Who listens to radio anyway?

What’s behind the radio numbers and who is listening to the radio these days?
GfK’s John Carroll looked at those questions about radio numbers in last week’s Next Radio conference.
“The problem with predictions is that they are often wrong. Statements that say radio is dead are just clickbait…
“Young people have not fled radio, but they are listening to other forms of audio as well.”

Bad radio is declining, but great radio is doing as well as ever according to Carroll, who also says young people are mot deserting the radio medium, but they are expanding the audio they listen to.

“The digital revolution has given us more radio sets to listen to and the opportunities in voice activated devices are fantastic.
“That big red blob shows that radio really does dominate our attention,” he said.

Watch John Caroll’s full Next Radio presentation below.


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