Global is the most popular commercial radio group in the U.K., tallying 29.2m listeners each week, according to Q3’s RAJAR figures, which were its highest ever. Heart is its biggest brand, with nearly 13m weekly listeners (up 14% year-on-year), while hit-music brand Capital pulled in 9.7 weekly listeners (up 21.2% YoY) during the same period.
“U.K. radio is thriving, with Global leading the revitalization of British radio through a massive transformation of the commercial sector,” notes Chief Broadcasting and Content Officer James Rea. “After years of decline, commercial radio now has its largest audiences ever, surpassing the BBC in market share. This growth has attracted significant investment, further propelling the sector’s expansion, driving up digital listening figures and stimulating the entertainment sector with live events and artist promotions.”
Here, we chat further with Rea about the status quo at Global, working with the U.K. music industry, competing in an “evercrowded” media landscape and much more.
How do you support new music talent at Global radio?
We are passionate about new-music talent. More than 70% of our plays on Capital are from music released in the 2020s. Our dedication to new artists is clear through shows like Homegrown on Capital XTRA and Xposure on Radio X, where we spotlight tracks, sessions and interviews with fresh talent. Our reach doesn’t just stop at airplay: our brand, Capital Buzz, has extraordinary success in amplifying new artists, significantly outperforming streams. At our flagship events, including Capital’s Summertime and Jingle Bell Balls, we always reserve slots for emerging artists and host intimate gigs to give them the exposure they deserve. RAYE is a great example of someone who was given an opportunity at Capital’s Summertime Ball in 2017 and went on to headline this year’s event.
Can you talk me through your playlisting strategy?
Our playlisting strategy is a blend of data analytics, audience insights and gut instinct based on the experience of our team. We believe strongly in the power of combining data with the intuition and experience of our people.
How much is streaming used to inform playlist decision-making?
Streaming numbers are one of the factors we consider, but it’s only part of a much broader decision-making process.
How much risk is involved when deciding what to play and how much are you informed by stats on what’s already popular?
We look at a range of metrics in deciding what to play, honestly, no one decision is the same. When we back a song, we try and go all out, for example, as we did with Kylie’s “Padam Padam” on Capital—the first channel to give it radio airplay.
Streaming has provided strong competition for radio, especially amongst younger listeners. How are you competing?
Slightly different usage cases in one’s day we would suggest, which is why radio remains a massive force in the U.K. The sense of day, time, place and now that radio delivers is just unique. According to RAJAR’s latest audience numbers, radio’s weekly adult reach is 89%, compared to 36% for on-demand music streaming. Even among 15-24-year-olds, radio outperforms streaming, with a reach of 76% versus streaming’s 70%.
Commercial radio in the U.K. is also growing because it has adapted and innovated. Our app, Global Player, revolutionizes how people listen to the radio and consume our stations and brands, offering features like song skipping and live radio rewinding, whilst also pulling together all the great content under our roof into one easy-to-use place. Radio isn’t just keeping up, it’s leading the way with advanced technology that makes it more accessible and engaging.
There is a fear that streaming could eventually make radio obsolete. How would you respond to that?
Radio is incredibly resilient, and the numbers above prove it. Listeners form strong bonds with presenters and radio brands. It’s more than just a medium, it’s a companion that understands, contextualizes and connects with its audience. Radio’s simplicity and presence in everyday life—from cafes to taxis, from the factory floor to the family car—make it indispensable. It fits seamlessly into people’s lives, offering a curated experience that’s both convenient and enriching. Plus, technology allows us to create dedicated stations for every taste, whether it’s Capital XTRA for hip-hop and R&B lovers or Smooth Country for country-music enthusiasts. Global has all needs covered.
How have you seen audience listening habits change over the last decade? How do you see them evolving in future?
Audience habits have certainly evolved with technology, but radio has adapted beautifully. We’ve embraced digital platforms, and online listening continues to grow, often outpacing traditional analog methods. In the future, we expect even more integration of interactive and on-demand features, making radio even more accessible and personalized. We love that.
How has Global’s relationship with the music industry evolved during that time?
Our relationship with the music industry has grown stronger. Capital (Taylor’s Version)—a pop-up radio station dedicated to Taylor Swift to celebrate the U.K. leg of her tour—is something that we’re so proud of and shows what can be achieved when we collaborate with artists and labels to support and promote the best talent out there. We work closely with the industry every day, be that at a playlist level or our world-class events that give huge platforms to artists. Whatever it is, it all forms part of a fantastic symbiotic relationship.
What are the biggest challenges about working in radio?
People often think our competition is other radio stations or streaming services, and of course it partly is. But in reality we’re competing for people’s time and attention across the board. It’s about staying relevant and engaging in an ever-crowded media landscape.
And how about the most exciting developments in the space?
Technology is a game-changer. You don’t only hear but can now see our shows as we visualize our content and bring listeners closer to the action. Global Player lets listeners rewind live radio and switch between live broadcasts and live playlists with ease, making the radio experience more dynamic and interactive than ever before.
As a network, you’ve got strong competition from the BBC and Bauer. What’s Global’s USP?
Competition drives us to excel and be the best. At Global, we focus intently on our audiences, products and quality, and it’s fantastic to see that reflected in the results. Global is the biggest commercial-radio company in the U.K., with our highest ever reach, hours and share.
We are immensely proud to say that Heart is now the biggest commercial radio brand by far in the U.K., with more than 12 million weekly listeners. Capital is continuing to grow, with a new breakfast show with Jordan North that’s the buzz of British radio.
Each month, Global reaches 66% of the Gen Z audience in the U.K. and has huge engagement across all age groups. Our social reach is immense, with Global reaching 1.1b people a month and Capital alone reaching 234m. Capital is the most-followed radio brand on TikTok globally, showcasing our strong social-media presence with 2.3m followers and averaging 20 million organic video views a month. Global Player is one of the largest, if not largest, music apps in the U.K. by weekly active users, and our outdoor-advertising business also creates further exciting opportunities to support artists. Global really does offer a truly unique multiplatform offering in the U.K.
Can you tell our U.S. audience what’s unique about British radio?
British radio is thriving more than ever. Nearly 50m people, or 89% of the adult population, tune in weekly. Online listening is surging, outpacing traditional analog methods. Commercial radio in particular is leading this digital growth. Global alone reaches 27.6m people weekly, reflecting the vibrant and diverse landscape of U.K. radio. People go on about the “good old days” in radio. These are the good old days for modern British radio and its digitally focused brands.
What are your future plans and ambitions for Global’s music strategy? Are there any changes or new developments on the horizon?
Always. At Global we never stand still. We are always looking ahead, ready to embrace new opportunities and innovations.
