The Results Are In: Why Audio is set for a 2026 Revival

Every so often, something in media makes you sit up and take notice. This time, it’s not a viral TikTok or a new streaming service, it’s the humble radio – making more noise than ever.

The latest RAJAR results have landed, and if you’re in marketing, you’ll want to tune in.

Let’s start with the headline: commercial radio now claims a record 55.7% share of all UK listening. That’s 39.5 million people a week. If you thought radio was background noise, think again. It’s front and centre, and it’s only getting louder.

So, what’s driving this audio renaissance?

1. Trust in a Time of Uncertainty
   In a world where misinformation is prevalent, listeners rate radio among the most trusted news sources. Radio and podcasts offer real, human voices and conversations. And the medium converts that trust into scale: 69% say radio news is factual (vs 27% for social media). Radio reaches 39.5 million people each week, and half of UK adults listened to a podcast last month
2. Screen Fatigue Is Real and Audio Is the Cure
   We are surrounded by screens, from phones and laptops to TVs and even fridges. Audio offers a much-needed break. It is the only medium that lets you exercise, commute, or get through your inbox while being entertained or informed. No blue light, no doomscrolling, just pure storytelling. Audiences are responding, and the numbers prove it.
3. The Original Influencer
   Long before the first #ad appeared in an Instagram story, there was the trusted voice of a radio DJ or podcast host. These are the original influencers, building loyal communities around shared passions and authentic storytelling. As purpose-driven marketing takes centre stage, broadening traditional influencer briefs to these audio partners can unlock incredible engagement in a space that provides real conversation.
4. The Way We Listen Has Evolved
   This is not about nostalgia. Digital listening is growing fast, and smart speakers are now a key part of the story. A record 22.4 percent of all commercial listening now happens through smart speakers, which have overtaken traditional AM/FM for the first time. Online radio listening is also at a record high, making up 29.3 percent of all listening. These shifts mean brands can reach people in new, often screen-free moments, whether they are running around, working out, or simply taking a break from the chaos.

5. ROI That Delivers
   With every marketing pound is under close watch, and audio is proving its value. Commercial radio’s reach is up, and digital-first planning is now essential.

Reach is growing across both live and digital formats, and with listening habits becoming more fluid, the opportunities for brands are multiplying. Voice AI and audio commerce are also opening up new ways for brands to connect and convert.

What’s Next?

For brands, the opportunity is clear. With digital and smart speaker listening on the rise, audiences are more accessible and engaged than ever before. Now is a good time to revisit your audio strategy and consider how your brand can show up in these evolving listening environments. This could mean creative partnerships with trusted hosts, experimenting with audio commerce, or simply being present where your audience is already tuned in.

Audio is evolving, and so are the ways brands can connect. The next chapter is already being written—are you ready to listen?