Radio, a cornerstone and heavyweight of the entertainment industry, began a quiet yet seemingly irreversible decline with the rise of television. The internet was expected to be another nail in its coffin. “Video killed the Radio Star” was the musical prediction back in 1979. But in 2025, nearly half a century later, the situation looks a bit different. Radio is still alive.
The Introduction of Private Broadcasting Licenses – The Start of Competition
In the media industry, as in all other industries, competition is good for business. The first private FM radio station, “Radio Weinstraße,” went on air on January 1, 1984. This marked the end of the rather lethargic era of state broadcasting corporations. In the following two years, nationwide stations such as RPR and Radio Schleswig-Holstein joined the market. The industry began to move, with regional, state-wide, and national stations emerging. Some distinguished themselves from public broadcasters by offering target group-oriented programming. When public broadcasters realized this was a way to counter declining listener numbers, they also began implementing niche channels. Examples include “HR Info,” “Bayern Klassik,” and “Planet Radio.” By the end of 2024, 503 radio stations shared frequencies in Germany. However, state broadcasters announced in 2024 that they would close some stations due to cost concerns. Regardless of whether niche programs remain or not, radio continues to be an integral part of everyday life. But how does radio stand out from “modern” media?
Radio Is Everywhere
Compared to television—whether traditional via antenna or cable or as a streaming service—radio has a significant advantage: it can be listened to in the car, while cycling, jogging, or on the subway. Watching TV on your phone isn’t as convenient and is even illegal while driving. With a phone, radio is always accessible.
Television vs. Radio – Trends Over Time
The popularity of television as a leisure activity has been declining for some time now. While it remains in first place, its numbers dropped from 95.5% in 2018 to 93.5% in 2021. In contrast, radio listening has seen increases during this period—from 83.8% (2019) to 84.9% (2021). There’s still room for growth to reach the 85.8% recorded in 2018 (Source: Statista).
The Older You Are, the More You Listen to Radio
Radio’s enduring and even growing popularity also comes at the expense of streaming services like YouTube. Interestingly, the 15- to 29-year-old demographic is increasingly turning back to radio. Clear favorites are stations accessible via DAB+. However, those aged 60–69 were the top listeners in 2023, averaging 203 minutes daily (Source: Statista).
Radio Advertising – Sticks in Your Ears and Stays in Your Head
For businesses and advertisers, radio remains an important medium for advertising. Producing radio ads is significantly cheaper than creating TV or cinema commercials. Thanks to differentiated programming tailored to specific target groups, advertising can be placed much more effectively. For instance, running ads for stairlifts on “Planet Radio” would be as wasteful as advertising Red Bull on “Bayern Klassik.”
Despite its importance, radio advertising holds only a modest market share of 5.8%, second-to-last place compared to other media formats. Television dominates with a hefty 48.5%. Who advertises on radio? The top four spots—before Amazon—are occupied by Lidl, Kaufland, Rewe, and Penny supermarkets. This makes sense since groceries appeal across all age demographics; even teenagers aged 14–19 shop at discount stores. Spending on radio advertising has grown—for example, Radio/Tele FFH GmbH & Co.’s expenditures rose from €8 million in 2018 to over €12 million in 2023. However, forecasts suggest that advertising revenues may decline again (Source: Statista).
What’s Next for Radio?
One reason for radio’s resilience lies undoubtedly in increased mobility among people. Post-COVID trends show that individuals are spending more time “on the go”—whether for leisure activities, commuting to work, or simply enjoying outdoor pursuits like cycling or hiking. Radio serves as an entertaining and informative companion during these moments. Private stations paved the way with target group-oriented programming, which state broadcasters have since adopted as well. Technologies like DAB+ and internet streaming allow people to listen to their favorite station from anywhere—whether from Germany’s Baltic Sea coast or a beach in Mallorca—ensuring that radio remains a steadfast companion into the future.
