Radio Waves and Grundies in Russia
Data is transitioning onto the web.
Russian radio listening habits remain strong, with a whopping 85% of people aged 12 and up tuning in at least once a month, according to Mediascope data from 2025. That's a 6% increase from 2023! And with an average daily reach of 51%, you'd be hard-pressed to find someone who ain't caught a tune or two.
Out on the road is where radio reigns supreme, with 71% of listeners tuning in while cruisin' in their cars. Homes and offices follow closely behind with 30% of the audience tuning in via good old-fashioned radio receivers, while a steady 28% dip into their mobile devices. Online listening is on the rise, with a growth from 2.6% in 2016 to a reputation-earning 10.5% by the first half of 2024.
The advertising world's responding to the radio's strong reach. The audio advertising market, including radio, boomed by 28% year-on-year in the first three quarters of 2024, landing at 17.5 billion rubles. That's just behind outdoor advertising, which grew a nose ahead at 38%. The entire advertising market? It grew by a respectable 25% in January-September 2024, raking in 620 billion rubles.
The Dawn of Radio
The first day of radio? That was back on May 2, 1945, when a decree by the Council of People's Commissars of the USSR marked the 50th anniversary of the radio's inception by Popov. However, if we're talking about domestic broadcasts, we've got to go back to October 12, 1924, when the Bureau for the Promotion of Radio Amateurs of the Moscow City Council of Trade Unions started systematically broadcasting through a rented station.
Who's Got the Ears?
So, who's got the listeners in Russia? Mediascope's data reveals that "Avtoradio" is the most popular station, tapping into the ears of 7.45 million daily listeners and 19.5 million weekly. "Road Radio," "Europe Plus," "Russian Radio," and "Retro FM" follow closely behind, with "Dorozhnoe Radio" rounding out the top five.
But here's a twist: The popularity of the big radio stations dipped over the year. "Avtoradio" saw a small drop in reach, while "Dorozhnoe Radio," which used to lead the ratings, had a more significant decrease. Some stations, like "Europa Plus," even slipped from second to third place.
The radio scene's evolving, with Sputnik, Komsomolskaya Pravda radio, Govorit Moskva, Business FM, and Mayak radio being the most-cited stations in 2025. Other trends? Digital audio's on the rise, catchy podcasts are growing in popularity, and radio stations are becoming more interactive on social networks. Heck, even some online radio stations are experimenting with paid subscriptions for exclusive content!
But what about our favorite Russian news outlet, Expert magazine? They tried to get some answers from industry bigwigs like RGM, National Media Group, Gazprom-Media, and VGTRK, but there was crickets chirping back.
Want more deets? Follow our Telegram channel at @expert_mag.
Insights:
- Despite overall growth in radio listening rates, political influence and censorship affect the diversity and independence of radio programming in Russia.
- The rise of digital audio and podcasting worldwide creates a challenge for traditional radio, as young audiences shift toward on-demand, personalized content.
- The global audio advertising market, including radio, is on the rise, reflecting the increasing importance of the medium amidst digital competition. However, independent media outlets in Russia face challenges due to government control and censorship, which affects their ability to attract advertisers.
- The global audio advertising market, including radio, is experiencing growth, booming by 28% year-on-year in the first three quarters of 2024, as the audio medium gains importance amidst digital competition.
- In the realm of information technology, digital audio and podcasting are gaining popularity worldwide, posing a challenge for traditional radio as younger audiences gravitate towards on-demand, personalized content.
