The author is owner/president of Sound Advantage Media. His commentaries appear here regularly.
The Edison Research Share of Ear survey asked Americans how they divided their daily audio time in Q2 2025. That data, combined with listening behavior as far back as Q3 2024, indicates listeners ages 13 and up spend just over one-third of their audio day (34%) with traditional or streamed radio.
Those findings reinforce AM/FM’s role in Americans’ daily audio habits. However, this is a measurable slip for radio from just two years ago.
This trend reflects how smartphones, smart speakers and on-demand platforms have reshaped audiences’ listening habits over the past few years as technology has advanced, with devices and services consistently altering how people now engage with audio.
All this begs the question: How can radio compete in a digital world?
Here are actionable strategies for radio over the next three years to remain competitive — and even thrive — in a digital-first media world.
- Redefine “Reach” as Influence. Don’t count ears; ignite them. Radio is very passive with its massive weekly reach. Shift your focus from audience size to igniting them. Use call-to-action campaigns (social tagging, listener-generated content, SMS polls) to measure engagement, not just exposure.
- Turn On-Air Talent into Local Influencers. Your morning talent is a micro-media brand. Encourage air talent to build multi-platform personas. Include YouTube, TikTok, Instagram and Substack newsletters to extend their personalities beyond the mic and build daily parasocial connections.
- Become a Content Multiplier. What airs once can air five times. Repurpose on-air segments into short-form videos, podcast clips and text reels. Promote them on social media, YouTube Shorts and in newsletters. One hour of radio = a week of digital content if done correctly.
- Launch Niche Micro-podcasts. Leverage air talent + niche passions. Have your personalities or producers host short weekly podcasts around unique verticals: true crime, local history, local large personalities, parenting, sports betting. Promote them via OTA + social. Build a radio-to-podcast funnel.
- Collaborate with Local Creators and Events. Influencer + radio = double the impact. Co-create branded content, appearances, or contests with YouTubers, TikTokers, or event promoters. Radio boosts your reach; it modernizes your image. Mutually beneficial.
- Treat Your App Like a Media Hub, Not a Stream Button. Your station’s app has to do more than “listen live.” Add exclusive video interviews, geo-targeted weather/news alerts, “skip back” audio and community events. Make it the digital front door of your brand — not just a stream.
The next three years will require bold, even controversial moves that push radio beyond the traditional “digital extensions” and into uncharted territory.
