Most Singaporeans still tune in weekly<\/strong><\/h2>\nIn an era dominated by Spotify, podcasts, and YouTube, radio can feel like a relic of the past. <\/p>\n
So it might seem surprising that millions\u2014yes, millions<\/strong>\u2014still tune in every week to catch up on news or listen to music. <\/p>\nIt\u2019s far from dead, but what makes radio stick around when we have endless audio options at our fingertips?<\/p>\n
Why it still has our attention<\/strong><\/h3>\nIn 2025, Mediacorp\u2014the dominant player in Singapore\u2019s radio market with 84.2% market share<\/a>\u2014reached 3.94 million weekly listeners, showing that radio still commands a sizeable audience.<\/p>\nThis strong listenership is reflected in Singapore\u2019s traditional radio advertising market, which was worth over US$133.51 million (S$170.5 million) in 2024<\/a>. It is expected to grow further and reach US$152.82 million (S$195.15 million) by 2033.<\/p>\nWhat accounts for these numbers?\u00a0<\/p>\n
For one, the radio is accessible any time, with live broadcasts running around the clock. <\/p>\n
And unlike social media, it doesn\u2019t require our eyes. We can\u2019t conveniently watch Reels while driving, scroll TikTok while cooking, or stare at YouTube in the shower.<\/p>\n
Cab drivers and offices often play the radio in the background\u2014it\u2019s live, seemingly trustworthy, and free, making it a common choice as a secondary mode of entertainment. Many drivers also keep it on standby for traffic updates or breaking news that could help with their routes.<\/p>\n
But radio is capturing the secondary attention of more than just drivers on the road.<\/p>\n
Media multitasking has become the norm<\/strong><\/h3>\n![\"multimedia](\"https:\/\/vulcanpost.com\/wp-content\/uploads\/2026\/03\/radio-is-not-dead-1-1024x632.jpg\"\/)
![\"multimedia](\"https:\/\/vulcanpost.com\/wp-content\/uploads\/2026\/03\/radio-is-not-dead-1-1024x632.jpg\")
<\/a>Image Credit: Dragon Images via Shutterstock<\/figcaption><\/figure>\nMulti-layered media consumption\u2014sometimes called \u201csecond-screening\u201d or media multitasking\u2014is increasingly common in the digital age. <\/p>\n
With information constantly at our fingertips, many of us have become accustomed to continuous stimulation rather than sitting in silence.<\/p>\n
Media researchers refer to this behaviour as media multitasking<\/a>: the practice of consuming multiple forms of media simultaneously, such as listening to audio while performing another activity. <\/p>\nIn these situations, one medium becomes the primary focus, while another functions as a secondary or background stream.<\/p>\n
This environment of constant screen-switching and interruptions has also been linked to shorter attention spans<\/a>. In such a landscape, radio thrives precisely because it doesn\u2019t demand full attention\u2014it simply accompanies the listener by requiring their passive attention while playing in the background.<\/p>\nA trust premium in the age of deepfakes<\/strong><\/h3>\n![\"deepfakes](\"https:\/\/vulcanpost.com\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-18-at-5.03.30-PM-1024x507.png\"\/)
![\"deepfakes](\"https:\/\/vulcanpost.com\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-18-at-5.03.30-PM-1024x507.png\")
<\/a>Screengrab from Johnny Harris\u2019 video, \u2018I Deep Faked Myself, Here\u2019s Why It Matters\u2019 on YouTube.\/ Image Credit: Vulcan Post<\/figcaption><\/figure>\nMost local broadcast radio channels are owned and aired by Mediacorp. <\/p>\n
With years of institutional backing, its radio stations have long been a default source for news and information, earning a trust premium in a media landscape often dominated by social feeds and algorithms.<\/p>\n
We may spend a significant amount of our time scrolling on social media on our phones<\/a>, but traditional radio continues to command attention. In an era increasingly shaped by AI-generated content and deepfakes, this credibility has become more important than ever.<\/p>\nMisinformation is more rampant than ever\u2014even Singapore Prime Minister Lawrence Wong warned last year about deepfakes of himself<\/a> promoting scam products and services.<\/p>\nMoreover, this is all the more relevant for those who are less technologically inclined\u2014particularly the elderly. <\/p>\n
Traditional radio players remain familiar and easy to use. It\u2019s a form of technology that has grown alongside them, even before Singapore became an independent nation. <\/p>\n
This has led traditional radio to be the elders\u2019 source of information apart from the local television channels.<\/p>\n
Evolving with digitalisation<\/strong><\/h3>\nRadio today is no longer limited to tuning into a specific FM frequency on a physical device or car stereo. With the rise of radio apps and online streaming, listeners can also access stations through their phones and digital platforms as well.<\/p>\n
