{"id":101614,"date":"2025-10-03T19:05:13","date_gmt":"2025-10-03T19:05:13","guid":{"rendered":"https:\/\/www.europesays.com\/ie\/101614\/"},"modified":"2025-10-03T19:05:13","modified_gmt":"2025-10-03T19:05:13","slug":"research-shows-radio-has-staying-power-with-young-adults-story","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/ie\/101614\/","title":{"rendered":"Research Shows Radio Has \u2018Staying Power\u2019 With Young Adults. | Story"},"content":{"rendered":"<p>With so much focus on radio\u2019s older audience, the medium\u2019s 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.<\/p>\n<p>\u201cYoung adults are creating new standards for how sound fits into their lives, digital routines, and personal identities,\u201d Katz says in its <a href=\"https:\/\/insights.katzradiogroup.com\/katz-radio-group-sound-answers-115-how-young-adults-redefine-audio\" target=\"_Blank\" rel=\"nofollow noopener\">\u201cSound Answers\u201d blog<\/a>. \u201cThis audience demands audio that\u2019s relevant, authentic and available wherever they are. In an era packed with media choices, today\u2019s young adults turn down the noise and tune in to what matters, making it essential for brands to understand their evolving habits.\u201d<\/p>\n<p>Working in younger listeners\u2019 favor is radio\u2019s accessibility via smartphones, car stereos, smart speakers and apps. Radio reaches nearly nine in 10 adults age 18-34, according to NMI Insights\u2019 Q1 Report, and has a 45% share of daily listening time, ahead of all ad-supported audio, based on results from Edison Research\u2019s Q2 2025 \u201cShare of Ear\u201d report.<\/p>\n<p>\u201cThat consistency underscores radio\u2019s staying power with this generation,\u201d Katz\u2019s report says. \u201cRadio remains a reliable companion, keeping young adults connected to music, news, and culture anytime, anywhere.\u201d<\/p>\n<p>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\u2019s 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\u2019s local feel is a key advantage, and 55% listen because they like DJs, shows or hosts.<\/p>\n<p>\u201cRadio offers what many digital platforms can\u2019t: personal connection, inspiration, and a sense of belonging,\u201d the report says. \u201cThrough 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.\u201d<\/p>\n<p>How can brands using radio reach this audience most effectively? \u201cConnecting with today\u2019s young listeners takes more than traditional ads: it requires creativity, authenticity, and multi-channel strategies \u2013 and radio delivers on all fronts,\u201d Katz\u2019s report says. \u201cWith AM\/FM radio, brands can tap into influencer partnerships, interactive media, and content built around emerging trends.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"With so much focus on radio\u2019s older audience, the medium\u2019s many strong points with younger listeners, based on&hellip;\n","protected":false},"author":2,"featured_media":101615,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[264],"tags":[18,117,6282,19,17,337,5],"class_list":{"0":"post-101614","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-music","8":"tag-eire","9":"tag-entertainment","10":"tag-free","11":"tag-ie","12":"tag-ireland","13":"tag-music","14":"tag-news"},"share_on_mastodon":{"url":"","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts\/101614","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/comments?post=101614"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts\/101614\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/media\/101615"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/media?parent=101614"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/categories?post=101614"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/tags?post=101614"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}