Radio consumption is shifting to non-radio devices as people listen on their mobile devices and computers through internet streaming. On-demand listening of radio content will become more mainstream as high-speed internet access increases. Radio programmers and advertisers will need to develop their content and ads with mobile and on-demand listeners in mind in order to engage these new types of listeners. Targeted niche programming and "pop-up" stations may allow radio to offer more customized content beyond traditional formats. Advertisers will be able to directly target listeners in new ways through radio on mobile devices.

1. RADIO
CONVERGENCE
TRENDS TO
WATCH IN 2014

2. MORE PEOPLE
CONNECTING TO RADIO ON
DEVICES THAT AREN’T
RADIOS
How many devices in your home allow you to
connect to a radio station through the internet?
Now how many devices, that aren’t in storage,
connect you through FM?
I’d wager that we’re conservatively looking at a
4:1 ratio.
From here on in radio is going to be consumed
on gadgets other than radios, so what passed
as radio advertising before is going to be
challenged purely because the listener has
changed.

3. STREAMING/ON-DEMAND
LISTENING TO MOVE INTO
THE MAIN STREAM
One of the new habits that listeners will adopt is
on-demand radio in the home and in the car.
We will see streaming and on-demand
consumption move into the mainstream as
people explore the limits of their mobile devices
and high powered broadband.
However – while the on-demand culture will
become more main stream – I see people
starting to consume more niche programming in
this way.

4. MOBILE FIRST
PROGRAMMING
It’s always interesting as a radio person to
watch the trends in TV – especially in the
sophisticated U.S. Market.
Major networks like Disney and MTV are
already launching new shows through their
tablet app, weeks before the on-air screening
date – creating real value for loyal fans.
I see the leading radio brands starting to
develop their programming and advertising
offerings with mobile top of mind and asking
how they can reward mobile and in-app
listeners.

5. POP-UP BROADCASTS
Niche programming for targeted audiences
will allow radio stations to offer content
beyond the all-things-to-all-people formula.
This will allow radio brands to create short
burst programming in the form of pop-up
radio stations AND pop-up video broadcasts
of the same events.

6. ADVERTISERS AND
CREATIVE AGENCIES TO
EMBRACE THE TARGETED
LISTENER
The new listener habits will give advertisers
direct contact with customers in a way that radio
has never previously offered.
Advertising can now be targeted and segmented
and decrease wastage while still keeping reach
and frequency high within the desired target
market.
Creative will take advantage of this and be able
to explore radio ideas and concepts that are not
always easy to implement on the traditional
platform.