Unlock the value of radio

In a world where digital media is taking over, one might doubt the potential of the radio. But unlike other channels, radio keeps gaining more relevance in fast-changing times.

Is streaming a real threat for radio?

Although the internet has accelerated the spread of music, radio’s competitiveness remains unquestionable. From reaching broader audiences to best engaging with them, given the music consuming behaviour and radio's power to best connect emotionally, radio’s value is unique!

When looking into the coexistence of streaming and radio, there’s no such a thing as a “threat” but an opportunity. Online streaming and radio complement each other opening more opportunities for music creators to take their music further every time.

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Music consuming behavior

While streaming has boomed as a music discovery method during the last two years, radio retains its dominant lead. A research made by MIDIA during 2020 shows that more than 50% of the market keeps using radio as their main channel to discover new music.

Moreover, due to its ease of use, technological adaptability and lifetime, radio listening habits keep engaging with mature and younger audiences equally.

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Consuming behaviour.

While streaming has boomed as a music discovery method during the last two years, radio retains its dominant lead. A research made by MIDIA during 2020 shows that more than 50% of the market keeps using radio as their main channel to discover new music.

Moreover, due to its ease of use, technological adaptability and lifetime, radio listening habits keep engaging with mature and younger audiences equally.

family with a baby enjoying music from the radio and playing the guitar

Emotional connection

Over time the radio channels have built a sense of community developing into a trusted medium for education and companionship. People engage people. Even during the last months, with the pandemic situation, radio consumption has increased worldwide demonstrating it remains relevant and is here to stay.

Moreover, valuable insights and relevant content provided by broadcasting shows add value to the music display. Different types of media players have historically coexisted with radio yet have not competed; this is the case of cassettes, CDs, and streaming most recently.

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Broad reach

Radio reaches great audiences, touching diverse groups of people of all ages. During 2020, more than 2.3 billion people listened to the radio, almost 45% more than the number of people subscribed to music streaming platforms.

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“One of the things that make radio unique is that they are available to everyone around the world at any time, with no barriers. Radio is here to stay. Although the boom of streaming during the last decade has led some to believe that radio as a format has come to an end, statistics prove differently.”

Jesper Skibsby
CEO at WARM