Beyond the Dial: Audio’s Lasting Impact with Younger Consumers

Hear this: In a world of endless screens, younger audiences (Millenials/Gen Z) are finding connection through sound. As a proud member of the ‘Elder Millennial’ club and as someone who works in the media space, I feel well qualified to speak on the matter of how the younger generations consume audio content.

And while we may admittedly scroll endlessly, when it comes time to listen, we are still pressing play on audio – and not just via our streaming audio apps, but local radio too! Yes, you read that right – that old reliable tactic referred to as AM/FM Radio.

Many may assume younger people are moving away from radio in the current technology climate, but the data tells a different story: radio is still relevant.

Radio’s Reach with Younger Audiences

As Katz Audio Group recently noted, “Radio’s unmatched accessibility is a key advantage for young adults.” With car stereos, smart speakers, and smart phones, (among other devices), we are no longer bound to the radio dial. Audio is available wherever we are. And we are listening.

In Edison’s most recent Share of Ear Report (Q2 2025), the data reports that AM/FM radio leads ad-supported audio across all major demographics, including Persons 18-34 who spend 45% of their time with ad-supported audio (above Podcasts at 32%, Streaming Audio at 22%, and Satellite Radio at 1%).

Why Local Radio Resonates

So, why are we still tuned in? What makes audio, and radio specifically, resonant?

Katz Audio Group reported it well: “Radio offers what many digital platforms can’t: personal connection, inspiration and a sense of belonging.” Local radio offers local flavor. There is an emotional and relational connection between local and familiar DJs and their listeners.

If you can think of the name of even just one DJ host in your town or city, then you know what I’m talking about. These local hosts and DJs provide authenticity and human connection in a growing world of artificial intelligence. They share real stories and experiences that listeners connect with -- naturally.

Creative Opportunities for Advertisers

Partnering with broadcast radio stations also offers unique creative approaches for advertisers. With AM/FM radio, you can layer in host-read or influencer-style commercials rather than solely relying on traditional recorded spots. This approach allows agencies and advertisers to ensure greater creative relevance – better matching the habits and routines of the younger generations through customized scripts and copy points for hosts.

Not to mention the collaborative nature that radio stations can offer with call-ins, radio interviews, social media tie-ins, and local event partnerships. You’ll be hard pressed to find another tactic that delivers as much quality added value as AM/FM Radio.

Why Radio Still Deserves a Spot in the Media Mix

The fact is that radio is far from being obsolete for younger generations and audiences. In fact, it offers unique advantages that many other tactics cannot replicate – namely that local feel, trust and consistency.

If you want to reach younger audiences, don’t sleep on radio in your marketing strategy. Incorporate audio into your media mix, ideally leaning on a blend of local radio and streaming audio tactics. Find opportunities to add more authentic, conversational host-driven content. And include live and interactive experiences when you can to really optimize audio’s impact.

As an expert media buying agency, we often can look ahead to new innovations and platforms that will become the next big thing in advertising – but sometimes, the most effective tactics are the ones that have stood the test of time. In a media landscape defined by constant change, local radio remains refreshingly steady – and surprisingly relevant to the younger generations of listeners.