Radio that revolves around listeners’ likes
One thing seems to be clear – there’s no getting away from some kind of digital offering for radio stations, with or without their own app. And that’s down to high incidence of smartphone usage, an area that seems to be confirming what radio guru James Cridland predicted. 32 percent of “radio time” on mobile phones is accounted for by on-demand services (podcasts, individual programmes from a listening library etc.), 28 by the user’s own songs and still just under 25% by live radio. Put another way, live radio supplemented by on-demand content is what is going to work in future. This is also down to the fact that conventional radio is an older-generation medium. Younger listeners use streaming services and podcasts – strictly when they want to, and on their own terms. But to win them over or get them to return to the fold as radio listeners, stations are going to have to make their on-demand content available in the places where millennials and Gen Zers go to find content: on Spotify and competitor services or in the iTunes store. A small price to pay for higher listener numbers.