New iHeartMedia Study Finds Radio Remains Strong With Gen Z.

iHeartMedia says new consumer research challenges the perception that Gen Z is abandoning broadcast radio in favor of personalized, on-demand audio.

The study, conducted through Critical Mass Media, examines how younger listeners use audio and finds that radio continues to play a significant role in music discovery, social connection, and shared cultural experiences.

According to Nielsen data cited by iHeartMedia, broadcast radio reaches 90% of teenagers 13-19 monthly vs. 75% for YouTube, 58% for TikTok and 26% for ad-supported Spotify. Edison Research’s Share of Ear data shows radio also accounts for 47% of Gen Z’s ad-supported audio time vs. 31% for streaming music and 21% for podcasts.

“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,” said Lainie Fertick, President of Insights for iHeartMedia. “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.”

The study found that 40% of Gen Z respondents have decided not to post something on social media because they worried peers might use it to embarrass them. Another 44% said they have reduced their social media use, while 43% of teens reported feeling pressure to post only content that makes them look good to others.

That pressure also extends to music. Ninety-six percent of Gen Z listeners said their music choices say something about who they are, while 68% update their playlists daily or weekly. Seven in 10 said they worry about being judged for what they play, more than twice the rate among listeners 35 and older.

Radio can remove some of that pressure, according to the research. Eighty-five percent of Gen Z respondents said they feel less likely to be judged when listening to radio with others, while 77% said radio feels safer or less risky to play in a group setting. Eight in 10 consider radio appropriate for virtually any audience, including friends, parents, coworkers and children.

Eighty-four percent said they default to radio when riding in a car with others, while 60% said it is simply easier to enjoy as a group. Sixty-three percent said they frequently or nearly always listen to radio with others vs. 42% of all radio listeners.

Gen Z also over-indexes on co-listening with friends, parents and siblings. The research found 59% listen with friends and 59% with parents vs. 36% and 14%, respectively, among all listeners. Thirty-nine percent listen with siblings vs. 13% overall.

Unlike older listeners, whose co-listening is often concentrated in the morning, Gen Z’s shared radio listening is more prevalent in the late afternoon and evening. The car is the most common setting, cited by 93% of respondents, followed by running errands at 61%, road trips at 57% and commuting at 54%.

That shared listening also appears to translate into conversation. Eighty percent of Gen Z respondents said they like talking with others about what they hear on the radio, including songs, artists, news, personalities, content and advertising. Ninety-one percent said radio gives their social circles something to talk about, while 90% said hearing something together sparks conversation afterward.

Six in 10 said mentioning a song, artist, brand or product out loud makes them more likely to search for additional information about it. The study also found Gen Z is 68% more likely than older generations to view radio as a way to discover new music and content.

“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,” said Lisa Coffey, Chief Business Officer for iHeartMedia. “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.”

Fertick presented the findings Aug. 19 at iHeartMedia’s New York headquarters during a panel discussion featuring the Jonas Brothers.

The research was conducted by Critical Mass Media in June among a national sample of 1,090 adults 18-64 who listen to radio. The sample included 46% ages 18-34 and 54% ages 35-64.