Important iHeart Analysis – Gen Z Loves Radio

New consumer research from iHeart showed the importance of radio to younger Gen Z audiences.  According to iHeart:

“The study reveals that Gen Z's desire for community and belonging is driving a surprising resurgence in radio engagement, with the medium continuing to serve as a key source of music discovery, social connection and shared cultural experiences for young listeners.”

Among the study's interesting findings, “fear of judgement” among Gen Z youth is shaping their audio choices.  Because they have grown up in the digital age, they have a heightened sensitivity to judgment among their peers.  According to iHeart

“Music may define Gen Z's identity, but radio helps them connect without judgment: For Gen Z, music is far more than entertainment, it's a reflection of personal identity....

Radio offers an alternative.  Rather than putting young listeners in the position of selecting the soundtrack for a group, radio removes that responsibility and the potential criticism that can come with it.”

In addition, Gen Z likes to listen to music with their friends and community.

“Co-listening is a Gen Z behavior, not a legacy one: This co-listening trend is unique to Gen Z. 63 percent listen to radio with others frequently or nearly always, versus 42 percent of all radio listeners — a 50 percent higher likelihood than any other age group.”  

This is an important analysis for all radio stations. We strongly suggest you look at the analysis.

You can see a summary of the study on the iHeart website here.