Radio in Poland 2025. Analysis of listenership and listener behavior

illustration: Gemini AI

The Radio Research Committee has prepared a comprehensive summary that sheds new light on the condition of this industry. The RADIO 2025 report indicates that almost all Poles, regardless of age or professional status, have regular contact with radio waves. The authors of the study emphasize that radio is a universal medium that can connect generations. Below is a list of the places where we most often indulge in listening to our favorite stations.

Radio remains one of the most stable and common media in the Polish communication landscape. Despite the dynamic development of streaming platforms and social media services, the traditional receiver still holds an important place in the homes and cars of millions of Poles. The latest data shows that radio not only maintains its position but also effectively adapts to digital reality. Analysis of listener habits allows us to understand why this medium still attracts such immense attention from advertisers and content creators.


The modern listener spends a significant part of their day with the radio, treating it as a companion for daily duties. This medium accompanies us during morning coffee, on the way to work, and while performing professional tasks. This ubiquity ensures that radio messages reach audiences at moments when other media often lose the fight for attention. It is worth noting that the stability of reach stems from the deep rooting of radio in Polish culture and daily routines.

• Car is the absolute leader among listening locations, where the radio provides a natural background for travel.
• Home is a space where the radio accompanies us during rest and housework.
• Work is a place where radio broadcasts help with concentration or make the time more pleasant.
• Other places, such as parks, shops, or gyms, where the radio signal reaches us in public spaces.

The high popularity of radio in cars results primarily from the ease of use and the lack of need to engage one`s sight. Drivers appreciate the ability to quickly obtain information about traffic jams, weather, and the latest news from the country and the world. In this context, radio serves not only an entertainment function but, above all, a service and information one. It is the only medium that can coexist with driving a vehicle in such a safe and natural way.

Stable reach and long listening hours

Data gathered in the Radio Track study indicates impressive reach results that contradict theories about the decline of traditional media. Poles turn on the radio very often and remain faithful to it for a long time during the day. The average listening time exceeds four hours a day, which is one of the highest results among all mass media. Such a long exposure time to radio content provides huge opportunities for building relationships with the recipient.

The authors of the RADIO 2025 report point out that small adjustments in reach result mainly from the emergence of new audio forms, such as podcasts or personalized playlists on streaming services. However, radio effectively defends its position thanks to its unique "live" character and radio personalities who build bonds with local communities. The listener does not feel anonymous, and the broadcaster often becomes a close acquaintance to them. But how exactly do we listen to the radio?

Signal source	Daily listeners	Share in listening time
FM radio antenna	17.3 million people	86.0%
Internet	2.5 million people	12.5%
Cable and digital TV decoder	0.4 million people	1.5%

The dominance of the FM antenna is still overwhelming, which shows that traditional analog technology is doing very well. At the same time, a clear upward trend is visible in the internet segment. Since 2022, the number of people listening to the radio via the network has increased by nearly 400,000. The internet is becoming a natural supplement for people who spend a lot of time at the computer or use smartphones as their primary entertainment hub.

The development of digital technologies allows listening to favorite stations regardless of geographical limitations. Poles are eager to use mobile applications and players on websites, which increases the availability of the medium in situations where a traditional receiver is unavailable. Thanks to this, radio becomes an even more mobile medium, tailored to the lifestyle of modern humans.

Listener demographics and audience preferences

Analysis of the age structure and education of listeners allows for a precise definition of the modern audience profile. Data from the Radio Research Committee indicates that radio reaches people of various social statuses, although certain groups show greater activity. This medium enjoys great popularity among working people, who treat radio as a source of current information and a way to relax after hours spent at work.

It is worth noting the times of day when listening intensity is highest. The largest number of people turn on their receivers in the morning and forenoon hours, which is linked to the daily cycle of most Poles. During this time, the radio serves as an alarm clock and a guide through the most important events of the morning. In the evenings, listening intensity drops in favor of television and the internet, but radio still maintains a steady group of loyal listeners.

Below we list the main features that distinguish individual groups of listeners:

• Working people - the most numerous group, listening to the radio mainly on the way to work and during duties.
• Youth - a group that increasingly chooses internet channels but still has contact with radio in their parents` cars or in public places.
• Seniors - loyal listeners for whom radio is the main source of information and contact with the world.
• Large city residents - more likely to choose thematic and information stations, while utilizing new reception technologies.

Education and place of residence also influence the choice of specific radio stations. Residents of smaller towns are more likely to choose local stations that provide information directly concerning their region. In turn, in metropolises, national stations and niche musical formats enjoy greater popularity. This diversity ensures that the radio offer in Poland is rich and can satisfy the tastes of the most demanding listeners.


During the day, Poles usually listen to one or two favorite stations. This attachment to a specific radio brand is very strong and built over years. A change in preferences occurs rarely and is usually associated with significant changes in the broadcast format or the departure of favorite presenters. For advertisers, this is a signal that radio offers a stable and predictable audience.

Modern signal sources and the future of radio

The traditional FM antenna remains the foundation of Polish broadcasting, as confirmed by the RADIO 2025 report. We use it at home, at work, and primarily in the car. Even though digitalization is progressing, the simplicity and reliability of the analog signal still win in the eyes of millions of users. It does not require internet access or paying for additional subscriptions, which is of key importance in many regions of the country.

However, the internet revolution does not bypass radio. In 2025, as many as 2.5 million people declare listening to the radio via the network. This is an increase that shows the direction of changes in the coming years. The internet allows for interaction with the listener, offering additional content such as video from the studio or the opportunity to participate in competitions with one click. This hybridity makes radio a multimedia medium.

It is worth looking at the detailed data regarding the time spent listening to the radio depending on the signal source.

Source of reception	Average listening time (minutes)	Group characteristics
FM Antenna	250 min	Traditional audiences, drivers
Internet	180 min	Younger people, office workers
TV Decoder	120 min	Home listening, background for work

These data show that listeners using a traditional antenna spend the most time with the radio. This is due to the fact that the FM antenna is often turned on all day in trucks, workshops, or offices. Listening via the internet is usually more intentional and shorter, often limited to specific broadcasts or author programs. TV decoders represent a niche but stable source of reception for over 400,000 Poles.

Radio is a medium that can combine tradition with modernity. Although FM technology still dominates, the industry does not close itself off to innovation. The constant development of mobile applications and the increasing quality of the internet signal ensure that radio will accompany us for many more decades. Stable reach results and listener loyalty are the best proof that in a world dominated by image, sound still has the magic power to attract attention.

The full report is available on the Radio Research Committee website.