In fact, some broadcasters have already shifted away from traditional FM. In Oct 2025, two stations owned by So Drama! Entertainment\u2014Power 98FM and 88.3JIA\u2014ceased FM operations and moved fully to its digital app Kakee<\/a>.\u00a0<\/p>\nAt the same time, radio programming itself has evolved, from traditional music broadcasting to personality-driven shows, comedic skits, and interactive segments that keep audiences engaged.<\/p>\n![\"987](\"https:\/\/vulcanpost.com\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-18-at-4.52.34-PM-1024x792.png\"\/)
![\"987](\"https:\/\/vulcanpost.com\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-18-at-4.52.34-PM-1024x792.png\")
<\/a>Screengrab of Mediacorp\u2019s 987 TikTok page.\/ Image Credit: Vulcan Post<\/figcaption><\/figure>\nRadio has expanded its reach through social media platforms as well. According to the 2025 Nielsen Radio Survey<\/a>, mature stations like Love 972, Class 95, Gold 805, Warna 0942 and Oli968 saw Facebook and Instagram engagement rise by 22.4% year-on-year.\u00a0<\/p>\nWhereas, youth-centric Mediacorp brands like 987, Yes 933 and Ria 897 saw a 97.5% exponential jump in engagement on TikTok. Checks done by Vulcan Post<\/em> today (Mar 18) revealed that Mediacorp 987 has 132,400 followers, Yes 933 has 142,100, and Ria 897 has 79,700.<\/p>\nThis rapid growth is driven by a dynamic mix of content from interactive livestreams and microdramas to original short-form series led by audio personalities. For instance, 987 Bad Jokes and Yes 933 Comedy Skits have garnered a cumulative 9.85 million and 4.23 million views, respectively, as of Jul 2025.<\/p>\n
All these factors could have contributed to the rise in listening times<\/a> from 10 hours to 10.3 hours a week. <\/p>\nRadio may continue to stay for years to come <\/strong><\/h3>\nRadio in Singapore isn\u2019t just surviving by accident. <\/p>\n
By satiating our need for secondary attention, it has not only managed to survive the digital age but thrive.<\/p>\n
In a world obsessed with screens, radio sells something rarer: background presence.\u00a0<\/p>\n
And as long as people continue to seek something that can accompany them\u2014rather than demand their full attention\u2014it may continue to find a place in our daily lives.<\/p>\n
\n- Read other articles we\u2019ve written on Singaporean businesses\u00a0here<\/a>.<\/strong><\/li>\n<\/ul>\n
Featured Image Credit: Yes 933, One FM 91.3 via Instagram<\/em><\/p>\n<\/p><\/div>\n
It\u2019s far from dead, but what makes radio stick around when we have endless audio options at our fingertips?<\/p>\n
Why it still has our attention<\/strong><\/h3>\nIn 2025, Mediacorp\u2014the dominant player in Singapore\u2019s radio market with 84.2% market share<\/a>\u2014reached 3.94 million weekly listeners, showing that radio still commands a sizeable audience.<\/p>\nThis strong listenership is reflected in Singapore\u2019s traditional radio advertising market, which was worth over US$133.51 million (S$170.5 million) in 2024<\/a>. It is expected to grow further and reach US$152.82 million (S$195.15 million) by 2033.<\/p>\nWhat accounts for these numbers?\u00a0<\/p>\n
For one, the radio is accessible any time, with live broadcasts running around the clock. <\/p>\n
And unlike social media, it doesn\u2019t require our eyes. We can\u2019t conveniently watch Reels while driving, scroll TikTok while cooking, or stare at YouTube in the shower.<\/p>\n
Cab drivers and offices often play the radio in the background\u2014it\u2019s live, seemingly trustworthy, and free, making it a common choice as a secondary mode of entertainment. Many drivers also keep it on standby for traffic updates or breaking news that could help with their routes.<\/p>\n
But radio is capturing the secondary attention of more than just drivers on the road.<\/p>\n
Media multitasking has become the norm<\/strong><\/h3>\n<\/a>Image Credit: Dragon Images via Shutterstock<\/figcaption><\/figure>\nMulti-layered media consumption\u2014sometimes called \u201csecond-screening\u201d or media multitasking\u2014is increasingly common in the digital age. <\/p>\n
With information constantly at our fingertips, many of us have become accustomed to continuous stimulation rather than sitting in silence.<\/p>\n
Media researchers refer to this behaviour as media multitasking<\/a>: the practice of consuming multiple forms of media simultaneously, such as listening to audio while performing another activity. <\/p>\nIn these situations, one medium becomes the primary focus, while another functions as a secondary or background stream.<\/p>\n
