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On March 9, maRadio.be — the consortium representing French-language public and commercial radio stations in Belgium — published the 2025 results of the eighth edition of its audience survey, conducted by market research company Ipsos.
The findings coincide with the latest CIM Audio Time data, which show that, for the first time, the share of listening via digital platforms equals that of FM in the Fédération Wallonie-Bruxelles.
In 2021, FM accounted for 64% of listening. According to the survey, digital listening — combining DAB+, internet and TV distribution — now represents a share of listening comparable to FM. In terms of audience reach, digital radio reaches 79% of the French-language audience, while FM reaches 67%. Within digital listening, audiences primarily use DAB+ (20.5%), internet streaming (19.5%) and television (10.1%).
maRadio.be says the growth of internet listening also introduces stronger competition from global streaming platforms. However, the consortium says most listeners continue to access French-language Belgian radio stations through their own apps and websites. According to maRadio.be, Radioplayer is the preferred radio aggregator for 54% of listeners, citing audio quality, ease of use and the availability of multiple stations within a single application.
Congratulate the strategy
The Ipsos research also highlights the continued importance of local content. According to the survey, 80% of listeners value the quality of information provided by stations, their credibility, musical diversity, the presence of on-air presenters and the discovery of new talent.
Meanwhile, the cross-media campaign “Ecoutez vos oreilles, passez à la radio numérique” — translated as “Listen to your ears, tune in to digital radio” — is targeting young adults, families and older listeners. The radio, TV, digital and print campaign aims to explain why and how audiences can listen to digital radio.
“When analyzing the results of the various figures related to our studies, one can only congratulate the strategy that the radio sector has developed through maRadio.be over the years,” said maRadio.be CEO Eric Adelbrecht. “Listeners understand that radio is now listened to digitally thanks to new receivers and new modes of consumption.”
Adelbrecht added that radio continues to adapt as listening habits evolve. “For more than 100 years, radio has continued to adapt to its time. Even if the world of IP opens up new international competition, the complementarity with FM listening makes the medium even more powerful — 88% of French-speaking Belgians say they have listened to radio in the past 12 months.”
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