But RNZ’s diminishing linear radio audience has to be understood in the context of its overall expansion of audience reach online, and audience trends across the radio sector in general. There has also been a steady but significant decline in the daily reach of linear radio overall. The RNZ report also suggests staff are uncertain about what audiences their programmes are aiming at. The risk of pleasing no oneThe online reach of RNZ’s website and app is now comparable to the reach of its linear broadcasts. Critics might frame that as under-performance on the radio side, but it also shows audience reach has grown beyond the older-skewing linear radio demographic.