Most Singaporeans still sing every week
In an age dominated by Spotify, podcasts, and YouTube, radio can feel like a relic of the past.
So it may seem surprising that millions—yes, millions– still tune in every week to get news or listen to music.
Death isn’t far off, but what makes the radio stick when we have endless audio options at our fingertips?
Why does it still have our attention
By 2025, Mediacorp—the dominant player in Singapore’s radio market with an 84.2% share—reached 3.94 million weekly listeners, indicating that radio still commands a large audience.
This strong listening is reflected in Singapore’s traditional radio advertising market, which was worth more than US$133.51 million (S$170.5 million) by 2024. It is expected to grow further and reach US$152.82 million (S$195.15 million) by 2033.
What makes these numbers?
For one, the radio is accessible anytime, with live broadcasts running around the clock.
And unlike social media, it doesn’t need our eyes. We can’t watch Reels while driving, scroll through TikTok while cooking, or stare at YouTube in the shower.
Drivers and office workers often play the radio in the background—it’s live, it seems reliable, and it’s free, making it a common choice as a secondary source of entertainment. Many drivers also keep it on standby to receive traffic updates or the latest news that may help on their routes.
But the radio grabs the second attention of just drivers on the road.
Multitasking media has become the norm
The use of multi-layered media—sometimes called “second screening” or multi-media work—is increasingly common in the digital age.
With information always at our fingertips, many of us have become accustomed to constant stimulation rather than sitting still.
Media researchers refer to this behavior as media multitasking: the practice of using multiple types of media at the same time, such as listening to audio while doing another task.
In these cases, one media becomes the primary focus, while the other serves as a secondary or background stream.
This area of constant screen switching and distraction is also linked to a short attention span. In such an environment, radio thrives precisely because it doesn’t require your full attention—it simply accompanies the listener by requiring their passive attention while playing in the background.
The trust premium in the age of deepfakes
Many local radio stations are owned and distributed by Mediacorp.
With years of institutional support, its radio stations have long been the default source of news and information, earning a trust premium in a media landscape often dominated by social feeds and algorithms.
We may spend a lot of time scrolling through social media on our phones, but traditional radio continues to command attention. In an era of increasingly AI-generated content and deepfakes, this credibility is more important than ever.
Fake information is more prevalent than ever—even Singapore’s Prime Minister Lawrence Wong warned last year about his deepfakes promoting scam products and services.
In addition, this is especially important for those who are less technologically inclined—especially the elderly.
Traditional radio players are always familiar and easy to use. It is the kind of technology that grew up around them, even before Singapore became an independent country.
This has resulted in traditional radio being a source of information for the elderly apart from local television stations.
Digital development
Radio today is no longer just about tuning in to a specific FM frequency on a portable device or car stereo. With the growth of radio apps and online streaming, listeners can also access stations through their phones and digital platforms.
In fact, some broadcasters have already left Khozi FM. In Oct 2025, the two channels owned by So Drama! Entertainment—Power 98FM and 88.3JIA—stopped FM operations and fully migrated to its Kakee digital channel.
At the same time, radio programs themselves have changed, from traditional music broadcasts to human-driven programs, comedy shows, and interactive segments that keep the audience engaged.
The radio has expanded its reach through social media. According to Nielsen Radio’s 2025 study, mature stations such as Love 972, Class 95, Gold 805, Warna 0942 and Oli968 saw Facebook and Instagram engagement increase by 22.4% year-on-year.
Whereas, Mediacorp’s youth-oriented brands like 987, Yebo 933 and Ria 897 saw a noticeable jump of 97.5% in engagement on TikTok. The test was done by Vulcan Post today (Mar 18) he revealed that Mediacorp 987 has 132,400 followers, Yebo 933 has 142,100, and Ria 897 has 79,700 followers.
This rapid growth is driven by a mix of content ranging from live interactive broadcasts and microdramas to short-form original series led by audiences. For example, 987 Bad Jokes and Yes 933 Comedy Skits have collected 9.85 million and 4.23 million views respectively, as of Jul 2025.
All these factors could have contributed to the increase in listening time from 10 to 10.3 hours per week.
The radio may continue to live for years to come
Radio in Singapore is not just surviving by accident.
By satisfying our need for second attention, it has not only managed to survive the digital age but thrive.
In a world full of screens, radio sells something rare: background presence.
And as long as people continue to look for something to accompany them—rather than demand their full attention—it may continue to find a place in our everyday lives.
- Read other articles we’ve written about Singapore businesses here.
Featured Image Credit: Yes 933, One FM 91.3 via Instagram
