XTRA Insights offers further radio research
The past few years have seen a change in the audio consumption landscape. While music continues to be intrinsic to radio, for many listeners, it’s the content provided by radio that sets it apart from alternatives.
While listeners represent one type of radio expert, how do industry experts perceive the importance of music to radio and the current audio landscape?
As part of a wider research project involving radio and audio consumers, Xtra Insights also sought the views of music programmers from around the world by posing a series of questions regarding the current state of radio, as well as their perceptions of the future of music and radio.
When asked “how important is music to radio, now and in the future?”, programmers agreed that music is still as important as ever to radio. In some instances, the programmers’ responses echoed the sentiments identified by radio listeners.