Report: Young Adults Drive Radio's Lasting Reach

RADIO ONLINE | Thursday, September 25, 2025 | 1:28pm CT

Katz Radio Group

Katz Radio Group's Insights reports that adults aged 18-34 are setting new standards for how audio fits into their daily lives, blending digital routines, personal identity, and social connection. Despite a wide array of media choices, radio continues to stand out as a reliable, accessible medium that resonates strongly with this generation.

According to the NMI Insights Q1 Report, AM/FM radio reaches nearly nine in ten adults aged 18-34 and captures 45% of daily ad-supported audio listening time. That puts radio ahead of podcasts at 32%, streaming audio at 22%, and satellite radio at 1%. Its broad accessibility across smartphones, cars, smart speakers, and apps makes it an easy fit for commutes, workouts, and social hangouts.

Engaging hosts and air personalities remain central to the appeal, building trust and relatability while turning listening into interactive moments. Local stations also foster community and identity in ways other platforms often cannot match.

For brands, the report highlights that connecting with young listeners requires more than traditional advertising. Creativity, authenticity, and multi-channel strategies are key, and AM/FM radio continues to deliver through influencer partnerships, interactive media, and trend-driven content.

Katz concludes that radio's blend of accessibility, connection, and community makes it a powerful platform for engaging young adults in today's crowded media landscape.

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