with high market penetration; consequently, it shows low growth potential compared to newer, non- traditional activities like video streaming
and social media. This is exacerbated by an ageing consumer base. Streaming and podcasts are expected to increase to 27% and 11% of audio consumption respectively by 2035, with live radio shrinking to 53%.
20% 22% 24% 26% 28% 30% 32% 34% 36% 38% 40%
Relationship between past and future media activities – Global total
Lower penetration, high growth potential
Higher penetration, high growth potential
Attending live in-person events
Streaming video
Streaming music
Visiting websites or apps
Interacting with social media
Listening to podcasts
Watching movies at the cinema
Reading a newspaper or magazine in print or online Playing video games
Watching live TV
Watching non-live TV
Listening to the radio
Lower penetration, low growth potential
Higher penetration, low growth potential
Media activities done more/the same in the last 12 months
20%
30%
40%
50%
60%
70%
80%
90%
100%
Adult share of audio consumption – Service type (% of hours)
3% 3% 3% 3% 2% 2% 2% 2%
3% 3% 3% 3% 3% 3% 3% 3% 3% 2% 2% 2%
3% 3% 3% 3% 4% 4% 4% 3%
7%
3% 3% 5% 5%
6%
8%
90%
8%
4% 4%
2% 2% 6% 7% 3% 4%
11% 13% 15% 16% 17% 18% 19% 20% 21% 22% 23% 23% 24%
25% 26% 27% 27%
10%
80%
3%
3% 4% 4% 5%
70%
2% 2% 6% 7%
2% 2%
2% 2% 7% 8%
2%
2% 8%
9% 9%
10% 10% 11%
11% 11% 11%
Live radio Catch-up radio Podcast Streaming Online music clips Digital owned CD/cassette Vinyl
60%
2% 2%
2% 2%
3% 3%
3% 3%
50%
40%
73% 73% 72% 70% 69% 68% 67% 65%
64% 63% 62%
61% 59% 58% 57%
56% 55% 54%
53% 53%
30%
20%
10%
0%
2016 2017 2018 2019 2020 2021 2022 2023 2024
2025
2026
2027
2028
2029
2030
2031 2032 2033 2034 2035
One way to assess radio’s future is by analysing sales, which have steadily declined since 2015 – despite the more recent advent of satellite radio. Digital Audio Broadcasting (DAB) car radios are projected to lead household radio listening by 2035, with AM/FM car radios expected to drop off.
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