Small Business Spotlight: Capitalizing on Radio’s Renewed Appeal with Gen Z
Audio consumption among Gen Z reveals a complex, multifaceted relationship that continues to embrace traditional radio. Recent data from Edison Research demonstrates that while streaming dominates, broadcast radio maintains significant relevance, particularly when Gen Z seeks emotional connection, mood enhancement, and genuine experiences. This trend extends to gen z podcasts as well, highlighting the diverse audio landscape for this demographic.
The comprehensive Gen Z Audio Report by Edison Research, conducted with SiriusXM, examined over 2,000 respondents between 13-24 years old during Q4 2024, with results adjusted to match US demographic patterns for this age group. The study provides valuable insights into Gen Z’s audio listening time and preferences.
Key findings
- Gen Z consumes audio content for approximately 4 hours and 10 minutes daily, showcasing substantial audio listening time across various platforms.
- Traditional AM/FM radio captures 16% of their total listening time, ranking third after streaming music (42%) and YouTube (20%), outperforming both podcasts and SiriusXM combined.
- Though AM/FM radio isn’t the primary audio platform for Gen Z, an unexpected trend emerges: AM/FM radio serves as the primary music discovery platform for 10% of teens aged 13-17. This percentage significantly exceeds the 4% reported by 18-24 year olds, indicating growing radio influence among younger listeners.
- An overwhelming 86% report mood improvement through music or podcasts, 67% use audio as an escape mechanism, and 61% credit audio with enhancing their mental wellbeing.
- Hip-Hop/Rap dominates Gen Z’s choices at 63%, followed by Pop (48%), R&B (38%), and Country (33%).
- While social platforms increasingly influence music discovery among older Gen Z members, younger teenagers still primarily rely on family and peer recommendations for new music.
Recent advertising research indicates Gen Z responds most positively to audio advertisements featuring familiar music or humorous content. Authenticity and inspirational messaging both resonate strongly at 42%. Creative and distinctive content appeals to 36% of listeners. Corporate values and celebrity endorsements attract 31%, while emotional content (23%) and diverse viewpoints (22%) complete Gen Z’s advertising engagement factors.
This Edison Research Gen Z Audio Report not only offers compelling insights for large broadcasters but also for small businesses looking to effectively reach younger consumers through radio advertising and gen z podcasts.
Why Gen Z on Radio Matters for Your Small Business:
- Music Discovery and Influence: The report’s standout finding is that 10% of 13-17-year-olds use AM/FM radio as their primary source for discovering new music. This is a crucial insight for businesses targeting younger demographics. If your products or services appeal to this age group, radio spots can effectively place your brand alongside their music discovery journey, creating a memorable association.
- Authenticity and Trust: In an age of digital noise, radio often provides a sense of authenticity and local connection that can be hard to replicate elsewhere. Gen Z values genuine interactions and community. Small businesses, with their inherent local roots and community involvement, can leverage radio to convey trustworthiness and build rapport with listeners.
- Beyond Just Sales – Building Connection: The report highlights that audio, including radio and gen z podcasts, serves as “therapy, companionship, and community” for Gen Z. This suggests that radio advertising can go beyond direct sales pitches. Small businesses can use radio spots to convey their brand’s values, participate in community events, or offer helpful information, thereby building a deeper emotional connection with listeners that can lead to long-term loyalty.
- Reaching “Earbud and Dashboard” Listeners: Despite popular belief, Gen Z is listening to radio on various devices, not just in cars. This means your message is reaching them during their daily routines, whether they’re commuting, studying, or working, contributing to their overall audio listening time.
Practical Tips for Small Businesses on Radio:
- Craft Engaging Ads: Gen Z is accustomed to fast-paced content. Your radio ads should be concise, creative, and memorable. Consider using relatable language, humor, or music that appeals to younger listeners.
- Focus on Benefits, Not Just Features: Instead of listing product features, highlight how your business solves a problem or enhances the lives of your customers. Emphasize the emotional benefits or the sense of community your business provides.
- Integrate with Digital: Encourage listeners to visit your website, social media, or a specific landing page mentioned in the ad. Use unique promo codes or URLs for radio listeners to track effectiveness.
- Consider Sponsorships or Live Reads: Beyond traditional spots, explore opportunities for live reads by popular DJs or sponsoring local segments that align with Gen Z interests. This can add a layer of authenticity and direct endorsement.
The Edison Research report serves as a powerful reminder that radio continues to be a viable and valuable advertising channel. For small businesses, understanding Gen Z’s unique relationship with this traditional medium, including their audio listening time and engagement with gen z podcasts, can unlock new avenues for growth and sustained engagement in the local market.