Gen Z population continues to shape the future of radio
Gen Z shapes up the future of the airwaves
Mogasi Consultancy recently released its Quarter 2 2025 Botswana Radio Insights Survey (BRIS) findings, and if one thing’s clear, it’s that Gen Z is holding all the cards when it comes to the future of radio in Botswana. This is clearly about a whole new generation calling the tune and reshaping what radio means.
With 362 responses under its belt, the BRIS report paints a vivid picture: Botswana’s radio landscape is being sculpted by its young, vibrant, and incredibly tech-savvy Gen Z listeners.
They’re not just passive consumers; they’re setting the pace, predominantly from Gaborone but with a reach that stretches to every corner of the nation. While the capital remains the beating heart of radio consumption, the survey drives home the unwavering loyalty of audiences across Botswana.
This generation, the dominant demographic in the survey, wants more than just entertainment. They’re after authenticity, shared experiences, and content that truly reflects their diverse lives and big dreams.
As digital natives, they effortlessly hit the ground running, blending traditional FM radio with the seamless flow of streaming, social media, and cutting-edge audio-visual content. Gen Z isn’t just the future; they’re the present, and their preferences are forcing radio stations to reinvent the wheel to stay relevant.
The BRIS findings show Yarona FM continues to be the undisputed champion, resonating deeply with its dynamic programming, killer music selection, and relatable on-air personalities.
It’s also the go-to for sports content and its high-energy morning show, The Rush. But that’s not the whole story. Duma FM is a cut above the rest with its credible talk shows and news segments, offering listeners serious substance and thought-provoking discussions.
RB2 has solidified its place with the timeless charm of “Sunday Ballads with Osi,” which truly captures the emotional pulse of weekend listening. UB Radio, run by the University of Botswana, is increasingly drawing in young, urban crowds, signaling an exciting growth trajectory.
And for audiences in more remote areas, Radio Botswana (RB) remains a steadfast voice, providing consistency and accessibility that underscores radio’s role as a true unifier.
Together, these stations weave a rich tapestry of voices, genres, and conversations, ensuring radio remains incredibly relevant to Batswana of all ages.
Just as important as the stations are the personalities who breathe life into the airwaves. This quarter, Khumo ‘Soso’ Khumo has emerged as a weekend favorite, while Kagiso ‘Fox’ Phatsimo has been crowned Botswana’s most trusted radio journalist.
This highlights how deeply personal radio remains, able to inform, comfort, and connect with listeners on a profound level. They’re not just voices; they’re trusted companions. The survey also reflects bigger shifts in media consumption.
The hunger for local audio-visual content, including podcasts, is clearly on the rise in Botswana. Audiences are increasingly seeking content that’s both informative and entertaining, seamlessly blending traditional formats with new media habits.
This growing trend means broadcasters, content creators, and brands need to strike while the iron is hot and meet listeners exactly where they are, whether through traditional airwaves or the ever-expanding digital universe. The message is clear: adapt or miss the boat.
