> ## Content Index
> Fetch the complete content index at: https://www.hypebot.com/llms.txt
> Use this file to discover other available public pages before exploring further.

# It’s time to forget radio and focus your promo on 4 digital services
- URL: https://www.hypebot.com/its-time-to-forget-radio-and-focus-your-promo-on-4-digital-services/
- Published: 2022-01-11T16:35:00.000Z
- Updated: 2022-01-11T16:21:35.000Z
- Description: Artists and labels may be wasting their precious promotional dollars and time if they’re still chasing airplay on hundreds of individual radio stations rather than focusing on 4 digital services,. Continue reading [https://www.hypebot.com/hypebot/2022/01/its-time-to-forget-radio-and-focus-your-promo
- Author: Bruce Houghton
- Tags: Music Marketing, Radio & Satellite, Streaming, DIY, Music Business, music industry, musicians, radio, #wp, #wp-post, #Import 2026-01-21 09:48

Artists and labels may be wasting their precious promotional dollars and time if they’re still chasing airplay on hundreds of individual radio stations rather than focusing on 4 digital services, according to new data from Morgan Stanley.

The numbers don’t lie.

US adults over 65 spend spend 57% of their listening time on broadcast radio, but listeners aged 18-29 spend just 14% of their time there.

Digital is increasingly grabbling listening time that once was radio’s and below you can see how that digital divide increases dramatically in younger audiences.

![](https://storage.ghost.io/c/3a/95/3a957c06-c825-4057-9939-0a274cc16d23/content/images/www-radiotoday-com-au/wp-content/uploads/morganstanley-listening-chart.png)

In that digital space, the influence of smaller and legacy outlets is also on the decline as increasingly digital listening is occurring on just four platforms

![](https://storage.ghost.io/c/3a/95/3a957c06-c825-4057-9939-0a274cc16d23/content/images/www-ped30-com/wp-content/uploads/2021/12/screen-shot-2021-12-20-at-7-47-52-pm.png)

Unless your target audience is over 65, effort spent marketing on just four digital services – SiriusXM, Spotify, Amazon Music, and Apple Music – rather than hundreds of radio outlets offers a far greater potential to build and maintain an audience.

**Bruce Houghton* is Founder and Editor of [Hypebot](https://www.hypebot.com/) and [MusicThinkTank](http://www.musicthinktank.com/?ref=hypebot.com) and serves as a Senior Advisor to [Bandsintown](https://www.bandsintown.com/?ref=hypebot.com) which acquired both publications in 2019\. He is the Founder and President of the[ Skyline Artists Agency](https://skylineonline.com/?ref=hypebot.com) and a professor for the [Berklee College Of Music](https://online.berklee.edu/courses/touring-101?ref=hypebot.com).*