Blog: Radio can continue to thrive in turbulent times

Radiocentre’s CEO Matt Payton has penned his thoughts on radio’s challenges and opportunities in 2025.

“As we begin a new year it’s tempting to look ahead and make predictions about the future. Some of this is sensible planning, scanning the horizon for challenges and opportunities. But if we’ve learned anything in the past few years, it is that uncertainty and events beyond our control can have a significant impact on us professionally and personally.

From what we can tell, 2025 is already shaping up to another year of upheaval and disruption. The inauguration of Donald Trump as US President and all that follows will clearly have an impact on the economic and political situation across the world, including here in the UK. Our own government will also have major decisions to make if it is going to make progress on its agenda.

While these changes will affect us all in some way, they remain largely beyond our direct control or influence. So, without sounding too fatalistic, why worry? Aren’t we better adopting the established psychological approach of thinking about our own sphere of control and sphere of influence, while accepting that there will be many external factors we simply cannot affect? Taking this approach can be quite liberating, as it enables individuals and companies to focus on what they do well and what they could do even better, rather than thinking too much about the inevitable ups and downs they might face along the way.

For audio, the good news is that the foundations are already really solid. Commercial radio had record audiences in 2024, reaching over 40 million people for the first time, with its highest ever share of hours. Advertising revenues were also back in growth after a tough couple of years. For Radiocentre and the audio businesses we represent, there is an opportunity to build on these successes – even in uncertain times – as long as we keep focused on our mission to get industry influencers and decision makers to see radio differently. In practice this is about demonstrating effectiveness, highlighting innovation and representing the sector.

For example, we already have more publicly available research than any other medium, but we plan to add to this in 2025 with new work exploring the benefits of linear and digital audio. We are also focusing on our marketing and events, with our biggest ever Tuning In North conference in Manchester on 13th March, as well as new plans to promote audio to advertisers. These are the types of initiatives that we can control and potentially use to help inform the decisions of clients and agencies when choosing how to invest in 2025 and beyond.

Similarly, in our policy work representing the sector we will continue to focus on initiatives that we can control and drive while thinking within our potential sphere of influence. This includes work with government on the future distribution of radio, as well as with regulators like Ofcom on serious threats to competition from new BBC initiatives and services. We will also be staying close to the implementation of the Media Act, as new measures to secure radio on smart speakers and ensure future viability come ever closer.

None of this detracts from the importance of the bigger picture and long-term planning. However, this year more than ever, we need to focus on what we can realistically control and influence. That way radio and audio can keep thriving even in turbulent times.”