New research indicates that radio continues to hold significant appeal for young adults, despite the wide array of digital audio options available. This segment of listeners, aged 18-34, engages with radio through various platforms, including smartphones and smart speakers, highlighting the medium's adaptability and enduring relevance in their daily lives.
Key Takeaways
- Radio reaches nearly 9 out of 10 young adults aged 18-34.
- It accounts for 45% of daily listening time among this demographic.
- Young adults value radio's local focus and personal connection.
- Brands can engage this audience through creative, multi-channel strategies.
Radio's Broad Reach and Consistent Engagement
Radio's presence among younger audiences is substantial. According to NMI Insights' Q1 Report, almost nine in 10 adults aged 18-34 listen to radio. This high reach demonstrates radio's continued ability to capture the attention of a demographic often thought to be solely focused on digital platforms.
Furthermore, Edison Research's Q2 2025 "Share of Ear" report reveals that radio commands a significant portion of daily listening. Young adults dedicate 45% of their daily audio listening time to radio. This figure places radio ahead of all other ad-supported audio formats for this age group.
Listening Habits
Young adults use multiple devices to access radio. These include smartphones, car stereos, smart speakers, and dedicated apps. This accessibility is a key factor in radio's sustained popularity.
Katz Radio Group, in its "Sound Answers" blog, emphasizes this consistency. "That consistency underscores radio's staying power with this generation," the report states. "Radio remains a reliable companion, keeping young adults connected to music, news, and culture anytime, anywhere."
The Importance of Local Connection and Authenticity
A significant draw for younger listeners is radio's strong connection to local communities. This aspect often sets it apart from many digital audio alternatives. Jacobs Media's Techsurvey 2025 provides clear evidence of this preference.
The survey found that 49% of Gen Z listeners (aged 13-28) feel a greater connection to local radio compared to other audio sources. This highlights a desire for content that reflects their immediate environment and experiences.
"Radio offers what many digital platforms can't: personal connection, inspiration, and a sense of belonging," the Katz report explains. "Through compelling music, relatable voices, and local stories, radio meets emotional needs."
Beyond local content, the personalities on air also play a crucial role. Approximately 55% of Gen Z listeners strongly agree that radio's local feel is a key advantage. The same percentage listens because they enjoy the DJs, shows, or hosts.
Evolving Audio Landscape
Young adults are defining new ways for audio to fit into their lives. They seek content that is relevant, authentic, and available on demand. In a crowded media environment, they prioritize audio that truly matters to them.
Local AM/FM radio stations and their personalities embody this sense of connection. They extend their presence beyond traditional broadcasts, engaging with audiences online and through real-life events.
Effective Brand Engagement Strategies
For brands looking to reach this younger demographic, traditional advertising methods may not be enough. The Katz report suggests a need for innovative and authentic approaches.
"Connecting with today's young listeners takes more than traditional ads: it requires creativity, authenticity, and multi-channel strategies – and radio delivers on all fronts," the report states.
- Influencer Partnerships: Collaborating with popular radio personalities can create genuine connections.
- Interactive Media: Engaging listeners through contests, call-ins, and social media integration.
- Content Around Emerging Trends: Developing content that aligns with current cultural phenomena and interests of young adults.
By using AM/FM radio, brands can tap into these strategies. This allows them to build more meaningful relationships with young consumers. The platform's ability to combine local relevance with broad reach makes it a valuable tool for modern marketing efforts.
The research confirms that radio is not just surviving but thriving among young adults. Its blend of accessibility, local focus, and personal connection ensures its continued relevance in a dynamic media landscape. Brands that understand and adapt to these preferences will be well-positioned for success.
