World Radio Alliance and egta highlight trust and reach on World Radio Day
For World Radio Day, maRadio.be, representing 90% of radio stations in Southern Belgium, released findings from its seventh digital radio listening survey in the Fédération Wallonie-Bruxelles. The study of 1,500 French-speaking listeners aged 12 to 80 confirmed digital radio’s growing prominence in the region.
While FM radio remains common, 72% of listeners now prefer digital formats: DAB+ leads at 44%, followed closely by Internet radio at 43%, and TV. According to maRadio.be, “75% of audiences are familiar with the three main digital technologies (DAB+, Internet, and TV), while 97% know at least one technology — quite reassuring.”
Digital radio currently accounts for 49% of total radio consumption, with DAB+ leading at 27%. “Digital has already achieved balance with analog among listeners aged 25 to 45, and we expect digital listening to surpass analog radio by 2025,” maRadio.be stated.
The survey found that FM receivers (both home and automotive) remain the most used devices, outpacing DAB+ car receivers. The Ipsos-conducted survey confirms radio’s enduring strength and digital technology’s crucial role, especially among listeners aged 25 to 45. “We plan to launch new promotional campaigns targeting a broad audience as part of our ‘Horizon maRadio 100% digitale’ plan, aiming for a complete shift to digital listening,” maRadio.be concluded.
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