Radio on demand: New habits of consuming radio content

Abstract

This research is an investigation into changes in the radio listening habits of consumers who use on-demand radio. Findings indicate high daily listening rates to online on-demand radiophonic content as listeners are not dependent on schedules. Listeners proactively use the options offered by on-demand radio to satisfy listeners’ diverse needs, in line with the uses and gratifications theory. The diversity of online radio offerings encourages frequent consumption of more varied content. Findings indicate that radio’s entry into the new medium offers interactivity, demassification and asynchroneity, expands its distribution and helps it maintain its role as a relevant medium of influence.