5 days ago
How the story of radio and podcasts unfolded
Once upon a time …
Radio reigned supreme in the UAE's audio landscape. It was the voice that millions woke up to, relied on during their commutes, and turned to for music, news and companionship. From bustling city streets to quiet desert highways, radio connected a diverse audience in real time, becoming an integral part of daily life.
And every day …
Listeners tuned in religiously. Virgin Radio Dubai kept them energised with international hits; Dubai Eye 103.8 engaged them with insightful discussions; and Al Rabia brought them the best of Arabic culture. Radio was king; it was an advertising powerhouse that delivered mass reach and real-time engagement.
Until one day …
Digital disruption arrived. The world became increasingly mobile, and consumers craved personalised, on-demand content. The rise of podcasts introduced a new way of listening – one that empowered audiences to choose what, when, and how they consumed audio. People wanted content tailored to their interests, and AI-driven platforms such as Spotify, Anghami and Apple Podcasts delivered exactly that.
As a result …
Podcasts surged in popularity. The UAE saw its listenership rate rise to 18 per cent weekly, surpassing even the UK in terms of the proportion of its population tuning in. Listeners gravitated toward highly curated and diverse content, from Kerning Cultures, which told deeply immersive Middle Eastern stories, to The Diary of a CEO, a global business favourite.
Niche interests were catered to like never before, with multilingual programming and AI-powered recommendations ensuring that every listener had a personalised experience. Businesses and creators quickly adapted, experimenting with innovative monetisation strategies, sponsorships, premium subscriptions and live podcasting events such as Mindvalley's Future Human 2025 in Dubai.
Because of that …
Radio had to evolve. It was no longer just about mass broadcasting; it was about engagement, interactivity and digital transformation. Stations embraced streaming, mobile apps and social media integration. Many repurposed popular talk show segments into podcasts, ensuring they could be consumed any time and anywhere. Brands, too, recognised the shift, reallocating ad budgets to digital audio, ensuring they reached both real-time radio listeners and on-demand podcast audiences.
Until finally …
The realisation dawned: podcasts and radio are not competitors; they are partners in the evolving audio ecosystem. The most successful media brands in the UAE understood this and adapted accordingly.
The future of audio in the UAE
As radio and podcasts continue to converge, the UAE's audio landscape will be shaped by:
Hybrid content models: Radio stations launching companion podcasts, while podcasters leverage live formats.
AI-driven personalisation: Smarter algorithms curating content based on preferences.
Community-driven engagement: Events such as PodFest Dubai, a gathering of creators, brands and listeners that fosters collaboration, networking and interactive panel discussions, reinforcing the connection between content producers and their audiences.
Subscription-based revenue models: Premium content and ad-free experiences driving monetisation.
Corporate and educational podcasting: UAE businesses and universities embracing bespoke podcasts for storytelling and thought leadership.
Smart speaker and in-car integration: Seamless transitions between live radio and on-demand listening.
The moral of the story?
The UAE's audio media evolution is not about choosing between radio and podcasts; it's about embracing both. Traditional radio remains a trusted, far-reaching medium, while podcasts cater to the personalised, digital-first listener.
Think about this: AED 100,000 spent on radio could help a brand reach approximately 1.4 million listeners while the same on podcasts would help it reach almost a million listeners. However, podcasts offer targeting options that aren't available on traditional radio.
Therefore, the future belongs to media brands that integrate both formats, adapt to changing consumer behaviours and harness the power of technology to create richer, more engaging experiences.
In this ever-evolving audio landscape, those who innovate will lead, those who resist will fade, and the UAE's listeners will continue to enjoy an unprecedented level of choice, convenience and content diversity.
By Aseem Bhandari, Head – Media Investments and Partnerships, Team Red Dot.
