More than 5.39 million Australians listen to community radio every week.
That’s nearly a quarter of the population tuning in to 500+ stations, according to the Community Broadcasting Association of Australia (CBAA).
The long-time reason for tuning in has been the music – 62% to hear Australian music not heard elsewhere, and 30% to find new music. Community radio plays 390,960 hours of Australian music a year.
Local issues, news, and weather are also at the top of the list.
But there are also social value reasons such as increased well-being, reduced loneliness, self-identity, stronger social connection with like-minded people, greater community participation due to being aware of opportunities, a trusted voice for minorities, and an increased sense of belonging.
This applies as much to listeners as to the thousands of staff and volunteers in the stations.
In the current toxic political climate and welcome-back-to-the-’50s sweep, community radio’s identity as an inclusive, cohesive, and diverse society is a magnet for a wide range of tribes.
The CBAA recently issued a deep-dive report with its first Social Return On Investment analysis of community broadcasting.
It found it creates at least $485 million in social value each year with at least $7.59 in social value generated for every $1 invested.
The report looked at social value through three groups – listeners with a Christian faith, those from multicultural backgrounds, and those with disabilities.
The CBAA report comes just as other surveys uncover why Gen Z is also turning to community, mainstream, and internet radio.
Currently the age breakdown of Australian community radio listeners is:
Aged 15-24 (19% of listenership)
Aged 25-39 (about 30%, the largest sector and making up 1.54 million)
Aged 40-54 (23%)
Aged 55+ (28%)
It is expected that Gen Zers percentage will grow given a global rise in their affection to radio of all types.
An iHeartMedia study in August suggested that the reason for this is a need for trust, belonging, and community.
“Gen Z grew up during constant disruption, from social media surveillance to economic uncertainty, COVID-19, and the rise of AI, shaping a generation that craves trust and authentic connection.”
More than any other generation so far, radio defines them as a person. 96% say the music or content they choose says something about them as a person, and 96% think their playlists reflect their identity. Meanwhile, 68% update their playlists every day or several times per week.
But Gen Z is also, through social media and AI, the most scrutinised. Hence, contends iHeartMedia, they are more cautious about self-expression, more sensitive to social judgment, and how they present themselves to others.
“For a generation often labelled digital-first, one of the most important insights may be surprisingly human: Gen Z is actively looking for places where they can feel accepted, connected, and part of something larger than themselves.”
A very high seven out of ten are concerned that they are judged on the music they play. It’s double the rate of listeners aged 35+. According to the study’s US respondents – and assumedly reflecting their Australian cousins – radio provides a safety blanket.
85% less likely to be assessed when listening to radio with others, as in friends, siblings, parents, co-workers and other relatives.
84% specifically choose radio as the entertainment format when they're in the car with others. For 77%, radio is safer to play in a group, and makes the experience more “meaningful”.
To the extent that for a very high amount (91%), hearing radio together sparks conversations. For 88% it shares moments and memories.
“For Gen Z, radio is more than background audio; it’s a cultural meeting place.”
For Gen Z, hearing a favourite song on the radio validates and reinforces their choice, creates an affinity with those who also like it, and gives them greater attachment to it.
CBAA Research
The CBAA research, conducted by Think Impact was commissioned and led by Christian Media & Arts Australia, with Disability Media Australia, Multicultural Voices Australia (formerly the National Ethnic and Multicultural Broadcasters’ Council, and First Nations Media Australia.
The Social Return on Investment found that $63.9 million invested in the community broadcasters included in the analysis creates an estimated $485.4 million in social value.
It summed up, “On a conservative basis, that means every $1 invested creates $7.59 in social value, with the report modelling a potential range of $7.59 to $10.15.”
Christian community broadcasting was estimated to have $8.70 in social value for every $1 invested, with a modelled range of $8.70 to $11.54. There are 32 to 36 dedicated Christian stations with national networks as Vision and Faith FM, while there are others which offer corporate religion or spirituality in their mix.
It is estimated Christian community radio reaches almost 1.8 million listeners every week, spending 10 hours a week. About 20% are in remote and regional areas. The impact is “stronger spiritual growth, stronger personal relationships, greater desire to contribute to solving social issues and feeling safer in emergencies.”
For ethnic and multicultural community broadcasting:, it is $4.59 for every $1 invested, with a modelled range of $4.59 to $6.26.
The report admits it’s hard to put a specific beat on the size of the audience as topics are covered in dedicated stations and across-the-board ones, so its value estimate is based on National Ethnic and Multicultural Broadcasters’ Council members.
Of these, 358,000 tune in each week, with 97% in metro areas.
As a result, 54% get involved in city life, 18% increase their mental wellbeing, 11% feel more connected to their communities, 8% feel more represented in society, 5% have a changed view on different age groups and 2% have greater language skills.
Eduardo Jordan, executive producer of current affairs programs as The Wire and Fair Comment at 4EB, sees an increasing need to counteract the misinformation out there.
He says multicultural broadcasting is “essential to keep social cohesion because it has a sense of belonging and a sense of culture.
“With more than 200 nationalities living in Australia, these are critical in giving support and connection to new migrants, refugees and Australians with a cultural background.”
Disability community broadcasting: $7.30 for every $1 invested, with a modelled range of $7.30 to $9.97.
Several dedicated to print-disabled and radio-reading stations include networks like Vision Australia which operates 10 stations and five digital stations. Many use broadcasters with disabilities.
Disability Media Australia member stations reach 276,000 listeners each week. These are “predominantly people with a print disability, including those with learning, physical, vision and literacy impairments.
“Listeners are provided with easy access to daily print media to underpin informed opinions and decisions, facilitating full participation in cultural, economic, political and social life.”
Furthermore the SROI research shows that Disability Media “plays a significant role in addressing loneliness, especially for people who may experience isolation due to geography and/or disability. 15% of listeners are in regional areas.”
The CBAA report could not calculate a SROI ratio for First Nations media. But “the research highlights its importance in sharing trusted local information, celebrating culture, sharing perspectives and giving communities a voice.
“It supports previously identified outcomes including stronger communities, strengthened culture, communication, and meaningful employment and participation.”
However a Creative Australia study from earlier in the year revealed that First Nations stations play some of the highest level of Australian music in the community broadcasting sector. They make up one-third of the top 39 most ‘intensive’ community radio music stations in Australia.
“First Nations audiences feel a sense of ‘ownership’ and ‘belonging’ to Indigenous community radio stations in a way that is unique to the sector.”
The study went on to say, “60% of weekly listeners of Indigenous stations felt that music content on community radio contributes to their cultural experience and deserves financial support.
“Case study stations from the Indigenous media sector and their audiences report prioritising First Nations artists, both new and established; and playing new Australian country music artists which cements their unique offering in the Australian music landscape.”
This piece of content has been assisted by the Australian Government through Music Australia and Creative Australia, its arts funding and advisory body
