The importance of the car as a core location for broadcast radio listening has been highlighted by new research revealed at WorldDAB Automotive 2025 in Madrid last Thursday (19 June).
Nearly 200 senior executives gathered at the annual event organised by WorldDAB, the global industry forum for DAB+ digital radio. It opened with public and private broadcasters joining forces to deliver a unified message to the automotive sector: broadcast radio must remain prominent in the evolving in-car environment.
Edison Research’s Megan Lazovick unveiled new consumer data about in-car listening, including the latest Infinite Dial Australia survey. “DAB+ leads the way,” she said. “Australia’s radio reach in the car isn’t just impressive – it shows us the future. More digital radio options don’t fragment the audience, they strengthen radio’s appeal.”
Lazovick reported that radio dominates cars universally. “From 72% to 84% across five countries and three continents – whether you have traditional AM/FM or advanced DAB+, radio reaches the most people in the car,” she said. There was also higher radio usage among connected car users. “Radio is served well by dashboard upgrades in the car – and a smart dashboard design includes radio,” Lazovick added.
Lizzie Young, CEO, Commercial Radio & Audio, also explored how Australian audio is thriving – she noted that 81% of Australians listen to radio in cars weekly, because Australia’s geography makes it a nation of drivers. Young issued what she called “a rallying call from Down Under” for global platforms and automakers to collaborate, “to ensure radio remains what it has always been: a free, trusted, and essential service for communities everywhere.”
Ofcom’s Mark Pearson brought new data from the UK media regulator’s Technology Tracker 2025 research, showing that listening to live radio on DAB is the most common in-car audio activity in the UK, growing to 53% of respondents. Around 7 in 10 people now have DAB radio in the car. Pearson highlighted that radio is used, valued and expected in the car, while noting likely Increased competition for radio in the car in the future.
Elsewhere at the event, Martin Hülsmann, Managing Director of RADIO BOB!, shared how the station became the first commercial broadcaster in Schleswig-Holstein to go FM-free, stressing the importance of DAB+ in driving RADIO BOB’s growth. Hülsmann said that “DAB+ opens up new markets and chances… strong brands with attractive content and loyal communities will succeed.”
“Broadcast radio is still the way to go” was the message from Frank Nowack, Function Owner Broadcast Radio at Ford Motor Company. “The whole ecosystem – the broadcasters and the car manufacturers – need to work together to ensure a satisfying user experience with DAB+,” he added.
The Automotive event also heard how French-speaking markets – such as Switzerland, Belgium, and France itself – are leading the way in preparing the automotive sector for digital radio. Charles-Emmanuel Bon, Secretary General, Radio France noted that it was starting a plan to switch off some FM transmitters covering routes between cities, “which makes DAB+ even more important, to reach and ensure that consumers who love radio in their cars have access to a good DAB+ system that is easy to find and works well.”
Gereon Joachim, Vice President Automotive Sales & Strategy, EMEA, Xperi showcased the insights gained from terrestrial in-car radio listening. Data for DAB vs FM listening from DTS AutoStage equipped cars showed that in France, almost 70% was to DAB+, rising to 84% in Germany and 91% in the UK. Xperi gathers data from over 11 million cars, for 90,000+ stations in more than 140 countries.
Laurence Harrison, Chief Partnerships Officer, Radioplayer and Sonia Domarco, Radioplayer Spain presented its development of the first demo feature showing linking between broadcast radio and broadcaster apps, which provides a way into all available radio content through broadcast radio. They argued it would help maintain radio‘s prominence, offering easy access to all available radio content – but noted it could only be delivered through collaboration between broadcasters and car-makers.
(Picture – World DAB)
