The future of Radio

Generation Z, which is projected to account for 40% of all consumers in the UK by

2020, shows little interest in traditional media, including radio, having grown up in
an on-demand digital environment. AM/FM radio is in the midst of a massive drop-
off as a music-discovery tool by younger generations, with self-reported listening to
AM/FM radio among teens aged 13 and up declining by almost 50 percentage points
between 2005 and 2016. Music discovery as a whole is moving away from AM/FM
radio and toward YouTube, Spotify and Pandora, especially among younger listeners,
with 19% of a 2017 study of surveyed listeners citing it as a source for keeping up-to-
date with music — down from 28% the previous year. Among 12-24 year olds who
find music discovery important, AM/FM radio (50%) becomes even less influential,
trailing YouTube (80%), Spotify (59%), and Pandora (53%).I think radio should try to
adapt to the new digital reality because the global music ecosystem is better off with
a vibrant, innovative broadcast radio industry. A similar revolution rocked the music
industry, which ultimately approached digital disruption as an opportunity to evolve.
Broadcasters should take the same approach. Rather than resist the Digital Age,
radio must either ride the digital wave or have it crash on top of them. Apple Music,
Spotify and Pandora have created offerings targeted at radio’s audience of the
future. The result: AM/FM radio listening among teens declined by almost 50
percent between 2005 and 2016. BBC are a huge organisation so this amount of
change takes a lot of time and funding.