As we begin the New Year, we spoke to industry leaders to reflect on the shifts that shaped 2025 and the forces expected to define 2026. For Nisha Narayanan, Director & COO, RED FM, 2025 marked a decisive return to authenticity, cultural rootedness and experience-led engagement in radio and audio.
Speaking about the trend that defined 2025, Narayanan says that the year marked a clear shift in how audiences and brands engaged with radio and experiences. "2025 was defined by a strong shift toward authenticity and cultural rootedness. Audiences, particularly Gen Z and young millennials actively sought experiences that celebrate regional identity, heritage and community, leading to a surge in demand for on-ground events, cultural festivals and immersive experiential platforms. This shift also influenced brand behaviour, with marketers increasingly favouring integrated solutions that blend radio, digital, social and live experiences, reaffirming that platform-agnostic storytelling has become essential. On the business side, the industry continued to diversify its revenue mix as traditional advertising matured. IP-led content, branded experiential campaigns and hybrid marketing models gained significant traction. The year also saw important regulatory developments around digital radio and FM reforms, laying the groundwork for long-term structural shifts within the private radio sector. Overall, 2025 underscored that consumers now aspire for deeper, more meaningful interactions, experiences that carry cultural resonance and create lasting emotional connections."
Looking ahead, Narayanan outlines the forces expected to shape the radio and audio ecosystem in the year to come. "In 2026, the industry is expected to see a deeper convergence of radio, digital audio, live events and experiential storytelling, creating an integrated “audio + experience” ecosystem where content is supposed to flow seamlessly across platforms. Hyper-local and culturally rooted narratives are expected to gain greater prominence, particularly in tier-2 and tier-3 markets where radio continues to hold strong community influence. Much of the sector’s growth is likely to depend on the pace of regulatory reforms, swift progress on digital radio and FM auction policies is supposed to unlock new markets and attract broader participation. On the consumer front, technology-led live experiences, powered by mixed media, AR and immersive formats are set to dominate brand engagement. As this shift accelerates, media brands are supposed to evolve into holistic, 360-degree content and experience companies, moving beyond traditional broadcasting to build deeper and more culturally resonant connections with audiences."
(As told to Pritha Pahari)
