Don’t think “Gen Z” listens to the radio? They do, new findings from Edison Research’s Share of Ear study show.
In fact, a majority of persons between the ages of 13 and 24 listen to AM and FM radio daily.
And, they are doing so on a variety of devices — including a radio in their vehicle of choice.
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Audio consumers in “Gen Z” prefer listening to AM and FM radio broadcasts on their smartphones.
It’s hardly a surprise, as this generation has grown up with the devices, Edison points out.
But, how about that reach?
AM/FM radio’s reach among Gen Z is high — at 55%, the Edison Research study shows.
That’s just past the reach of streaming, at 53%.
Megan Vartan, Director of Research at Edison Research, and Jayne Charneski, founder of Front Row Insights & Strategy, presented the findings Thursday during a “
“Perhaps fact that Gen Z listens to any AM/FM radio surprises you,” Vartan said. “Many people believe that no young people ever listen to the radio any more. This is simply not true. Especially when they are in their cars, but even in other places – young people do listen to the radio.”
Of course, the devil is in the details.
Gen Z listeners spend 50% less of their total share of time listening to AM/FM radio than the average 13+ population.
Translation: Even though 55% of Gen Zers are reached by radio daily, they spend less time with radio when they tune in.
Further, Gen Z listens to AM/FM Radio most when they are in the car. And, less than half of the time spent listening to audio in the car among 13-24 year-olds is to AM/FM radio — falling behind streaming audio, YouTube, and other sources on a combined basis.
What are some of the other key findings?
- Gen Z listeners spend 58% more of their total share of time listening to streaming audio than the average 13+ population. Their share of YouTube listening, which is surveyed only for music and music videos, is 98% higher than the average 13+ population.
- Despite Gen Z’s love for streaming and for their smartphones, 89% of their listening to AM/FM radio is done through a traditional radio receiver. Eleven percent of Gen Z’s AM/FM radio listening is going to the streams. Even among this young, digital-first demographic, they are simply not listening in big numbers to radio streams.
This, of course, begs the following question: If Gen Z listeners are much more likely to listen to audio on a smartphone than a traditional device, why is nearly 90% of their listening done through a traditional radio receiver — likely in a vehicle they may not be driving, leading one to believe an adult family member is controlling the radio, too?
The question is not directly answered, as Edison insteads offers an array of pro-industry qualitative findings among the Gen Z study respondents. But, radio listening is also easier, an Edison representative shares with RBR+TVBR.
And, the biggest takeaway is that AM/FM consumption is still greater than streaming audio consumption on a national basis.
Share of Ear is based on a national sample of 4,000 individuals in the U.S. age 13+, updated in the first quarter. This study does not include Share of Ear data collected during COVID-19 restrictions. The survey was offered offline and online, and offered in English and Spanish. Qualitative interviews were conducted by Front Row Insights & Strategy.
One can record no audio listening to Radio to become a study respondent.
Download Radio’s Roadmap to Gen Z Listening here.
