Radio stations around the country are in a consistent struggle to secure young listeners. Especially in major markets over the last few years.
Radio corporations have seen a decline and young listeners, especially at hip-hop stations. Many professionals in the industry understand that kids are getting their music from online streaming sources, social media, and other outlets like podcasts.
In addition, their parents, who are most likely millennials, were not listening to the radio as much as their parents, so as generations progressed, there was less support for the medium.
Many Other Options Besides Radio
In addition, there are so many car options now, from satellite radio to audiobooks to streaming to even talking on the phone for the entire ride, that the options are endless.
Will radio corporations fold? Probably not, as many rush to find out what the next opportunity is, but many will struggle in the process. Many radio corporations have purchased podcast companies as a way to secure the benefits of that industry, and companies like iHeartMedia have done a really good job at being diverse media corporations that do a lot more than just radio.
Radio One, the largest black-owned entity, is looking at the gambling industry and casinos, but all the radio corporations are looking at greater opportunities to serve a public that has a short attention span.
Is Radio Over or in Need of a Shot in the Arm?
Is it too late some say yes. It is, and that is a question on the minds of many in the industry. But it is highly unlikely that radio will be able to captivate younger demos, especially in major markets, to tune in to radio stations, especially when they can get their music direct and online so radio corporations will have to focus on other opportunities to garner audience and fans.