Image Credit: stevejonesspeaks
In an era dominated by digital platforms, it’s easy to assume that traditional media like radio is on the decline. Every day, advertisers and marketers hear sweeping generalizations: “Nobody listens to the radio anymore,” or “Streaming has taken over.” But according to Steve Jones, President of Stingray Radio, this narrative is not just inaccurate—it’s laughable.
Jones’s recent statement on LinkedIn serves as a powerful counterpoint to the oversimplified belief that streaming services have entirely replaced radio. His argument? Streaming isn’t a revolutionary disruptor; it’s simply the latest version of a personal music library—a concept that has existed for decades. And radio? It’s still here, still thriving, and more relevant to communities than ever.
Streaming Has Always Existed—in Different Forms
Jones cleverly traces the history of streaming-like behavior through the evolution of music consumption habits over the last several decades. In the 1970s, your music library was a milk crate full of vinyl records. The 1980s brought cassettes, often toted around in portable cases, followed by compact discs (CDs) in the 1990s, which many proudly displayed in their cars—tucked behind sun visors or organized in sleeves. The 2000s ushered in the era of digital downloads, whether legally purchased on iTunes or pirated via peer-to-peer platforms like Napster and Limewire.
And today? It’s Spotify, Apple Music, Amazon Music, and other streaming platforms. The format has changed, but the principle hasn’t: people have always curated personal collections of their favorite music.
This insight by Jones reframes the streaming debate. The act of personal music curation isn’t new or revolutionary. What’s new is the delivery mechanism. In that context, streaming is not the executioner of radio—it’s simply the next step in a long tradition of personal music libraries.
What Streaming Can’t Replace: The Heart of Radio
Jones points out what many tech evangelists miss: while people turn to streaming platforms for curated playlists, they turn to radio for something entirely different.
Radio offers a human connection that no algorithm can match. It’s a shared experience—a way to feel connected with others through local news, community events, real-time updates, and engaging personalities. The camaraderie between morning show hosts, the humor and banter, the community shout-outs, the local sports coverage—these are not things you can replicate with a playlist.
Streaming gives you music. Radio gives you context.
This distinction is crucial for advertisers, marketers, and media buyers to understand. While streaming may deliver music without interruptions (for those who pay), it does so in a vacuum. There’s no cultural touchstone, no sense of place, and certainly no live personality greeting you with your morning coffee or updating you on the traffic jam ahead.
The Advertising Mirage of Streaming Platforms
Here’s where the rubber meets the road—advertising effectiveness.
Jones argues that while streaming platforms offer ad slots, the reality is sobering. Very few users engage with the free, ad-supported tiers of streaming platforms. And among those who do, ads are often ignored or considered intrusive. After all, why would anyone want commercials interrupting what is essentially their personal jukebox?
In contrast, radio listeners accept advertising as part of the experience. Ads are naturally embedded into programming, not seen as intrusions, but as a fair trade for free content. More importantly, these ads are heard. They are not skipped. They are not blocked. They are not hidden in some bottom banner or muted during playback.
Jones underscores a crucial marketing truth: “When you buy ads on the radio, people hear your message.” That simple statement highlights one of radio’s greatest strengths in the advertising ecosystem—its reliability and effectiveness in delivering messages to engaged audiences.
The Real Crisis: Not Audience Loss, But Misperception
One of the most compelling parts of Jones’s commentary is this: radio’s biggest challenge isn’t dwindling audiences or failing ROI for advertisers. It’s the false narrative that radio is dying.
This perception is especially damaging because it shapes how agencies allocate budgets, how marketers perceive media value, and how younger professionals enter the industry. It creates a feedback loop—if enough people believe radio is irrelevant, it gets less investment and attention, which in turn reinforces the false notion of its decline.
But data continues to suggest otherwise. Radio remains one of the most accessible and widespread media platforms, reaching millions every day across cities, rural areas, and in transit. In fact, despite the rise of streaming, AM/FM radio consistently ranks high in weekly reach across North America. Commuters still tune in during their drives. Office workers still listen at their desks. Small towns still rely on local stations for updates. And music fans still enjoy discovering songs through trusted on-air hosts.
The danger isn’t in radio losing its audience—it’s in decision-makers underestimating its value.
Why Radio Still Matters in 2025 and Beyond
Jones’s post invites us to reconsider the value proposition of radio, not as a relic of the past, but as a living, breathing platform with distinct advantages:
- Local Relevance: Radio reflects the community it serves. It speaks to local culture, events, weather, politics, and personalities in ways national streaming platforms simply cannot.
- Authentic Human Connection: Listeners build relationships with radio hosts. These hosts often serve as trusted voices in their communities—something no AI-generated playlist can replace.
- Shared Experience: Radio is linear and live, meaning people experience it together. That shared real-time moment is incredibly powerful—whether it’s a big song premiere, a breaking news alert, or a local fundraiser.
- Brand Safety & Trust: Advertisers know exactly where their message is going. It’s a curated environment with professional oversight, unlike the unpredictable content ecosystem of digital platforms.
- Accessible & Inclusive: No subscription needed. No app download. No algorithm gatekeeping. Anyone with a basic radio receiver (or car stereo) can listen.
The Path Forward: Education, Advocacy, and Innovation
To combat the misinformation surrounding radio’s relevance, industry leaders must continue to educate and advocate. Steve Jones’s post is a step in that direction—bold, clear, and grounded in decades of media insight.
Radio stations must continue to innovate too—blending digital extensions like mobile apps, social media, and podcasting with their on-air content to meet audiences where they are. But innovation should not mean abandoning what makes radio special. Rather, it should enhance the connection radio has always fostered.
And for marketers? It’s time to think critically about media strategy. Are we following real data or falling for hype? Are we investing in platforms that deliver ROI—or chasing shiny trends that lack depth?
Conclusion: Radio Isn’t Dead—It’s Evolving
The myth that radio has been replaced by streaming is not only false—it distracts from radio’s real, measurable strengths. As Steve Jones eloquently puts it, “Radio isn’t going anywhere.”
Streaming may dominate headlines, but radio dominates hearts—and ears. It remains a medium of community, connection, and communication. And as long as people crave real voices, real stories, and a shared soundtrack to their lives, radio will continue to play on.
