Industry Stalwart Stephen Stewart Says “Radio Still Matters” — But Surveys Show Only 28% of Jamaicans Are Listening

During a recent interview on IRIE FM’s Road To Success, industry stalwart Stephen Stewart pushed back against growing claims that radio is a dying medium, declaring, “Radio is still relevant.” According to Stewart, radio remains one of the few platforms capable of giving Jamaican artists their true big break—a position that challenges the prevailing narrative within the entertainment industry that radio is becoming obsolete.

However, Stewart’s optimism comes at a time when statistics paint a very different picture. The 2023 Jamaican All Media Survey, conducted by Market Research Limited (MRSL), reveals that radio listenership has dropped to just 28.17% of the island’s population—roughly 796,000 listeners out of 2.8 million. That’s a 10% decline since 2020, equating to a loss of nearly 89,000 listeners in just three years. The primary driver? The explosive rise of digital streaming platforms, smart devices, and on-demand audio like podcasts and YouTube.

In the face of this sharp decline, the Jamaica Music Society (JAMMS) last year urged producers to create radio-friendly (censored) versions of their songs to keep up with local broadcasting regulations and maintain whatever revenue remains from traditional airplay. JAMMS General Manager Evon Mullings has advocated for this shift, particularly in light of new enforcement by the Broadcasting Commission of Jamaica (BCJ), which recently banned songs that glorify speeding, reckless driving and several other uncouth behaviour.

Yet, some industry players are questioning whether such radio edits are even worth the effort anymore. With platforms like Spotify, Apple Music, TikTok, Twitch and YouTube offering artists global reach and creative freedom, many believe that the focus should shift entirely to digital. “Why censor your message for a medium that no longer reaches the masses?” one stakeholder asked rhetorically in ongoing discussions surrounding the issue.

Still, radio hasn’t completely lost its influence. The market remains fiercely competitive, with over 42 stations on the dial. Top players like IRIE FM, which holds a 23.4% market share, dominate a shrinking but loyal listener base. While only 10 stations account for 87% of the audience, Stewart’s defence of radio may resonate with up-and-coming artists looking for grassroots exposure. As the industry continues to grapple with evolving media consumption habits, the debate over radio’s relevance is far from over.