With 44% of all radio listening taking place behind the wheel, the car remains ground zero for radio listening. But the medium’s monopoly on in-car listening may be coming to an end. The GSMA, a trade group that represents mobile operators, expects 50% of all new vehicles sold this year to be internet-enabled with the number hitting 100% by 2025.
That and growing satellite radio penetration will continue to put pressure on radio’s dominant position behind the wheel.
“Automotive listening is still huge for radio, but internet radio and Wi-Fi accessibility will cause disruption,” PwC’s Greg Boyer tells Inside Radio. “But the radio industry has been very resilient, always finding a way to survive. Radio is very good at one-on-one interaction, which can’t be copied by pureplays.”
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