Kuala Lumpur, Malaysia — March 3, 2026 — NIQ, a leading consumer intelligence company, today released findings from GfK, an NIQ company, based on its first-ever nationwide Radio Audience Measurement (RAM) Wave 2 2025. The survey confirms that radio remains one of Malaysia’s most powerful mass media channels, reaching 93% of the population aged 10 and above each week. The survey, RAM Wave 2 2025, shows that 21.9 million Malaysians tune in weekly, with listeners spending an average of 12 hours and 47 minutes with radio every week.
Conducted by GfK across Peninsular Malaysia and East Malaysia, the RAM survey delivers a comprehensive view to date of radio listening behaviour in the country. Fielded over six weeks from August 24 to October 4, 2025, the study captures how Malaysians engage with radio throughout the week, offering broadcasters, advertisers, and media agencies an independent and robust view of the national landscape.
“Radio’s continued reach across Malaysia shows that trust and habit still matter in a fragmented media landscape. What this study highlights is not just how many people radio reaches, but how deeply it is woven into daily life — across generations, regions, and listening occasions. This level of consistent engagement reinforces radio’s role as a powerful and complementary channel within today’s multi-platform environment“
Giacomo Catanoso, Media Measurement Commercial Director, Asia, GfK.
Radio remains a consistent part of everyday life
RAM Wave 2 2025 findings further reveal that radio continues to hold a strong presence in Malaysia. This sustained level of engagement underscores radio’s enduring role as a trusted source of entertainment, information, and companionship in people’s lives.
On a weekly basis, radio listeners spend an average of 12 hours and 47 minutes tuned in, reinforcing radio’s position as a habitual and reliable medium that remains deeply embedded in everyday routines across the country.
Radio engages audiences across all age groups
The RAM Wave 2 2025 findings show that radio listening in Malaysia spans all age groups, with clear differences in audience size and listening habits. Among the 93% of Malaysians who tune in weekly, 12.3 million listeners are aged between 10 to 39, spending an average of 12 hours and 7 minutes per week listening to the radio.
Meanwhile, listeners aged 40 years and above account for 9.6 million weekly listeners and demonstrate even deeper engagement, dedicating 13 hours and 38 minutes per week. These patterns highlight radio’s continued ability to engage both younger and older audiences, with nuanced variations in listing duration across life stages.
Radio complements a multi-platform media landscape
While radio remains a powerful medium in its own right, the study also shows that it coexists seamlessly with digital and social platforms. Radio listeners are highly engaged across multiple channels, with platforms such as Facebook, TikTok, and YouTube among the most frequently used social media platforms. This cross-platform behaviour reflects the dynamic nature of media consumption in Malaysia, where radio continues to complement digital touchpoints rather than compete with them.
Beyond media usage, the study also explored broader lifestyle and consumer behaviours. Among respondents, 8.8 million people reported seeking shopping recommendations from friends or influencers, while 8.7 million indicated preference for shopping online rather than in physical stores — highlighting the interconnectedness of media consumption and consumer decision-making.
Top radio stations by weekly cumulative audience
The RAM survey also identifies the leading stations in Malaysia by weekly cumulative audience, demonstrating the scale and diversity of the country’s radio landscape.
Source: 24 August 2025 – 4 October 2025, Peninsular Malaysia and East Malaysia (Kuching, Kota Kinabalu, Miri and Sandakan), GfK Nationwide Radio Measurement
About the Study
GfK’s Nationwide Radio Audience Measurement (RAM) study was conducted using hybrid methodology that combines paper diaries and e-diaries to capture live radio listening behaviour. Listening data was collected in 15-minute intervals across seven days a week, offering granular insight into listening patterns throughout the day.
A total of 6,600 individuals aged 10 and above participated in the study, including 6,000 respondents in Peninsular Malaysia and 600 respondents in East Malaysia, covering urban centres such as Kuching, Kota Kinabalu, Miri, and Sandakan.
All findings were processed and calibrated using GfK probe, GfK’s proprietary analytics software, ensuring consistency, accuracy, and comparability across markets.
About NIQ
NIQ (NYSE: NIQ) is a leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. Our global reach spans over 90 countries covering approximately 85% of the world’s population and more than $7.2 trillion in global consumer spend. With a holistic retail read and the most comprehensive consumer insights - delivered with advanced analytics through state-of-the-art platforms - NIQ delivers the Full View™.
For more information, please visit www.niq.com.
Forward-Looking Statement
This press release regarding RAM survey in Malaysia may contain forward-looking statements regarding anticipated consumer behaviors, market trends, and industry developments. These statements reflect current expectations and projections based on available data, historical patterns, and various assumptions. Words such as “expects,” “anticipates,” “projects,” “believes,” “forecasts,” and similar expressions are intended to identify such forward-looking statements. These statements are not guarantees of future outcomes and are subject to inherent uncertainties, including changes in consumer preferences, economic conditions, technological advancements, and competitive dynamics. Actual results may differ materially from those expressed or implied in these statements. While we strive to base our insights on reliable data and sound methodologies, we undertake no obligation to update any forward-looking statements to reflect future events or circumstances, except to the extent required by applicable law.
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