What still causes people under 30 to tune into the radio?
An iHeartMedia study conducted by Critical Mass Media says that Gen Z listeners are choosing radio because they see it as safer or more socially acceptable in a group setting.
“Fear of judgment is shaping Gen Z behavior,” iHeartMedia said.
Those young listeners, the research said, find radio appropriate for almost any setting, and still see it as a way to discover new music.
You may naturally be wondering: Just how many Gen Z listeners, or those aged approximately 14–29, are tuning into over-the-air radio?
A release from iHeartMedia promoting the study cited Nielsen data showing that radio reaches approximately 90% of teenagers monthly, compared to 75% for YouTube and 26% for ad-supported Spotify.
The release also highlighted data from Edison Research’s Share of Ear, which showed that Gen Z spends 47% of its ad-supported audio time with radio, compared to 31% for streaming music and 21% for podcasts.
The Critical Mass Media study on why Gen Z is choosing radio was presented Wednesday during a panel discussion at iHeartMedia headquarters in New York City, featuring special guests the Jonas Brothers.
A key focus of the study was Gen Z’s fear of judgment. Approximately 40% of Gen Z respondents said they refrain from posting on social media out of concern that peers might use the content to embarrass them.
[Related: “Tuning In With Gen Z: Lessons From the Villanova Dashboard”]
By contrast, 85% of Gen Z respondents reported that listening to the radio makes them feel less likely to be judged when tuning in with others, while 77% said radio feels safer or less risky to play in a group setting.
Additionally, eight in 10 consider radio appropriate for “virtually any audience,” including friends, parents, coworkers and children, according to the study.
The idea of “co-listening” is particularly prevalent among Gen Z. Sixty-three percent of respondents in the Gen Z demographic reported listening to radio with others frequently or nearly always, compared to 42% of the overall radio audience.
Their group listening is heavily concentrated in the late afternoon and evening when listeners are gathered together.
And what Gen Z listeners hear on the radio gives them material in their conversations, as 91% said radio gives their social circles something to talk about.
Gen Z respondents also said that they are 68% more likely to view radio as a way to discover new music and content, compared to older generations.
The study was conducted by Critical Mass Media in June among a sample of approximately 1,090 adults, with 46% aged 18–34 and 54% aged 35–64.
iHeartMedia owns approximately 860 U.S. radio stations.
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