Audio’s next chapter is an opportunity for advertisers

The Future of Audio: In Focus

Audio may be resilient, but successfully navigating the next phase of its challenges will be crucial for its future, says Radiocentre’s CEO.

In a world that is more complex and unpredictable than ever, it’s encouraging to know there are still some universal truths in 2026.

The pace of change will continue to accelerate. New technology will continue to surprise us. And despite repeated predictions to the contrary, audio will continue to be one of the most reliable, trusted and effective media channels for advertisers. 

But audio’s resilience is no accident. It requires new thinking, innovation and changes to regulation to make it fit for a digital age. Navigating the next phase of these challenges will be crucial in underpinning audio’s future.

I’ve lost count of the innovations that were supposed to replace audio, from music television to smartphones and streaming platforms. Yet listening remains stronger than ever, with nine out of 10 adults tuning in to live radio each week and a record commercial radio audience of 40m people.

Wider audio consumption is also growing. Podcasts and music streaming command a significant share of listening. But for ad‑funded commercial audio (where you can actually buy ads), these formats are largely additive, increasing overall audio consumption rather than cannibalising radio listening. In other words, audio’s growth isn’t coming at radio’s expense; it’s expanding the opportunity.

These shifts help reinforce audio’s effectiveness and role as an advertising medium, something Radiocentre continues to demonstrate through its insights, tools and research (including recent analysis of ROI), illustrating why audio should attract a greater share of media budgets.

These rational arguments remain crucial in informing advertisers’ investment decisions. But the case for audio is now well established.

Unlocking choice and lowering barriers to entry

The real challenge is how audio businesses build on this by leveraging new technology, innovation and changing audience habits to create propositions fit for the future. For advertisers, this is where things get especially interesting.

The surge in connected listening unlocks more choice, more interactivity and more sophisticated advertising options. It lowers barriers to entry for new services and enables smarter targeting and measurement.

Audio content is not confined to a single device or moment. It follows audiences throughout the day across platforms, contexts, and environments, while adapting to their expectations, including on video and social.

However, this transition also carries risks, and advertisers have a stake in how they are managed.

Commercial audio is increasingly reliant on global tech platforms whose scale, data advantage and control of distribution are unprecedented. As more listening happens via smart speakers, connected cars and AI interfaces, questions of availability and discoverability become critical. If trusted radio brands are harder to find, everyone loses, including listeners and advertisers.

There’s also a growing risk of intermediation. When access to audiences is controlled by a handful of powerful platforms, the incentives are clear: charge for access, overlay advertising, or divert listeners to proprietary content. None of these outcomes serves audiences or advertisers looking for transparent, brand‑safe environments with clear accountability.

The Media Act and why a new government review is needed

That’s why the next phase of regulation is so crucial, not as an abstract policy debate, but as a foundation for a healthy advertising market.

The Media Act represents an important step forward. Its new protections are designed to ensure UK radio remains available, reliable and free to access on voice‑activated platforms, while preventing unauthorised advertising or access fees.

For advertisers, this safeguards trusted inventory and ensures radio remains a direct route to audiences, not a product repackaged by third parties.

But this legislation alone isn’t enough. The audio landscape has evolved again since the last government review in 2021. That’s why a new, comprehensive government review of radio and audio is so important. One that examines listening trends, regulation, distribution and radio’s future in vehicles, and sets out how to support a vibrant, competitive audio market for the long term.

Then there’s the BBC. Still the single largest player in UK audio, its future remit and funding matter enormously.

Helpfully, the Government’s current Charter Review consultation rightly acknowledges the need for proper guardrails on market impact where the BBC has a dominant position, including UK radio and audio. But from an advertiser’s perspective, one principle should be clear: introducing advertising to BBC services would be deeply damaging.

Economic modelling commissioned by Radiocentre shows that ad funding for BBC radio would be a non-starter. It would also undermine commercial radio, reduce listener choice, and have a negative economic impact, ultimately weakening the entire audio advertising ecosystem.

There are many reasons to be optimistic about the future of audio. It works for audiences, for brands, and for the UK economy. But as technology reshapes how people listen, the framework around audio must protect what is valuable, while allowing it to evolve.

For advertisers, the prize is clear. A future where audio remains trusted, accessible and competitive is one where brands continue to benefit from one of the most effective media channels of all.

Matt Payton is CEO at Radiocentre