A major new international study launched today at WorldDAB Automotive 2026 has delivered compelling evidence that broadcast radio — with DAB+ as the established digital terrestrial broadcast radio platform — is essential, expected and embedded in the in-car experience. Presented to senior automotive, broadcast and policy leaders at the annual event in Frankfurt, the findings underline the continued importance of ensuring broadcast radio’s prominence and easy access in the dashboard as vehicles become increasingly connected.
Broadcast radio remains the first choice for drivers
The study shows that 83% of car buyers listen to radio in the car, making it the number one in-car audio source by a
clear margin. Radio is also the most frequently used: half of all respondents said it is the audio they listen to most often,
well ahead of streaming services (20%), personal music (12%), podcasts and audiobooks.
Daily listening patterns reinforce this dominance. 31% of car buyers listened to radio every day in the past week,
compared with just 15% who listened daily to music on streaming platforms.
A ‘must-have’ feature in every new car
Even in a connected world, drivers still expect broadcast radio to be built into the dashboard. When asked which
features are “must-haves” when buying a new car, 62% selected radio, placing it above built-in navigation, touchscreen
displays and smartphone mirroring systems.
Broadcast radio is an essential part of the in-car experience, with 85% of in-car radio listeners saying they would “really
miss having radio in my car”.
DAB+: enhancing the experience
The study also highlights the strong performance of DAB/DAB+. 95% of DAB+ listeners say they like using it, and 91%
find it easy to access while driving. Listeners praise its audio quality, reliability, station choice and on-screen information.
Effortless, reliable and safe
Ease of use remains one of broadcast radio’s strongest advantages. The study found:
- 96% agree radio is easy to use
- 87% say radio is always just one click away
- 72% agree radio is easier to listen to than other audio sources
Broadcast radio also plays a critical role in safety and emergency communication. 83% say radio is very important in
times of disaster, and 52% say it is the first place they would go for information while driving. Two-thirds of respondents
believe radio is safer to use than other audio sources.
Connection, companionship and a better journey
Beyond information and entertainment, broadcast radio provides connection and company. 85% say radio keeps them
up to date with the world, while 69% say it keeps them connected to their local area. Many respondents describe how
radio provides companionship when driving, with one saying: “Using radio in the car makes driving more enjoyable. It
gives me music, entertainment and company while I’m on the road.”
WorldDAB’s President, Jacqueline Bierhorst, said: “This research gives a clear verdict from car buyers: broadcast radio
belongs in cars. Drivers expect it, rely on it and value it — not only for entertainment, but also for trusted information,
safety and connection. DAB+ is essential because it brings these strengths into the digital age: free-to-air, reliable, easy
to access and designed for universal broadcast delivery.
“As dashboards become more complex and connected, WorldDAB will continue to work with broadcasters, automotive
partners and policymakers to ensure broadcast radio remains prominent, easy to access and available for all drivers,”
she added.
The research, commissioned by WorldDAB and conducted by Fifty5Blue (formerly Kantar Media), is based on 8,000
online interviews across Australia, France, Germany, Italy, Spain and the UK. It surveyed adults who purchased or leased
a vehicle in the past five years and who are familiar with modern in-car infotainment systems.
The major new study was unveiled at WorldDAB Automotive 2026 in Frankfurt, by Julie Soulsby, Director, Insight, and
Phyllis Chen, Insight Manager of Fifty5Blue. The report is available to download from the organisation’s website.