Futuroligist James Cridland at Radio Days Ireland 2025 said, “The future of radio is not about a technology but it’s about what we hear. 9 out of 10 people listen to radio every week but the way we consume radio is changing.”

James gave examples from around the world.

1.In the UK live radio is consumed by 67% of the audience.

2.In the U.S ad supported radio is the winner with radio at 70% generating income through advertising

3. In Australia AM and FM live radio holds audiences for about 13 hours a week, more time spent than other listening content.

“It’s also important to look at the device used for listening to radio,” said James. “Radios are the main device used to listen to radio by 55+ age group. In the 15- 24 group the smart phone is the key device used. While using headphones has changed listening patterns on smart phones. With headphones people listen to more audiobooks, 61%.”

Looking at American data, James sees that listening to the spoken word over music has increased in 13+ group. Between 2014 and 2021 share of time spent listening to spoken word on a mobile device had increased by 800%, the greatest increase  in 13+ -34 group.

In Australia during the pandemic listening to talk increased at the expense of music. James explains the change in audience listening patterns were about missing people on the radio and wanting more human connection through shared experience.

James quotes Eric Nuzum who says that broadcasters need to stop thinking of radio as a technology and think more of being someone who creates ‘audio experiences that accompany listeners through life regardless of the platform.’

“Radio’s advantages have changed so adjustments need to be made,” said James.

Here are James’ ideas for the future focus of radio:

1. Future is live and local, real and relevant and create a shared experience.
2. Relevant content, broadcast content more often at times where there is a different audience.
3. Help from others is needed in updating regulations for 2025, protections need to be in place with the use of smart speakers, radios in cars and advertising.

James’ key points for radio’s continued success are:

1. Radio is massive: 9 out of 10 people listen
2. Listeners tune in to people
3. Remember our competitive advantage
4. Get the most out of our content
5. Human connection, a shared experience is key.