“In 2024, digital transformation redefined radio as a multi-media experience, blending traditional broadcasting with technological innovations, bringing about a big shift in the way the medium is consumed by listeners and advertisers alike. This led to brands offering more personalised, targeted campaigns with the integration of AI, gamification, and interactive content significantly boosting engagement. Focus on being hyperlocal was at the forefront, as radio brands catered to local tastes with regional music, talent, and events, further strengthening community engagement. Audio content and podcasts across streaming platforms too expanded radio's reach while diversifying revenue streams. Categories like Health, Fitness, Pharma, BFSI, Auto, FMCG & Real Estate sustained their growth over last year.
Looking towards 2025, the entire radio experience is set to become more tailor-made, driven by AI and data/numbers to offer customised content that speaks directly to audience preferences. Cohort Marketing will take centre stage as brands directly engage with specific target groups, driving more effective campaigns. Tier 3 and Tier 4 markets will be pivotal, requiring networks to adopt and alter strategies to connect with local advertisers. Niche content will also take centre stage, cutting through the noise and keeping listeners engaged with programming that resonates deeply with their specific interests. AI-driven content curation, voice-activated experiences, and sustainability messaging will be central to radio’s evolution. As digital grows, radio’s strength will lie in combining innovation with its unique ability to create personal, lasting connections.”