This environment of constant screen-switching and interruptions has also been linked to shorter attention spans<\/a>. In such a landscape, radio thrives precisely because it doesn\u2019t demand full attention\u2014it simply accompanies the listener by requiring their passive attention while playing in the background.<\/p>\nA trust premium in the age of deepfakes<\/strong><\/h3>\n<\/a>Screengrab from Johnny Harris\u2019 video, \u2018I Deep Faked Myself, Here\u2019s Why It Matters\u2019 on YouTube.\/ Image Credit: Vulcan Post<\/figcaption><\/figure>\nMost local broadcast radio channels are owned and aired by Mediacorp. <\/p>\n
With years of institutional backing, its radio stations have long been a default source for news and information, earning a trust premium in a media landscape often dominated by social feeds and algorithms.<\/p>\n
We may spend a significant amount of our time scrolling on social media on our phones<\/a>, but traditional radio continues to command attention. In an era increasingly shaped by AI-generated content and deepfakes, this credibility has become more important than ever.<\/p>\nMisinformation is more rampant than ever\u2014even Singapore Prime Minister Lawrence Wong warned last year about deepfakes of himself<\/a> promoting scam products and services.<\/p>\nMoreover, this is all the more relevant for those who are less technologically inclined\u2014particularly the elderly. <\/p>\n
Traditional radio players remain familiar and easy to use. It\u2019s a form of technology that has grown alongside them, even before Singapore became an independent nation. <\/p>\n
This has led traditional radio to be the elders\u2019 source of information apart from the local television channels.<\/p>\n
Evolving with digitalisation<\/strong><\/h3>\nRadio today is no longer limited to tuning into a specific FM frequency on a physical device or car stereo. With the rise of radio apps and online streaming, listeners can also access stations through their phones and digital platforms as well.<\/p>\n
In fact, some broadcasters have already shifted away from traditional FM. In Oct 2025, two stations owned by So Drama! Entertainment\u2014Power 98FM and 88.3JIA\u2014ceased FM operations and moved fully to its digital app Kakee<\/a>.\u00a0<\/p>\nAt the same time, radio programming itself has evolved, from traditional music broadcasting to personality-driven shows, comedic skits, and interactive segments that keep audiences engaged.<\/p>\n<\/a>Screengrab of Mediacorp\u2019s 987 TikTok page.\/ Image Credit: Vulcan Post<\/figcaption><\/figure>\nRadio has expanded its reach through social media platforms as well. According to the 2025 Nielsen Radio Survey<\/a>, mature stations like Love 972, Class 95, Gold 805, Warna 0942 and Oli968 saw Facebook and Instagram engagement rise by 22.4% year-on-year.\u00a0<\/p>\nWhereas, youth-centric Mediacorp brands like 987, Yes 933 and Ria 897 saw a 97.5% exponential jump in engagement on TikTok. Checks done by Vulcan Post<\/em> today (Mar 18) revealed that Mediacorp 987 has 132,400 followers, Yes 933 has 142,100, and Ria 897 has 79,700.<\/p>\nThis rapid growth is driven by a dynamic mix of content from interactive livestreams and microdramas to original short-form series led by audio personalities. For instance, 987 Bad Jokes and Yes 933 Comedy Skits have garnered a cumulative 9.85 million and 4.23 million views, respectively, as of Jul 2025.<\/p>\n
All these factors could have contributed to the rise in listening times<\/a> from 10 hours to 10.3 hours a week. <\/p>\nRadio may continue to stay for years to come <\/strong><\/h3>\nRadio in Singapore isn\u2019t just surviving by accident. <\/p>\n
By satiating our need for secondary attention, it has not only managed to survive the digital age but thrive.<\/p>\n
In a world obsessed with screens, radio sells something rarer: background presence.\u00a0<\/p>\n
And as long as people continue to seek something that can accompany them\u2014rather than demand their full attention\u2014it may continue to find a place in our daily lives.<\/p>\n
\n- Read other articles we\u2019ve written on Singaporean businesses\u00a0here<\/a>.<\/strong><\/li>\n<\/ul>\n
Featured Image Credit: Yes 933, One FM 91.3 via Instagram<\/em><\/p>\n<\/p><\/div>\n
This strong listenership is reflected in Singapore\u2019s traditional radio advertising market, which was worth over US$133.51 million (S$170.5 million) in 2024<\/a>. It is expected to grow further and reach US$152.82 million (S$195.15 million) by 2033.<\/p>\n What accounts for these numbers?\u00a0<\/p>\n For one, the radio is accessible any time, with live broadcasts running around the clock. <\/p>\n And unlike social media, it doesn\u2019t require our eyes. We can\u2019t conveniently watch Reels while driving, scroll TikTok while cooking, or stare at YouTube in the shower.<\/p>\n Cab drivers and offices often play the radio in the background\u2014it\u2019s live, seemingly trustworthy, and free, making it a common choice as a secondary mode of entertainment. Many drivers also keep it on standby for traffic updates or breaking news that could help with their routes.