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 Mayura Shreyams Kumar – Director Digital Business, Mathrubhumi, 2025 marked a clear transformation of radio from a traditional broadcast medium into a technology-enabled brand solutions platform.
Reflecting on the most defining trend of 2025, she notes: “The radio industry experienced an uptick in both revenue and volume share, which was mostly driven by digital extensions and diversified offerings. Radio companies have turned out to become brand solutions providers, particularly to advertisers who are not served by large ad agencies. Technology advancements like AI and data analytics enabled deeper audience insights, helping radio stations deliver more targeted relevant content to listeners while offering better ROI.”
Looking ahead, she believes the next phase of growth will be driven by deeper localisation, innovation and integration across platforms: "More radio penetration can be expected into micro geographies, which are uniquely positioned to address marketing challenges for brand penetration in these markets, and will continue to remain a resilient medium for influencers and engaged audiences. Growth will be driven by solutions-led sales, innovative content and government policy support, ensuring radio relevance and impact in a dynamic media landscape. Digital integration, hyperlocal content and ground events will create immersive experiences, driving future engagement expansion. With sustainability and philanthropy becoming core consumer preferences, radio networks will likely amplify community-driven campaigns and green initiatives."
(As told to Pritha Pahari)
