Audio Insight: Gen Z is Listening Now What?

Challenging the listening habits of Gen Z

Over and over, I keep hearing the same things, “Young people do NOT listen to the radio, Gen Z doesn't know radio exists, they only consume digital content through their phones, and AM/FM is irrelevant.” But when I stop by one of our events or live broadcasts and see young people interacting with our talent and radio stations, I am reminded that perception is often dictated not by the most influential voices but by the loudest.

In a digital age dominated by streaming platforms and mobile devices, loud voices, like software and tech companies, holler to the rooftops that traditional AM/FM radio has lost its appeal, especially among the younger generation. However, recent findings from Edison Research's Share of Ear study, published through  Inside Radio, shed light on a surprising trend: Gen Z, the demographic aged 13-24, spends a significant amount of their in-car listening time with good old-fashioned radio. Let's look at the data behind this unexpected insight.

According to Edison Research, Gen Z listeners dedicate 43% of their in-car listening time to mobile devices, but over-the-air listening is 48%. That’s nearly half their time with traditional AM/FM radio. This challenges the notion that Gen Z relies on mobile devices for audio consumption.

Factors Influencing Gen Z's Radio Preference

Several factors contribute to Gen Z's affinity for “in-car” radio consumption. Firstly, radio offers a curated and diverse content selection, including music, talk shows, news, and live broadcasts. Broadcasters have perfected the art of variety and playlist curation, having programmed  8760  hours a year for nearly a hundred years. This variety appeals to Gen Z's desire for spontaneity and discovery, fostering an engaging listening experience. Unlike personalized playlists or algorithm-driven recommendations, radio frequently introduces listeners to new music and artists, allowing for surprising discoveries.

Radio also provides a sense of local connection, with DJs, community news, and national-regional music charts creating a shared experience among listeners. Through my interactions with Gen Z, I’ve concluded that, like previous generations, they value connection to their local community and appreciate radio's ability to reflect and promote local culture and talent. This sense of belonging and shared experience contributes to radio's enduring appeal, especially in the in-car environment where listeners may seek out a familiar and comforting presence. Familiarity and comfort form the cornerstone of Iliad Media Group’s programming philosophy.

Additionally, the in-car environment poses unique challenges for mobile devices, such as connectivity, limited data plans, or driver distractions. As we saw in the survey, these factors can lead Gen Z to opt for the reliable and accessible nature of AM/FM radio during their journeys. Radio offers a seamless and hassle-free listening experience, making it a convenient choice for Gen Z’s on-the-road listening.

Implications for Radio Broadcasters

Edison Research's insights hold significant implications for radio broadcasters targeting Gen Z. While adapting to the digital landscape and engaging with younger audiences through mobile and streaming platforms is essential; radio remains a vital component of the in-car listening experience. Broadcasters can leverage this opportunity by offering compelling content, relevant programming, and interactive experiences that resonate with Gen Z listeners.

Traditional radio companies can take several steps to appeal to Gen Z without alienating adults aged 25-54. First, we should embrace digital platforms and focus on expanding their presence across various channels, such as streaming services, mobile apps, podcasting, and social media. Go where Gen Z audiences are allows us to reach listeners who prefer on-demand, personalized content.

Second, radio broadcasters can create interactive experiences that cater to Gen Z's desire for active participation and engagement. Introducing live polls, quizzes, and listener-driven content can make the listening experience more immersive, especially if you can expand it online. Integrating social media and user-generated content, including video, can also enhance a sense of community and connection, appealing to both Gen Z and the older audience.

Thirdly, Diversifying programming to include a broad range of genres, subcultures, and niche interests can attract Gen Z listeners seeking content that resonates with their tastes. But only do this if it fits your station brand and the trust Gen Z has afforded your stations. A few rules are to be true to our brand, be familiar and comfortable, and stay neutral.

Note: The information presented in this article is based on the insights provided by Edison Research's Share of Ear study. For more detailed findings and data, readers are encouraged to refer to the original research conducted by Edison Research.