The Indian Radio Industry: Time to Tune into a Digital Future

By Bhargav Das (Media Professional, Noida) | May 1, 2025

The Indian radio industry, often dubbed the "forgotten medium" in the age of reels and algorithms, saw a modest 9% growth in 2024, touching ₹2,500 crore (US$ 291 million). Encouraging as it is, this number pales against the digital advertising juggernaut, which surged 17% to ₹70,000 crore and now commands 55% of India’s total ad spend.

With music revenues declining and news subscriptions stagnant, radio faces an urgent crossroads. Can it reimagine itself in the digital-first economy, or risk becoming static background noise?

Lessons from the U.S.: The Digital Pivot Works

Across the globe, the U.S. commercial radio sector has crossed a major milestone — over $2 billion in digital revenues in 2024. That's nearly a quarter of the average station’s income. With digital sales expected to rise by 9.7% in 2025, U.S. radio’s story is one of evolution, not extinction.

Key to this transformation? Streaming video, not audio. Social media, SEM, and digital display now outperform traditional formats in growth. Crucially, 82% of U.S. radio stations are actively converting digital-first advertisers into broadcast clients, creating a virtuous loop.

India's Missed Frequency: Where We Lag

Despite a growing youth population and increasing smartphone penetration, Indian radio’s digital revenue contribution remains negligible. Unlike the print industry, which is experimenting with premium formats and digital bundles, radio remains largely terrestrial in its thinking. Most stations rely heavily on ad volumes and occasional branded content deals, without structured digital strategies.

Even as events and weddings fuel alternate revenues, radio’s role remains secondary — a branding afterthought, not a marketing centerpiece.

The Revival Roadmap: From Static to Stream

If Indian radio is to revive and thrive, it must:

• Build Streaming-First Brands: Embrace on-demand radio, podcast series, and hyperlocal video content. Like U.S. stations, Indian players must invest in apps and OTT integrations, letting listeners curate rather than consume passively.
• Integrate with E-commerce and Events: With digital ads driven by social commerce, radio can partner with small businesses and creators for shoppable radio — click-to-buy via RJs or QR-linked audio ads.
• Train for Digital Sales: The U.S. identified lack of digital sales expertise as a major bottleneck. Indian stations must train sales teams to sell cross-platform campaigns — radio + reels + search.
• Leverage Vernacular and Community: India's linguistic diversity is an untapped goldmine. Hyperlocal digital stations, rooted in culture but amplified by tech, can own niches that streaming giants overlook.
• Tap Government and Civic Content: With election-year spending bolstering media budgets, radio can reposition itself as the go-to medium for trust, especially in Tier 2/3 cities. Bundled digital+radio civic awareness campaigns could be the new normal.

Radio Must Hear the Digital Wake-up Call

Indian radio doesn’t need to fade out. But to stay relevant, it must shift from being just an "audio platform" to a digital content ecosystem. The airwaves may be old, but the ears tuning in are changing — and the industry must change with them.