Broadcast radio still reaches more teens monthly than YouTube, TikTok, or Spotify, and now New iHeartMedia research finds young listeners appreciate the medium because it offers a way to enjoy music without fear of embarrassment, especially when listening with friends.
The research, conducted through Critical Mass Media for iHeart, examined Gen Z’s relationship with audio and found that radio continues to hold a strong position with younger listeners.
According to Nielsen, broadcast radio reaches 90% of teenagers ages 13 to 19 each month, ahead of YouTube at 75%, TikTok at 58%, and ad-supported Spotify at 26%. Radio also accounts for 47% of Gen Z’s ad-supported audio time, compared with 31% for streaming music and 21% for podcasts, according to Edison Research’s Share of Ear.
The study connects radio’s appeal to a broader concern among young people about being judged online. Forty percent of Gen Z respondents said they have decided not to post something they cared about on social media because they feared peers would use it against them, while 44% said they have cut back on social media use. Seven in 10 said they worry about being judged for the music they play, more than twice the rate among listeners 35 and older.
Radio appears to offer a break from that pressure. 85% of Gen Z respondents said they feel less likely to be judged when listening to radio with others, while 84% said they default to radio when riding in a car with other people. The desire for a shared experience is particularly pronounced. Sixty-three percent said they frequently or nearly always listen to radio with others, compared with 42% of radio listeners overall.
The group setting also creates opportunities for conversation and music discovery. Ninety-one percent of Gen Z respondents said radio gives their social circles something to talk about, while 68% said they are more likely than older generations to view radio as a way to discover new music.
iHeartMedia President of Insights Lainie Fertick said, “While Gen Z is conventionally thought to want everything on-demand and tailored to their needs, the data shows that teenagers are gravitating to the safety and anonymity of radio to create community. In a world where young people often feel pressure to curate how they present themselves online, radio offers a shared experience where identity isn’t being evaluated and personal taste isn’t on trial.”
iHeart Chief Business Officer Lisa Coffey said, “As Gen Z’s purchasing power continues to grow, marketers need to understand not just where they can reach this audience, but how influence happens. Radio reaches Gen Z at scale in trusted, shared environments where discovery happens collectively and conversations happen naturally, giving brands a unique opportunity to become part of the cultural moment and drive meaningful engagement.”
