Is streaming

killing the

radio star?

Radio is still a highly relevant platform and is holding firm as a medium of choice despite the popularity of YouTube, Spotify and other streaming media. Radio may have been around forever, but it is authentic, spontaneous and still loved by listeners for its unique offering and longevity, thus making it an ideal option to include in communications strategies.

There are some intrinsic differences between radio and live streaming, and the differences must be taken into account when planning a campaign. The table below is a round-up of both mediums’ engagement, audiences, reach, amongst others, and clearly shows how radio continues to offer significant benefits to marketers.

Factor	Broadcasting	Streaming
Audience	Established, stable	Newer, often younger
Editing	Not edited, spontaneous, authentic	Podcasts pre-recorded, edited, scripted
Engagement	Mass appeal, engaging (talk shows, call-ins, live broadcasts)	Multi-channel, engaging
Feasibility	Expensive equipment	Cheaper production
Regulations	Greater	Fewer
Scheduling	Schedule driven, live	Flexible scheduling, live or pre-recorded, downloaded or streamed, often niche appeal
Timing	Instant, audience consume partial content, presenters re-introduce themselves	Audience listens to entire podcast

The power of radio

Audio listening trends constantly change. The Guardian reports that while podcasts may be a looming threat to radio, to date it has mainly been used as a substitute for listening to collections and CDs.
Listeners tuning into their favourite stations do so for the same reasons they always have:

Companionship

(driving to work/home, spending time alone)

Human connection

(particularly during lockdown/quarantine)

New songs and information

New songs and information about music and artists

News

News and public announcements

Information

Informative talk shows

Emotion

A sense of nostalgia

Radio in South Africa

Radio remains a highly trusted, credible and independent source of information. Reuters reported that South Africa ranked 31 on the World Press Freedom Index. Major commercial radio stations continuously grow their listenership and Ibusiness claims the highest listenership in:

Clearly, radio has the power to target specific groups and demographics with relevant music, talk shows, news, advertisements and public announcements. Good examples are UJFM (packaged for students of the University of Johannesburg), ClassicFM (for classic-music-lovers and in-depth news reporting), Hot 91.9 (for those who love old-school and R&B music), and many others. This proves how radio gives marketing and communications agencies a golden opportunity to get their message across to broad as well as niche audiences.

Radio in South Africa

Radio remains a highly trusted, credible and independent source of information. Reuters reported that South Africa ranked 31 on the World Press Freedom Index. Major commercial radio stations continuously grow their listenership and Ibusiness claims the highest listenership in:

How many hours a day do you listen to the radio on average by Geo-Type

Content listened to?

Where do you listen to radio?

How many hours a day do you listen to radio on average

The power of community radio

Community radio is the least threatened by streaming due to technological barriers, and remains extremely popular with listeners who are often overlooked by other media.

Media Update explains that community radio is fundamentally important because it reaches disadvantaged, grassroots communities, giving them a voice to share views and solve problems meaningfully.

Effective Communications strategies

Communications specialists must remain well versed in using the art of radio to the benefit of their clients and are skilled at building strategies that utilise the strength of this medium. Radio has proven its mettle and continues to be included in communications, marketing and advertising campaigns. This is not to say that streaming should be ignored. Communications agencies should keep abreast of the trends and ensure that the benefits of both media are interwoven in their campaigns.

Is streaming

killing the

radio star?

Radio is still a highly relevant platform and is holding firm as a medium of choice despite the popularity of YouTube, Spotify and other streaming media. Radio may have been around forever, but it is authentic, spontaneous and still loved by listeners for its unique offering and longevity, thus making it an ideal option to include in communications strategies.

There are some intrinsic differences between radio and live streaming, and the differences must be taken into account when planning a campaign. The table below is a round-up of both mediums’ engagement, audiences, reach, amongst others, and clearly shows how radio continues to offer significant benefits to marketers.

Factor	Broadcasting	Streaming
Audience	Established, stable	Newer, often younger
Editing	Not edited, spontaneous, authentic	Podcasts pre-recorded, edited, scripted
Engagement	Mass appeal, engaging (talk shows, call-ins, live broadcasts)	Multi-channel, engaging
Feasibility	Expensive equipment	Cheaper production
Regulations	Greater	Fewer
Scheduling	Schedule driven, live	Flexible scheduling, live or pre-recorded, downloaded or streamed, often niche appeal
Timing	Instant, audience consume partial content, presenters re-introduce themselves	Audience listens to entire podcast