The radio, as a traditional device, was used by 56.2% of Italians in 2018 (59.1% in 2017), suffering the same decline, for example, experienced by the car radio (67.7% compared to 70.2% in 2017), while the radio listened to on mobile phones is growing (20.7%).
From this perspective, the introduction of 5G technology – which will present greater efficiency in signal transmission through the telephone network – will open up new scenarios both in terms of expanding the audience of marketing with stockholder database listeners and of the connection between listening to the radio and access to digital content that broadcasters are gradually experimenting with (insights and playlists, video content and entertainment areas ).
If today listening to the radio exclusively from a mobile would mean a data consumption of 2.2 GB per month, for a value of €11 per user, we understand how 5G, although less reliable than digital radio coverage, is a growth lever for the sector.
The same effect will be given by the evolution of the "connected car" and by the development of apps with touch voice commands that Apple and Google players are making available to car manufacturers and which represent a ground of comparison for the new music players themselves such as Spotify.
The radio has always proven to be the best travel companion during driving times, but also at home: this is why the spread of devices such as Google Home and the improvement of software such as Alexa open new avenues for radio broadcasters both for the use of news content and, eventually, for the reproduction of music in a context of progressive disappearance of FM radio.
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