Traditional radio is still in demand in the age of online content consumption

Millions still listen to the radio

Published: 2 January 2023

The National Media and Infocommunications Authority (NMHH) and the Association of Radio Media Service Providers (RAME) have signed a cooperation agreement with the aim of increasing the effectiveness of public interest radio activities and consumer awareness.

The cooperation’s aim is to raise the profile and recognition of the radio profession and modernise radio broadcasting, and it will focus on research, studies and publications, as well as the organisation of professional events. Research conducted on behalf of NMHH and its professional partners confirms that traditional radio broadcasting still has an audience base in the age of online content consumption. In 2022, the developments in the global economy had left their mark on the business performance of most media service providers, including radio stations. “Radio operators can meet the challenges by continuously proving the efficiency, flexibility and speed of radio as a medium, and by providing an even higher level of customer service," said Árpád Turi, President of the Association of Radio Media Service Providers. “In this situation, it is of paramount importance to exploit professional synergies and to increase efficiency and consumer awareness, which is what our cooperation with the NMHH is helping to achieve," added the President.

Today, 5.2 million people listen to the radio every day

Regular radio listening surveys carried out in Hungary on behalf of the NMHH have shown that the importance of radio has not declined significantly even with the rise of online content consumption. Radio is currently listened to by 5.2 million people aged 15 and over every day and 7.5 million every week.

"One of the cornerstones of our joint work with the Association of Radio Media Service Providers will be media market research, analysis and communication. Market analysis is crucial for understanding trends and consumer insights, as well as for the strategy to be developed. A recent study revealed that traditional radio and online audio content consumption can go hand in hand. The use of new digital channels will not be at the expense of radio broadcasting,”  emphasised Dr. László Zsolt Szabó, Director of Media Market Cooperation and Research at the NMHH.

The survey also revealed that young people prefer to listen to both live and archive radio programmes online. The Authority, together with the Association of Radio Media Service Providers, expects future research to provide further useful data to support the joint work.