New Global insights drop for World Radio Day 2026

RADIO: THE SOUND OF CONNECTION, EMOTION, ATTENTION
Brussels, 13 February 2026

The media landscape has never been more competitive, yet radio continues to connect, engage, and deliver. New global data released on the occasion of World Radio Day 2026 by the World Radio Alliance and egta, the international trade body of multiplatform TV and audio businesses, reveals that radio reaches nine out of ten people weekly, commands the highest trust of any medium, and creates emotional connections that drive results.

The insights, backed by global research and data, are available for download (here) and at www.worldradioalliance.com, highlighting the following findings:

CONNECTION: Radio unites audiences like no other medium

• Radio reaches more people than any other audio format: With a weekly reach of 90% in Ireland, 89% in France, 87% in the Netherlands, and 86% in the UK, Belgium, and Italy, 79% in Australia and 78% in New Zealand, radio keeps audiences connected through trusted voices and shared experiences, building communities and relationships that create the foundation for meaningful brand engagement.

• Radio is the most trusted and reliable medium across markets: 68% of Europeans consider radio the most trusted medium, whilst 8 in 10 US citizens call it trustworthy and 59% of Australians rely on radio as their trusted news source. This deep trust creates lasting connections between listeners, broadcasters, and brands.

EMOTION: Radio moves people and shapes how they feel

• Radio is a mood booster: 70% of listeners tune in to relax or lift their spirits, making radio an essential part of daily emotional wellbeing. Radio advertising generates 12% higher emotional response than TV, creating feel-good brand associations that resonate long after the ad ends.

ATTENTION: Radio cuts through and delivers results

• Radio commands attention in every listening moment: Sound is a powerful influencer whether audiences are paying active attention or not. Actively listened-to radio ads achieve 78% brand recall, whilst even background listening during highly distracted moments still delivers 30% recall. Whether listeners are fully focused or multitasking, radio's unique power ensures messages break through and stick.

Quotes:

“Today is World Radio Day and we celebrate Radio’s extraordinary power to reach across distance and differences to unite and inspire, linking people through news, music, conversation, and community. In every language and in every place, radio captures attention, stirs emotion, and creates moments that matter. Radio connects us - wherever we are, one listener at a time.” Caroline Gianias, President Radio Connects (Canada); President of the WRA

“In a world where we are confronted with an immeasurable volume of content, attention and connection have become scarce resources. Radio combines mass reach with emotional resonance in a medium people trust. This unique ability to capture attention, create connection, and generate emotion is what makes radio such a powerful driver of brand impact.” Thierry Mars, Radio Director, egta

“New Zealand, like the rest of the world, has a powerful relationship with radio and all things audio. Radio connects to communities across the country through trusted personalities, fresh content and engaging conversations and is an integral part of daily life for most New Zealanders. Importantly the connection, emotion and attention that is unique to radio ultimately triggers consumer action, build brands and delivers impact for advertisers.’ Alistair Jamison, CEO, TRB

Celebrate World Radio Day! Discover how radio continues to lead through connection, emotion, and attention. Explore the full report at www.worldradioalliance.com and join the conversation using #WorldRadioDay.

ABOUT THE WORLD RADIO ALLIANCE

The World Radio Alliance is a worldwide grouping of 21 broadcasters and sales houses’ trade bodies from 17 markets, across 4 continents (including TRB), whose joint objective is to promote and demonstrate the power and value of radio and audio in the media landscape. www.worldradioalliance.com

ABOUT EGTA

egta is the international trade body of multiplatform TV and audio businesses. egta represents more than 180 members in over 40 markets. egta members are multiplatform TV and audio businesses that sit at the intersection of traditional TV and radio and digital video and audio platforms. Multiplatform TV and audio bring together linear and on-demand services, across all screens and platforms. www.egta.com