Africa’s radio and audio broadcasting industry is entering a pivotal stage in its evolution, with broadcasters embracing digital technologies, expanding their audiences and preparing for the next wave of industry transformation. However, new research suggests that the sector must now focus on strengthening audience intelligence, digital monetisation and technology investment to secure long-term sustainability.
These insights emerge from the Radio & Audio Broadcasting in Africa 2026 Industry Survey, released by Broadcast Media Africa (BMA). The survey examines how broadcasters across the continent are responding to changing audience behaviour, digital disruption and shifting commercial realities.
The survey shows that radio continues to enjoy strong audience loyalty, with 60% of broadcasters reporting audience growth over the past three years. Furthermore, every broadcaster indicated plans to invest in new digital technologies within the next two years, highlighting widespread confidence in the future of the industry and a clear commitment to innovation.
Despite this positive outlook, the survey finds that Africa’s radio sector remains in transition. More than 80% of broadcasters are still operating either analogue services or basic online platforms, while only 17% have fully digitised or digital-first operations. This suggests that although broadcasters recognise the need to transform, much of the industry’s digital journey is still ahead.
The report also shows the rapid evolution of audience engagement. According to participants, listeners are increasingly interacting with broadcasters through streaming platforms, WhatsApp, social media and mobile applications, with digital channels now representing nearly half of all audience engagement. However, commercial returns have yet to match this shift, with digital activities accounting for only a small proportion of industry revenue.
Another major finding is the industry’s continued reliance on limited audience measurement capabilities. Many broadcasters still lack comprehensive data on audience size and listener demographics, making it more difficult to demonstrate value to advertisers, optimise programming strategies and develop data-driven commercial models.
Rather than identifying a lack of willingness to innovate, the survey concludes that the industry’s principal challenges lie in execution. Broadcasters are investing, experimenting and adapting, but require stronger measurement tools, improved digital infrastructure and more effective monetisation strategies to fully capitalise on changing audience behaviour.
Commenting on the findings, Benjamin Pius, CEO of Broadcast Media Africa, said, “Africa’s radio industry has demonstrated remarkable resilience at a time of unprecedented technological change. What this research shows is that broadcasters have already begun the digital journey, but the next phase will require greater investment in audience data, digital business models and technology infrastructure. Those that successfully align audience growth with commercial innovation will define the future of radio broadcasting across the continent.”
Among its recommendations, the report encourages broadcasters to prioritise audience measurement, accelerate digital revenue strategies, expand podcast and on-demand services, and diversify advertising offerings. It also calls on regulators, industry associations and development partners to support shared audience measurement initiatives and investment in digital broadcasting infrastructure that will strengthen the sector as a whole.
As radio continues to play an important role in informing, educating and connecting communities across Africa, the findings provide a timely roadmap for broadcasters looking to remain competitive in an increasingly digital media landscape.
The Radio & Audio Broadcasting in Africa 2026 Industry Survey offers one of the most comprehensive snapshots of the sector’s current performance, emerging trends and future priorities, providing valuable insights for broadcasters, policymakers, technology providers, advertisers and investors committed to advancing Africa’s broadcast media industry.
To view the brief survey report, including detailed analysis, data tables, regional trends and strategic recommendations, please check HERE.
To access the full report of this survey, please check HERE.
