Analysis Finds Gen Z’s Audio Habits Aren’t As On-Demand As You Might Think.

Podcasting may be one of Gen Z’s native media formats, but new research from iHeartMedia suggests it isn’t the only ad-supported audio medium that younger are tuning into — including one option whose introduction predates them by generations.

Citing Edison Research’s Share of Ear, iHeart says broadcast radio accounts for 47% of Gen Z’s ad-supported audio time vs. 31% for streaming music and 21% for podcasts. The findings offer another measure of where podcasting sits in the increasingly competitive battle for younger ears.

The research, conducted by Critical Mass Media, suggests Gen Z appears particularly drawn to audio experiences that can be shared with others rather than consumed individually. That’s a strength iHeart argues radio has over more personalized forms of audio. Nearly two-thirds (63%) of Gen Z radio listeners say they frequently or nearly always listen with others vs. 42% of radio listeners overall. Gen Z also over-indexes on listening with friends, parents and siblings.

“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,” says Lainie Fertick, iHeartMedia President of Insights.

The findings point to an interesting tension for podcast publishers. On-demand audio offers the personalization and niche content that have helped drive podcast growth, but iHeart’s research suggests Gen Z also places value on experiences that do not require them to make a choice — especially when other people are listening.

Music illustrates the issue. Nearly all Gen Z respondents (96%) say the music they choose says something about who they are, while 68% update their playlists daily or weekly. Yet seven in 10 respondents worry about being judged for what they play.

Radio removes some of that pressure because someone else is making the selection. The data shows 85% say they feel less likely to be judged when listening to radio with others, while 77% say radio feels safer or less risky to play in a group. Eighty-four percent default to radio when riding in a car with others.

That shared listening also appears to extend the impact of what audiences hear. Eight in 10 Gen Z respondents say they like talking about things they hear on the radio, including songs, artists, news, personalities and advertising. Nine in 10 say hearing radio together sparks conversation afterward, while six in 10 say mentioning a song, artist, brand or product aloud makes them more likely to search for additional information.

For podcasting, the findings could point to an opportunity as much as a competitive challenge. As podcasts increasingly expand onto YouTube, social platforms and other channels, the industry has been looking beyond the traditional one-listener-with-headphones model and toward formats capable of creating broader cultural moments and communities around shows. The iHeart data suggests Gen Z’s appetite for that type of shared experience is significant.

“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,” iHeart Chief Business Officer Lisa Coffey says. “Radio reaches Gen Z at scale in trusted, shared environments where discovery happens collectively and conversations happen naturally.”

The Critical Mass Media research was conducted in June among a national sample of 1,090 adult radio listeners 18-64, with 46% of respondents ages 18-34 and 54% ages 35-64. iHeart presented the findings on Wednesday during a panel discussion at its New York headquarters.