iHeartMedia Study Reveals Gen Z's Unexpected Radio Resurgence
Event summary
- iHeartMedia released a Gen Z consumer study in August 2026, revealing that 90% of teenagers (13–19) engage with broadcast radio monthly, outpacing digital platforms like YouTube and TikTok.
- Radio dominates Gen Z's ad-supported audio time with 47%, according to Edison Share of Ear, surpassing streaming music (31%) and podcasts (21%).
- The study highlights that 85% of Gen Z respondents feel less judged when listening to radio with others, making it a preferred group activity.
- 80% of Gen Z listeners discuss what they hear on the radio, leading to increased brand awareness and product searches.
The big picture
The study challenges the assumption that Gen Z prefers solely on-demand, personalized content, highlighting radio's role as a judgment-free, community-driven platform. This positions iHeartMedia to capitalize on Gen Z's growing purchasing power by offering brands a unique opportunity to engage with this demographic in shared, trusted environments. The findings underscore the enduring value of broadcast radio in an increasingly digital media landscape.
What we're watching
- Market Positioning
- How iHeartMedia will leverage these insights to strengthen its advertising offerings for Gen Z audiences.
- Competitive Dynamics
- Whether streaming platforms can adapt to the co-listening trend to compete with radio's dominance among younger listeners.
- Content Strategy
- The pace at which iHeartMedia integrates community-driven content into its programming to sustain Gen Z engagement.