Brands and media agencies are embracing the fundamental shift leaning heavily towards digitisation. The latest buzzword, ‘digital disruption’, has undoubtedly challenged media consumption and inclusion of traditional broadcast media. No wonder Northwestern University research shows a dip in radio popularity from 59 per cent of the Middle East listening in 2013 to approximately 47 per cent in 2017.
There is an ease of accessibility of music due to the rise in internet penetration, and higher bandwith is making it convenient to stream at any time. Unlike earlier days, when individuals tuned into radio only either in their house or cars, now music is now being consumed at multiple locations
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
