iHeartMedia research shows high radio engagement among Gen Z

New research from iHeartMedia and Critical Mass Media indicates that broadcast radio maintains a significant presence among Gen Z audiences. According to Nielsen data cited in the study, broadcast radio reaches 90 percent of teenagers (ages 13–19) monthly, surpassing YouTube at 75 percent, TikTok at 58 percent, and ad-supported Spotify at 26 percent.

Edison Research’s Share of Ear data shows that Gen Z allocates 47 percent of its ad-supported audio time to radio, which exceeds the time spent on streaming music (31 percent) and podcasts (21 percent).

The study suggests that a desire for community and a fear of social judgment drive this engagement. Approximately 40 percent of Gen Z respondents reported refraining from posting on social media due to concerns about peer embarrassment. In contrast, 85 percent of respondents stated that listening to the radio makes them feel less likely to be judged when tuning in with others, and 77 percent described radio as a safer or less risky medium for group settings.