<\/p>\n But radio is capturing the secondary attention of more than just drivers on the road.<\/p>\n Multi-layered media consumption\u2014sometimes called \u201csecond-screening\u201d or media multitasking\u2014is increasingly common in the digital age. <\/p>\n With information constantly at our fingertips, many of us have become accustomed to continuous stimulation rather than sitting in silence.<\/p>\n Media researchers refer to this behaviour as media multitasking<\/a>: the practice of consuming multiple forms of media simultaneously, such as listening to audio while performing another activity. <\/p>\n In these situations, one medium becomes the primary focus, while another functions as a secondary or background stream.<\/p>\n This environment of constant screen-switching and interruptions has also been linked to shorter attention spans<\/a>. In such a landscape, radio thrives precisely because it doesn\u2019t demand full attention\u2014it simply accompanies the listener by requiring their passive attention while playing in the background.<\/p>\n Most local broadcast radio channels are owned and aired by Mediacorp. <\/p>\n With years of institutional backing, its radio stations have long been a default source for news and information, earning a trust premium in a media landscape often dominated by social feeds and algorithms.<\/p>\n We may spend a significant amount of our time scrolling on social media on our phones<\/a>, but traditional radio continues to command attention. In an era increasingly shaped by AI-generated content and deepfakes, this credibility has become more important than ever.<\/p>\n Misinformation is more rampant than ever\u2014even Singapore Prime Minister Lawrence Wong warned last year about deepfakes of himself<\/a> promoting scam products and services.<\/p>\n Moreover, this is all the more relevant for those who are less technologically inclined\u2014particularly the elderly. <\/p>\n Traditional radio players remain familiar and easy to use. It\u2019s a form of technology that has grown alongside them, even before Singapore became an independent nation. <\/p>\n This has led traditional radio to be the elders\u2019 source of information apart from the local television channels.<\/p>\n Radio today is no longer limited to tuning into a specific FM frequency on a physical device or car stereo. With the rise of radio apps and online streaming, listeners can also access stations through their phones and digital platforms as well.<\/p>\n In fact, some broadcasters have already shifted away from traditional FM. In Oct 2025, two stations owned by So Drama! Entertainment\u2014Power 98FM and 88.3JIA\u2014ceased FM operations and moved fully to its digital app Kakee<\/a>.\u00a0<\/p>\n At the same time, radio programming itself has evolved, from traditional music broadcasting to personality-driven shows, comedic skits, and interactive segments that keep audiences engaged.<\/p>\n Radio has expanded its reach through social media platforms as well. According to the 2025 Nielsen Radio Survey<\/a>, mature stations like Love 972, Class 95, Gold 805, Warna 0942 and Oli968 saw Facebook and Instagram engagement rise by 22.4% year-on-year.\u00a0<\/p>\n Whereas, youth-centric Mediacorp brands like 987, Yes 933 and Ria 897 saw a 97.5% exponential jump in engagement on TikTok. Checks done by Vulcan Post<\/em> today (Mar 18) revealed that Mediacorp 987 has 132,400 followers, Yes 933 has 142,100, and Ria 897 has 79,700.<\/p>\n This rapid growth is driven by a dynamic mix of content from interactive livestreams and microdramas to original short-form series led by audio personalities. For instance, 987 Bad Jokes and Yes 933 Comedy Skits have garnered a cumulative 9.85 million and 4.23 million views, respectively, as of Jul 2025.<\/p>\n All these factors could have contributed to the rise in listening times<\/a> from 10 hours to 10.3 hours a week. <\/p>\n Radio in Singapore isn\u2019t just surviving by accident. <\/p>\n By satiating our need for secondary attention, it has not only managed to survive the digital age but thrive.<\/p>\n In a world obsessed with screens, radio sells something rarer: background presence.\u00a0<\/p>\n And as long as people continue to seek something that can accompany them\u2014rather than demand their full attention\u2014it may continue to find a place in our daily lives.<\/p>\n Featured Image Credit: Yes 933, One FM 91.3 via Instagram<\/em><\/p>\n<\/p><\/div>\nMedia multitasking has become the norm<\/strong><\/h3>\n
<\/a>A trust premium in the age of deepfakes<\/strong><\/h3>\n
<\/a>Evolving with digitalisation<\/strong><\/h3>\n
<\/a>Radio may continue to stay for years to come <\/strong><\/h3>\n
\n