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Summary and extracts
1 Market Overview
1.1 Definition and presentation
The word "radio" refers to the medium by which audio content is broadcast in real time to different geographical areas. Radio is considered one of the most popular mass media. The different types of radio are
- Analog radio: this is the classic form that still prevails today.
- Digital radio: this category includes digital terrestrial or satellite television and web radio.
- Satellite radio: radio transmitted through the satellite network.
Globally, The global radio station market is expected to grow from $83.74 billion in 2022 to $87.31 billion in 2023, with a compound annual growth rate (CAGR) of 4.3 percent.
According to ISTAT data referring to the ateco code: 60.10.00 on "Radio broadcasting," there will be a total number of 709 broadcasts in 2021. The distribution of radio broadcasters on the Italian territory is largely concentrated in southern Italy. Just under four out of ten radio broadcasters, in fact, are located in Southern Italy (26 percent) and the Islands (13.8 percent). This is followed by the remaining geographical macro-areas of Central (25.1 percent), Northwest (21.3 percent) and Northeast (13.8 percent). The region with the highest presence of radio broadcasting is Lazio with 14.8% of the total
The trend in the industry is for a decline in younger listeners (14-25), who are gradually abandoning radio in favor of streaming services. In fact, in 2022, in Italy, podcast consumption increased by 7% to 15.4 million listeners, with an average listening duration of 23 minutes. As for the places where Italians listen to the radio most, the car remains in the lead, but there is also significant growth in listening at home, following the pandemic period, which has led to a change in the habits of radio broadcasting enjoyment.
1.2 World Market
The global radio station market will grow from $**.** billion in **** to $**.** billion in ****, with a compound annual growth rate (***) of *.*%. The radio station market is expected to grow to $***.** billion in ****, with a CAGR of *.*%.a radio station is defined as a complex structure consisting of radio transmitters, antennas, and other ...
1.3 Italian Market
Radio stations make money by selling advertising, so we can understand its development positively or negatively based on the value the advertising investments obtained. Radio, is confirmed as the only medium between TV and Print that grows in almost every month of the year. During the month of December ****, the medium ...
1.4 Covid-19 Impact
Some of the restrictions put in place during the pandemic, such as less mobility, had an impact on radio listeners, changing their traditional radio enjoyment as well. Before the pandemic, about **.*% of listeners preferred the car as the place to listen to radio broadcasts. During the course of the pandemic and ...
2 Demand analysis
2.1 Socio-demographic data of listeners
The graph below shows the evolution of the number of listeners divided by gender. Until ****, the number of female listeners was higher than the category of male radio listeners, only to present a reversal from **** onward. There is no notable difference between the two groups, which differ by a few hundred ...
2.1 Content preferences
Contemporary pop/adult music and Rock/alternative/indie music are the top two responses from Italian consumers in Statista's survey on "Favorite Radio Content by Genre." The survey was conducted online among *,*** respondents, ages **-**, in Italy in ****.
Favorite radio content by gender in Italy as of March **** Italy, ****, as % of ...
2.3 Most listened to radio stations
From January to June ****, RTL ***.* was the radio station with the highest average number of daily listeners in Italy: over six million. Radio Dimensione Suono-also known as RDS ***% Greatest Hits-ran in second place with nearly *.* million daily listeners.
Top radio stations in Italy in H* ****, by average number of daily listeners Italy, ...
2.4 Motivations behind listening to the radio
The graph describes the role of radio for different activities according to the opinion of survey participants. **% of participants believe that the radio plays an important role in relaxing. Almost the same percentage (***) use the radio to listen to their favorite music. **% of the participants use the radio to improve their ...
3 Market structure
3.1 Characteristics of the Italian market
Over the past five years, the number of radio broadcasts has been steadily decreasing, reaching a total number of *** in ****, from the *** recorded in ****. Organizationally, the radio broadcasting sector is predominantly made up of corporations, accounting for **.*% of enterprises. This is followed by other corporate forms, corresponding to **.* percent, partnerships with ...
3.2 Differentiation by transmission types
NationalRadio: In ****, the Italian radio market at the national level consists of a total of ** operators (***).
* are radios under the public service operator RAI, ** are radios of a commercial nature owned by ** corporations (***); * are radio stations of a community nature (***)
Radio Nations/Company Groups
Local Radio: The local radio sector ...
3.3 MISE: fund for small and medium-sized creative enterprises
This Fund, with an endowment of ** million euros for the years **** and ****, aims to promote the establishment, development and consolidation of businesses operating in the creative sector, through the granting of grants, facilitating access to credit and promoting innovative financing tools, as well as other initiatives for the development of the ...
4 Supply analysis
4.1 Existing types of radio broadcasting
In Italy, the ** national networks with a commercial character - Deejay, RDS (***) attract, overall, only **% of the audience. More substantial is the local radio sector, consisting of more than *** broadcasters, accounting for about **% of the audience. None of the European commercial networks, in fact, has a listenership comparable to that of ...
4.2 Supply Trends: Web Radio & Podcasts
In the past, small transistor radios were the most popular tool for listening to the radio, easily carried in one's pocket. However, today the smartphone has emerged as the most innovative medium through which the younger generation and the general public can listen to radio. Each radio station has its own ...
4.3 DAB broadcasting, the market-leading innovation
Radio has always adapted to technological innovations and sought to take advantage of new opportunities as they arose. The advancement of DAB, which offers high listening quality, has enabled the development of thematic radio stations that can be listened to not only live, but also in specialized modes for fans. The ...
5 Regulations
5.1 Regulation
In Italy, radio broadcasting is subject to various rules and regulations. The following are some of the main Italian regulations concerning radio broadcasting:
Law No. *** of August *, **** (***): This law establishes the general regulatory framework for the organization and operation of the Italian radio and television system. It regulates aspects such as ...
6 Positioning of actors
6.1 Segmentation
- RAI - RADIOTELEVISIONE ITALIANA S.P.A.
- R.T.I. S.p.a
- ELEMEDIA S.P.A.
- Radio Dimensione Suono S.p.A.
- Radio Maria
List of charts presented in this market study
- Value of the world radio market
- 2022/2021 % change in advertising investment
- Changes in radio listening habits during the pandemic
- Change in the tools used for radio listening with the advent of the pandemic
- Number of radio listeners in Italy in 2023, by employment status
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