Digital Radio Day notes continued decline in FM

Image: Louise Adelbrecht

BRUSSELS, Belgium — On March 12, maRadio.be, an organization representing about 90% of Belgium’s public and private French-speaking radio stations, celebrated Digital Radio Day. The organization presented the results of the 6th survey by Ipsos on the digital transition in the Fédération Wallonie-Bruxelles. maRadio.be also celebrated its first decade of promoting radio in the South of Belgium and Brussels.

This year’s Digital Radio Day, maRadio.be featured more than 30 speakers, including two media ministers, the president of the French electronic media regulator, Conseil supérieur de l’audiovisuel, and guests from neighboring countries, including France, Germany, Switzerland, the Netherlands and the United Kingdom, who shared their vision on digital radio.

Parity in listenership

According to the Ipsos survey, for the first time, the number of digital listeners equals the FM audience. “It took only a few years for digital channels to find their way on the radioscape,” commented Eric Adelbrecht, CEO of maRadio.be. “FM accounted for 82% of the total listening volume in 2018. Today, it is 54%. Moreover, barely 23% of the listeners use exclusively analog radio technology. On the digital side, we see constant growth. Currently, 46% of listening is digital — 21% via DAB+, 17 % via internet streaming and 9% via TV audio. We expect that sometime this year, DAB+ listening will surpass FM.”

DAB+ and FM have equal audience share in the South of Belgium

maRadio.be used Digital Radio Day to examine awareness of digital radio. After substantial promotion campaigns with the organization’s member stations (the 2023 advertising campaigns cost nearly five million euros), 99% of the French-speaking audience know at least one digital radio technology, and 71% are familiar with the three digital technologies — DAB+, the internet, and TV.

Radioplayer is the radio stronghold

“Improved coverage of DAB+ is crucial by 2028,” said maRadio.be President Francis Goffin. Image: Louise Adelbrecht

Radioplayer.be is the prime vehicle for Belgian radio stations to serve audiences through connected devices. The application also helps encourage radio use among the younger generation. “maRadio.be members want to develop a wide variety of projects, partnerships and technology to boost access to radio content and podcasts in the universe of connected audio. Radioplayer enjoys remarkable recognition with Belgian users and is the perfect brand for this new digital listening platform,” added Adelbrecht.

Francis Goffin, president of maRadio.be, announced that most South-Belgian stations are looking forward to an FM switch-off in 2030 under clear conditions and in consultation with the Flemish and German communities. “It’s therefore essential that the coverage for DAB+ should be improved by 2028 and that the penetration of DAB+ and its audience continues to grow,” said Goffin.

maRadio.be also announced it will provide a digital radio transition plan to the new government after Belgium’s June 9 elections.