The radio industry enters 2026 with cautiously optimistic forecasts, marking a potential stabilization or modest recovery after recent declines in traditional broadcast revenue. Industry analysts highlight digital integration as a key driver, helping offset weaknesses in spot advertising while positioning audio as resilient amid broader media fragmentation.
Leading forecasts show varied but generally positive signals for radio overall:
- Borrell Associates projects radio will experience the smallest year-over-year decline among traditional media at just -0.9%. This relative strength stems from successful digital strategies, platform partnerships, and cross-media packaging that combine traditional spots with streaming and online offerings. Streaming audio stands out particularly strongly, with expected growth of 9.2%—outpacing other formats like OTT video—thanks to integrations such as Amazon DSP partnerships that expand reach and inventory for local advertisers.
- BIA Advisory Services anticipates a more direct rebound, forecasting overall radio broadcast revenue growth of 1.83% in 2026. This reverses modest declines seen in 2025. Digital revenue within radio is projected to accelerate even further, at +5.01%, as stations extend into streaming, podcasts, and data-driven audio solutions to capture shares of the broader $182 billion local advertising market.
- S&P Global describes an ongoing bifurcation in the sector: traditional spot ads continue to face pressure, with national spot revenue declining around ~3.5% and local contracting more modestly. However, digital channels—including podcasting, streaming, and connected device integrations—are growing robustly at ~6.5%+. Off-air revenue sources, such as live events and sponsorships, also contribute positively to the mix.
These projections reflect broader trends where radio's future hinges less on legacy spot sales and more on hybrid models that blend over-the-air reach with digital targeting, programmatic buying, and cross-platform campaigns.
While economic caution persists among small and medium-sized businesses, audio's local relevance, cost-effectiveness, and evolving digital capabilities position it favorably compared to steeper challenges in other traditional media like newspapers or linear TV.
Overall, 2026 appears poised as a transitional year for radio: traditional elements stabilize or modestly improve, while digital and streaming audio accelerate, potentially setting the stage for sustained growth in an increasingly converged media landscape.