Radio’s Apocalypse: How Podcasting and Streaming are Wrecking the Industry
The traditional radio industry is on the brink of collapse, with podcasting and streaming services ravaging its very existence. The latest figures from the Interactive Advertising Bureau (IAB) reveal a catastrophic decline in mainstream radio listeners, as South Africans flock to online platforms in droves.
Smartphones and Streaming: The Perfect Storm
The widespread adoption of smartphones and digital devices has created a perfect storm of change, with radio listeners abandoning traditional sets for online audio content. The IAB’s dashboard reveals a staggering growth in dedicated online audiences for radio station websites in Gauteng and KwaZulu-Natal (KZN), with 5.6 million listeners visiting Jacaranda FM’s website alone.
The Rise of Niche Radio
Niche radio stations, such as Sepedi, Zulu, and Tswana stations Thobela FM, Ukhozi FM, and Motsweding FM, are also enjoying a surge in online popularity, with millions of page impressions during the quarter. The proliferation of digital devices and declining data costs have created a golden age for online radio, with audiences migrating to digital platforms in droves.
The Death of Traditional Radio
Industry insiders are sounding the alarm, warning that traditional radio is facing extinction. "The pandemic accelerated the adoption of digital technologies in SA by an estimated four years," says Chris Borain, independent media and digital innovation consultant. "This has contributed to the large-scale shift to online radio listening."
The Rise of Podcasting
Podcasting, once a niche format, is now exploding in popularity, with South Africans consuming podcasts at an exponential rate. While many doubt podcasting will become mainstream media, it’s undeniable that traditional radio is facing a tectonic shift, as audiences abandon traditional sets for online audio content.
The End of an Era
The writing is on the wall: traditional radio is on its last legs. As podcasting and streaming services continue to ravage the industry, radio stations must adapt or die. The future of radio is online, and it’s time for the industry to wake up and smell the coffee.
