Music Marketing

Does Radio Matter In The Streaming Era?

William Duvall

Apr 6, 2023 — 2 min read

In today's world, streaming has taken over the music industry, and radio's significance is being questioned. Streaming services like Spotify and Apple Music offer unlimited options for curated playlists and allow users to skip tracks they do not like.

Given the convenience offered by these services, one might wonder if the radio is still relevant in the streaming era. Surprisingly... the answer is yes. While streaming services have disrupted the industry in numerous ways, radio still remains relevant in the streaming era.

Human Curation

One significant advantage of radio is that it is a powerful medium for discovering new music. Although streaming services can introduce listeners to new artists and songs through curated playlists, these recommendations are primarily based on algorithms and user data.

In contrast, human curators, DJs, and tastemakers are responsible for introducing new music on the radio, adding a personal touch to the experience. This means that radio can introduce listeners to music that might not feature on a streaming playlist.

Advertising

Furthermore, the radio remains a powerful tool for advertising. Although streaming services offer advertising options, radio still reaches millions of listeners daily, with many captive audiences during their daily commutes. This makes radio an essential tool for advertisers looking to reach a broad audience quickly and efficiently.

Shared Experiences

Most importantly, radio offers a shared experience that streaming services cannot replicate. While streaming services are excellent for individual listening, radio provides a communal experience that can bring people together.

For example, tuning in to a morning show with colleagues or listening to a countdown of the week's top tracks with friends. This shared experience is something that streaming services cannot provide.

Many radio stations have a loyal listener base that tunes in daily for news, traffic updates, and weather reports. This consistent engagement creates a sense of connection and belonging to the local station, thereby driving engagement and loyalty.

While streaming services have transformed the music industry, radio remains relevant. Radio's advantages include music discovery, community engagement, advertising, and shared experiences. Thus, we should not overlook radio's importance and value in today's world.