Interactive Automotive

Radio Isn't Dead: How It Survives ASEAN's Streaming Era

Across ASEAN, radio's reach is stable or at record highs in several markets, even as its share of advertising spending keeps shrinking. Reach and revenue are mo

Akhyari Hananto

August 6, 2026 7:36 AM GMT+7

Loading visualization...

Data Sources

Figures in this piece come from different survey methods, sample frames and years (Nielsen diary and RAM panels, GfK/NIQ RAM, Kantar, national statistical offices) and from broadcasters' own releases, so cross-country comparisons are directional rather than precise. State broadcaster figures for Vietnam are government-provided and difficult to independently verify. Cambodia's audience data dates to 2015, the most recent detailed survey available, and is likely outdated given how much internet adoption has grown since.

Across ASEAN, radio's reach is stable or at record highs in several markets, even as its share of advertising spending keeps shrinking. Reach and revenue are moving in opposite directions, and that gap is the real story.

Thank you for reading until here