Technological advances in the communication sector have transformed listener habits. But for decades now, the radio continues to feature prominently. You might be surprised to realize that the radio outperforms both TV and podcasts. That said, here are some reasons why radio remains popular today.
It is Portable
Radios are largely portable. And this makes it a universal medium for a huge number of people. Besides home use, statistics show that the consumption of radio content mostly happens outside the home. Most people listen to the radio while at work or when driving or while they are at work. During the weekends, most people also find it easy to carry a radio with them during their daily commutes.
Radio Content is Free
Another attraction towards radio is that it does not require any subscription. Advertisers often fund the content offered by radio stations. This makes radio cheaper than other media services, which are continually getting expensive by the day. Accessing radio content only requires that you buy a radio or a smartphone. Notwithstanding, free online radio services also make radio highly appealing to many users.
Radio is Adaptable
Another thing about radio media is that it adapts to changing technologies. For instance, some broadcasters have added an online dimension to the use of radio waves in broadcasting their content. This is evidenced by the fact that a growing number of people access radio through smartphones, laptops, and smart devices. Moreover, being an audio-only medium, radio does not require as much attention as TV does.
It is Inclusive
Radio caters to the needs of many people. It appeals to people across demographics, attracting a massive audience among people of all ages or ethnicity. While some stations are designed to appeal to listeners who share a common taste, the variety of radio stations ensures that all audience preferences are catered for. Unlike podcasts, which target a limited audience, radio often provides content that caters to the needs of a wider audience.
Even though the golden age of the radio might be long gone, it remains a dominant force in the communication industry. Technological advances in this industry, such as online radio streaming platforms and internet radios, have been instrumental in the continued consumption of radio media.