Reading time: 3 minutes
Over the coming weeks we’ll be releasing a series of articles based on a recent research project conducted by Xtra Insights. While these articles can be read individually, we suggest reading them sequentially so you can follow along more easily.
Part 2: The New Era of Audio and Media Consumption
Part 3: One From The Programmers – Radio Now and In The Future
Part 4: The TSL Lifecycle
Part 5: The Four Radio Listener Types
Part 6: The Radio Listener Journey
There was once a time when FM radio used to be all about the music. Other content offerings like talk, news, weather and traffic updates, and advertisements were purely secondary, or the domain of AM. With more choice than ever in terms of both music and audio, does the idea that music serves as the bricks of the format still hold true for these music stations?
Recently, Xtra Insights interviewed close to 3000 people across eight countries in the Asia Pacific region to gain a better understanding of their views towards radio and music. While music was often at the forefront of people’s responses, our research found that the future success of radio lies within the variety of content it offers compared to alternatives. Music streaming services such as Spotify and Apple Music, as well as other audio options like podcasts and audiobooks are seen to be very real threats. However, they don’t offer the same convenient music and content package that radio provides.
For many, radio offers more than just music. It’s a source of entertainment and information. One participant noted “… I get popular and new music, current news and events, interesting conversations, and entertainment from my favourite hosts…” (Female, 24, Australia). Others felt that the content radio offered made it preferable to other music streaming services; “I prefer radio to Spotify now, due to its mix of songs (old and new), getting news & information, which Spotify & other music apps can’t provide.” (Female, 31, Singapore).
Other participants highlighted the human element as an important factor that sets radio apart from its substitutes, “As opposed to music streaming like Spotify, radio offers the human element. It’s also engaging, informative and at times funny, which is something you won’t get through streaming. The feeling is more personal.” (Female, 27, Singapore).
Content is no longer just a form of entertainment or a source of information, it’s now an opportunity to connect on a more personal level with listeners while setting radio apart from potential competitors. As the importance of content grows, so too does the need for it to be of the highest quality. Ultimately, an average song will still perform better than average content. So, while music will continue to form the bricks of radio, it’s clear that content is now an equally important piece in the programming foundation.