Reinventing the playlist: Why is radio going big on digital

Radio is scripting a power-packed comeback with the help of smart digital integration and at the heart of this transformation lies a clear goal: relevance, reach, and revenue.

As per the EY M&E Report, the radio segment revenues grew 9% in 2024 to Rs 25 billion. The report also revealed that creating event IPs, brand activation, building communities, international music streaming, content production, digital marketing and influencer marketing were the top contributors to higher revenues for radio companies they surveyed.

Leading the charge have been players like Radio City, Big FM and Red FM, who have reimagined radio through a digital-first lens. Be it AI radio jockeys or real-time quiz integrations, radio players are exploring every possible avenue to adapt and thrive.

In the fiscal year 2024-25, Radio City's digital initiatives contributed notably to its overall revenue. “As of Q3 FY25, approximately 12% of our total revenue comes from digital initiatives,” Ashit Kukian, CEO, Radio City, notes, underlining the growing role digital now plays in the network’s monetization matrix. 

Sunil Kumaran, Chief Operating Officer at Reliance Broadcast Network shares that they have been getting about 50% digital reach, without any boosting. That’s significantly improving client reach as well. As for revenue, about 20-30% of their overall revenue now comes from beyond just radio.

The New Ways

“We have already shifted to a digital-first strategy,” says Kukian, pointing to a two-year-long transformation that began with their Radigitalization initiative. “In FY 2024-25, Radio City strengthened its digital-first strategy by blending traditional radio with cutting-edge digital innovation to unlock new revenue streams.”

This evolution is more than just about streaming radio content online. The launch of AI-driven RJ Sia (a virtual host delivering personalized content) and RC Studio (a 24x7 video platform), mark a clear pivot to immersive, on-demand content formats. Kukian highlights that iconic IPs like Love Guru, Radio City Super Singer, and Freedom Awards continue to be reengineered for digital to drive deeper engagement and brand partnerships.

Echoing similar sentiments, Nisha Narayanan, COO & Director, Red FM and Magic FM, believes that the very definition of radio content is being rewritten. “We’ve consciously embedded a digital-first approach across all our campaigns, IPs, RJs as influencers, and on-ground activations,” she says.

One more such campaign was the Quiz India Movement, which merged the frenzy of cricket with the thrill of live quizzing, simultaneously airing on radio and engaging users on a dedicated microsite. “It ran across 37 cities, creating a live dual-platform experience. That’s where the magic lies- radio and digital supporting each other,” Narayanan explains.

For Big FM, Digital strategy has always been a part of what they’ve done, as per Kumaran. “We have digital platforms, strong digital legends as influencers, and we run several initiatives with celebrities across different walks of life, all with a strong digital component. Over the past couple of years, digital has really taken center stage and is now the driving force behind content and engagement across media.”

One major pillar is influencers for Big FM. Kumaran underscores that they've moved beyond just RJs. “We now have a very effective micro and nano influencer program. We also have a community-building initiative called Born Influencers where, for example, we aggregate young mothers into a community on a platform. This can then be deployed for clients who are targeting that audience segment.”

Another example is Slay Nation by Big FM which is an IP built around issues that matter to the youth. It covers everything from fashion to career and relationships. It’s a 360-degree proposition, completely digital-first, supported by college activations, and extended to radio as well.

He further stresses on the challenge, which is about consistently building and scaling these initiatives while staying relevant and engaging. “But we’re confident and continuously working on strengthening our digital presence, expanding our content strategies, and building more communities and IPs.”

Advertisers show renewed interest 

This shift is also widening the advertiser pool. Even as per TAM data, categories like Auto, BFSI and Personal accessories saw an uptick in ad volumes of about 2-5% each in 2024, when compared to 2023.

“Traditionally, real estate has been a big spender on radio. But this year, we’ve seen growing interest from auto, finance, pharma, and jewellery,” Kukian adds. These sectors are now leveraging the medium not just for brand recall but also real-time listener response.

Strategic partnerships with brands like Citroën, Bank of Baroda, and Muthoot Finance have further exemplified advertiser interest in digital-enabled formats for Radio City.

“It’s not about doing ‘just digital.’ It’s about making sure digital plays a smart, strategic role in everything we do,” Narayanan mentions. The hybrid model, integrating radio, digital, and social touchpoints, has opened up richer monetisation avenues, especially among advertisers seeking deeper, multi-platform engagement.

“FMCG, auto, and entertainment brands are especially leaning into this model,” Narayanan shares. “They’re looking for formats that go beyond traditional radio to create interactive storytelling moments.”

What the future holds

The EY report expects segment revenues to recover to Rs 30 billion by 2027. Experts believe the future of media is being shaped where technology meets changing consumer behavior—where innovation isn’t optional, and content defines culture. 

Radio, too, is part of this digital evolution. The players who move quickly, harness tech smartly, and rethink their content game are poised to tap into an expanding universe of engagement and growth.

The road ahead will be shaped by solutions-focused sales strategies, fresh content formats, and supportive policy frameworks, all working together to keep radio relevant and resonant in today’s fast-moving media ecosystem.