Listening to commercial audio in the United Kingdom could rise by 20% over the next decade, according to forecasts presented by Radiocentre at its Tuning In 2026 conference. Radiocentre, the trade body for U.K. commercial radio, also expects advertising revenue to grow, although it did not give a specific figure.
The forecast covers radio, podcasts, and streaming across the commercial audio sector. Radiocentre’s analysis did not break down the projected increase by listening format.
Conference discussions also examined how radio brands are adapting to the wider audio market. Andria Vidler, president of the Advertising Association and a former executive at Capital Radio and Bauer, said radio had reinvented itself by becoming part of a broader audio environment.
Representatives from Global discussed the role of presenters, audience interaction through WhatsApp and shared on-air moments. Bauer outlined how it is repositioning its KISS brand around a multimedia identity to strengthen its connection with younger audiences.
Radiocentre also presented “Sound Profits,” a study of how advertisers divide budgets among audio, search engines and social media. It found that shifting some digital advertising investment to audio could generate an additional £1 million in profit for advertisers with an average media budget of £12.7 million.
You can view or download the “Sound Profits” presentation here.
A separate survey of 6,000 adults examined audio’s influence on brand familiarity and trust. Radiocentre presented these findings as evidence of advertising effectiveness, distinct from its forecast for growth in audio listening and advertising revenue.
You can watch a selection of videos from the Tuning In 2026 conference here.
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