Research Shows Radio Has ‘Staying Power’ With Young Adults.

With so much focus on radio’s older audience, the medium’s many strong points with younger listeners, based on various research sources, are also worth noting. Citing these sources, Katz Radio Group delves into how this listening segment is reshaping engagement with radio and other audio media. 

“Young adults are creating new standards for how sound fits into their lives, digital routines, and personal identities,” Katz says in its “Sound Answers” blog. “This audience demands audio that’s relevant, authentic and available wherever they are. In an era packed with media choices, today’s young adults turn down the noise and tune in to what matters, making it essential for brands to understand their evolving habits.”

Working in younger listeners’ favor is radio’s accessibility via smartphones, car stereos, smart speakers and apps. Radio reaches nearly nine in 10 adults age 18-34, according to NMI Insights’ Q1 Report, and has a 45% share of daily listening time, ahead of all ad-supported audio, based on results from Edison Research’s Q2 2025 “Share of Ear” report.

“That consistency underscores radio’s staying power with this generation,” Katz’s report says. “Radio remains a reliable companion, keeping young adults connected to music, news, and culture anytime, anywhere.” 

What draws younger audiences to radio is its greater connection to them vs. digital audio, especially given its local focus. Katz notes the findings from Jacobs Media’s Techsurvey 2025, showing that 49% of Gen Zs (age 13-28) feel a greater connection to local radio vs. other audio, while 55% strongly agree that radio’s local feel is a key advantage, and 55% listen because they like DJs, shows or hosts.

“Radio offers what many digital platforms can’t: personal connection, inspiration, and a sense of belonging,” the report says. “Through compelling music, relatable voices, and local stories, radio meets emotional needs. Local AM/FM radio stations and personalities embody the sense of connection and relatability young adults crave, and extend them on-air, online, and in real life.”

How can brands using radio reach this audience most effectively? “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,” Katz’s report says. “With AM/FM radio, brands can tap into influencer partnerships, interactive media, and content built around emerging trends.”