Mixed signals: Competition will loom, but improved advertising will support modest growth

Over the past five years, the Radio Broadcasting industry has battled to maintain its relevance and audience due to competition from digital media platforms. However, radio has maintained its audience reach and slowly increased ad revenue. The economy is projected to grow over the next five years, with aggregate advertising expenditures set to follow. The industry is well established within the advertising portfolio, and radio's role in advertising will not be eliminated overnight; however, it is expected to diminish slowly as companies dedicate a larger portion of their resources to reaching consumers online. However, technological advancements will also help the industry, as satellite and digital radio are already becoming more prevalent...read more.

Industry Statistics & Market Size
Revenue
$20bn
Annual Growth 12-17
1.0%
Forecast Growth 17-22
Profit
Employment
96,052
Businesses
6,819
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Industry Threats & Opportunities

  • Technological advancements will also help the industry, as satellite and digital radio are already becoming more prevalent
  • Satellite radio has been the industry’s fastest-growing segment
  • Large companies are more likely than small ones to maintain profitability and stay in business
  • Industry Report - Industry Locations Chapter

    Industry establishments are generally concentrated in states that hold a higher percentage of the US population. Due to the ubiquitous nature of the Radio Broadcasting industry, broadcasters are more likely to locate their facilities near densely populated areas that have a large pool of potential listeners. However, small markets in suburbs and rural areas still serve as vital areas for radio broadcasters. The highest concentration of establishments is in the Southeast, which also has the highest percentage of the US population. In 2017, the Southeast is expected to contain 28.3% of industry establishments while holding 25.6% of the US population. After the Southeast, the West and the Great Lakes regions hold 14.7% and 14.1% of industry establishments, respectively. The...purchase to read more.

    Additional Insights for the Radio Broadcasting Industry

    IBISWorld identifies 250 Key Success Factors for a business.The most important for the Radio Broadcasting Industry are

  • Ability to quickly adopt new technology
  • Ability to attract local support/patronage
  • Access to highly skilled workforce
  • IBISWorld analysts also discuss how external factors such as Total advertising expenditure and Per capita disposable income in the Radio Broadcasting industry impact industry performance..

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    What is the Radio Broadcasting Industry?

    This industry consists of broadcasting stations, networks and syndicates that transmit audio programming through AM, FM and satellite radio channels. The Radio Broadcasting industry excludes operators that function solely online.

    Industry Products
  • Adult contemporary
  • News, talk and sports
  • Country
  • Rock and alternative
  • Top 40
  • Urban formats
  • Industry Activities
  • Operating radio stations
  • Operating radio networks
  • Transmitting programming to the public, subscribers or affiliates
  • Creating entertainment, news, talk, business, religious or other broadcast media content
  • Table of Contents

    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources
    Industry Statistics Snapshot
    Industry Structure
    Executive Summary
    Executive Summary
    Key External Drivers
  • Total advertising expenditure
  • Per capita disposable income
  • Number of broadband connections
  • Total vehicle miles

  • Current Performance
  • Advertising and competition
  • Satellite growth
  • Limited consolidation
  • Chart: Revenue Growth

  • Industry Outlook
  • Potential consolidation
  • Slow growth
  • Spotlight on satellite
  • Table: Radio Broadcasting Industry Revenue Outlook

  • Industry Life Cycle
  • Life cycle reasons
  • Chart: Benchmarking - Radio Broadcasting Industry Lifecycle vs The Economy

  • Supply Chains
    Key Buying Industries
  • Consumers

  • Key Selling Industries
  • Advertising Agencies
  • Cable, Internet & Telephone Providers
  • Music Publishing
  • News Syndicates
  • Satellite Telecommunications Providers

  • Products & Services
  • Adult contemporary
  • News, talk and sports
  • Country
  • Rock and alternative
  • Top 40
  • Other
  • Urban formats
  • Chart: Radio Broadcasting Industry Products and Services Segmentation

  • Demand Determinants
    Major Markets
  • Consumers aged 45 to 54
  • Consumers aged 65 and over
  • Consumers aged 55 to 64
  • Consumers aged 35 to 44
  • Consumers aged 25 to 34
  • Consumers aged 18 to 24
  • Consumers aged 12 to 17
  • Chart: Major Market Segmentation for the Radio Broadcasting Industry

  • International Trade
    Business Locations
    Chart: Business Locations by State
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
  • Profit
  • Wages
  • Purchases
  • Advertising and other costs
  • Chart: Cost Structure Benchmarking – Sector vs Radio Broadcasting

  • Basis of Competition
  • Internal competition
  • External competition

  • Barriers to Entry
  • Table: Barrier to Entry Checklist for the Radio Broadcasting Industry

  • Industry Globalization
    Sirius XM Radio Inc.iHeartMedia Inc.Cumulus Media Inc.
  • Table: Sirius XM Radio Inc. - financial performance
  • Table: iHeartMedia Inc. - financial performance
  • Table: Cumulus Media Inc. - financial performance

  • Capital Intensity
  • Chart: Level of Capital Intensity for the Radio Broadcasting Industry
  • Chart: Tools of the Trade: Growth Strategies for Success

  • Technology & Systems
    Revenue Volatility
  • Chart: Volatility vs Industry Growth

  • Regulation & Policy
    Industry Assistance
    Table: Industry Data for the Radio Broadcasting Industry
    Includes:
  • Industry Revenue (2008-2022)
  • Industry Gross Product (2008-2022)
  • Establishments (2008-2022)
  • Businesses (2008-2022)
  • Employment (2008-2022)
  • Wages (2008-2022)
  • Total advertising expenditure (2008-2022)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
    Table: Industry Financial Ratios
    Digital Radio
  • Digital radio broadcasts that require a digital receiver.
  • Pay-Radio
  • Radio broadcasts that may only be accessed after payment of a subscription fee.
  • Satellite Radio
  • A service that enables radio station operators to broadcast the same program via satellite to stations located over vast geographic areas.
  • Write-Down
  • The act of deliberately reducing the value of an asset in order to reflect its current market value.
  • Why buy this report?

    IBISWorld’s industry research report on Radio Broadcasting can be used to help you understand the industry’s market size, growth potential and major companies. Five-year forecasts provide insight into the industry’s prospects, so you can make decisions with confidence. This information is perfectly suited to informing your business plans, pitch books, benchmarking and SWOT analysis.

    IBISWorld industry market research reports enable you to:
    • Find out about key industry trends
    • Identify threats and opportunities
    • Inform your decisions for marketing, strategy and planning
    • Quickly build competitive intelligence
    This report on Radio Broadcasting:
    • Provides Market Size information to assist with planning and strategic decisions.
    • Includes the necessary information to perform SWOT, PEST and STEER analysis.
    • Helps you understand market dynamics to give you a deeper understanding of industry competition and the supply chain.
    • Analyses key performance and operational metrics so that you can benchmark against your own business, that of your customers’ businesses, or your competitors’ businesses.
    The Radio Broadcasting market research report includes:
    • Historical data and analysis for the key drivers of this industry
    • A five-year forecast of the market and noted trends
    • Detailed research and segmentation for the main products and markets
    • An assessment of the competitive landscape and market shares for major companies
    • And of course, much more

    IBISWorld reports on thousands of industries around the world. Our clients rely on our information and data to stay up-to-date on industry trends across all industries. With this IBISWorld Industry Research Report on Radio Broadcasting, you can expect thoroughly researched, reliable and current information that will help you to make faster, better business decisions.

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