Radio consumption habits B.C. (
before Corona) were very different than they are today. People used to listen to the radio in the car, on the way to work, friends, family or to the mall.
People used to tune in, not only to listen to music, but to get updates on what’s happening in the world and listen to what their favourite talk show hosts have to say.
But now, since movement has been restricted, all this has changed.
So, how has the radio industry changed and adapted to the ‘new normal’? Let’s find out:
1. Radio has more listeners than ever before
According to Haseena Cassim,
YFM station manager in South Africa, listener patterns are changing and the time spent listening is on the rise.
YFM has received “a
40% increase in streaming numbers, as well as a 70% increase in engagement on social media,” which is a clear indication that people are seeking information and making use of radio to get their fix.
YFM was not the only radio station with an increase in streaming numbers. Jackie Lawrence Mboki,
Highlands FM radio director in Tanzania, said that they have also been seeing an increase in weekly listeners.
The increase in listenership can be attributed to a number of reasons, according to Nada Wotshela, SABC group executive radio.
"Public Broadcast Stations are assuming the role of [a] trusted friend to communities. They are also helping with supplying credible information, like assisting people to get access to food supplies.”
2. Digital is the way to go for radio
According to 2020’s
Radio Days Africa moderator, Franz Krüger, they considered postponing the 2020 event. However, making it all digital has made it easier for a lot more people to join in the conversation from around the world.
Cassim also says that “the station has subsequently put a lot of emphasis on developing their digital strategy in recent months,” and that they encourage other stations to do the same.
Making sure that a radio station is available on digital platforms and that they are visible on social media makes it easier for more people to listen to the station and engage with them. People are also more keen to stream radio services on their laptops, since they spend less time in the car at the moment.
3. Radio should focus more on providing information
Matt Deegan from
Fun Kids radio and Folder Media founder in the United Kingdom, says that “stations have to get a handle on changing human behaviour and adapt what they are offering according to this.”
To do just that,
Highlands FM has decreased the amount of music it plays and it has been replaced with more news and information. Mboki said she never thought that would ever happen with radio. This is a clear indication that listeners want to be informed about current affairs and that they turn to radio for this information.
Do you still listen to the radio while being at home? Let us know in the comments section below.Ufuna izindaba ezishisayo?
Bhalisela encwadini yethu yezindaba.
*Image courtesy of
Vecteezy