New global data from the World Radio Alliance and egta, the international trade body for multiplatform TV and audio businesses, confirms radio remains the dominant force in audio. Released for World Radio Day 2025, the research shows radio reaches up to 90% of the population in key markets, commands the largest share of ad-supported audio listening and remains the most trusted medium worldwide.
Live radio is the leading audio platform in today’s crowded media environment.
Caroline Gianias, World Radio Alliance President
Key findings include:
- Radio leads audio consumption. Live radio holds the largest share of listening time: 76% in Ireland, 71% in Germany, 69% in Finland and 70% in the U.K., reinforcing its role as the most consumed audio format and a high-impact platform for advertisers.
- Live radio drives ad-supported audio. Amid the rise of ad-free subscriptions, live radio remains the dominant ad-supported platform, accounting for 88% of time spent with ad-supported audio in Belgium, 87% in the Netherlands, 78% in Australia and 70% in the U.S.
- Radio reaches more people weekly than any other audio format. It reaches 90% of the population in Ireland and the Netherlands, 88% in the U.K., 84% in France and 83% in Portugal, making it one of the most powerful mass media channels for advertisers.
- Radio is the most trusted medium. Sixty-nine percent of people in the E.U. and 70% in non-European countries consider radio the most reliable source of information. This trust translates into higher audience engagement and credibility for advertisers.
- Radio is the most mobile mass medium. It is accessible on any device, is hands-free and eyes-free, and is accompanied by listeners throughout the day.
Supporting World Radio Day
Caroline Gianias, president of Radio Connects and the World Radio Alliance, said, “In support of World Radio Day, the World Radio Alliance developed this report to highlight radio’s dominance in the audio landscape. Recognized for its vast reach and trusted by listeners worldwide, live radio is the leading audio platform in today’s crowded media environment. In an era of misinformation, rapid news cycles and natural disasters, radio remains a reliable source of information and, in some cases, a lifeline. It is the only audio platform that instantly connects thousands of people, fostering a sense of security and community. Free and universally accessible, radio continues to engage audiences with reliable content anytime, anywhere.”
Thierry Mars, radio director at egta, said, “In the fast-expanding world of audio, radio remains the undisputed leader. With its reach, deep listener loyalty and unparalleled companionship, radio delivers unrivaled advertising power, making it the ultimate platform for brands to build connections and drive results.”
The full report is available for download here.
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