Radio Remains King of the Road in Connected Car Era

RADIO ONLINE | Wednesday, May 21, 2025 | 2:30pm CT

Audacy

Despite the influx of high-tech infotainment systems and AI-enhanced dashboards, local AM/FM radio remains the go-to companion for American drivers, according to a new study from Audacy. The report, "Audio Access: What Drivers Value Most in Next-Gen Vehicles," marks the fifth wave of Audacy's Connected Car research, tracking consumer behavior from 2021 to 2025.

The study highlights that while in-car technology has grown more sophisticated, drivers still place the highest value on audio -- particularly local radio -- for news, entertainment, and connection.

Radio's Human Touch Still Resonates

Nine in ten listeners turn to local radio for breaking news -- outpacing social media and smartphone apps. "Radio delivers what apps and algorithms can't - a real human connection," the study says. "These hosts are part of your community. They battle the same clogged highways, root for hometown teams, and wonder if they need to pack their umbrella."

That connection is vital to drivers. A striking 89% of connected car users say they want to hear from their favorite local stations and personalities while behind the wheel.

And they're getting just that -- often via apps like Audacy's, with 44% of drivers now tuning in through radio apps, extending station reach beyond geographic boundaries. Whether it's WFAN in Los Angeles or WXRT from a Miami beach, radio's accessibility is more robust than ever.

Infotainment Tech Powers Radio's Reach

Advanced dashboard technology is enhancing the in-car listening experience. Seven in ten drivers rank audio as the most-used dashboard feature -- beating navigation and phone calls. Drivers now expect a seamless listening journey across locations and devices.

However, simplicity remains key. As automakers experimented with oversized touchscreens, driver frustration grew. Today, 75% of drivers prioritize ease of use, such as tapping a button or screen over complex menus.

Looking ahead, 47% of drivers say hands-free driving will give them more time to enjoy radio and podcasts -- up sharply from just a year ago.

AI and Voice Controls Shape the Future

AI features are gaining momentum, especially among heavy audio users. Eight in ten drivers want voice-controlled audio in their next vehicle, citing improved safety and convenience.

Biometric integrations are also on the horizon. Future systems may detect driver fatigue and automatically suggest alerting audio content -- or deliver breaking traffic updates at just the right time.

And personalization isn't just in the car. Nearly all AI-intending drivers (93%) expect podcasts to seamlessly transition from one device to another, and 73% want the same for radio.

Implications for Advertisers

For brands, the evolving dashboard presents new opportunities. When a radio ad plays, it can be paired with a visual logo or tailored to a listener's location.

Audacy outlines three key takeaways for advertisers:

1. Embrace personalization - leverage AI and connected systems to deliver relevant, timely messages.
2. Ensure seamlessness - maintain consistency across devices for stronger engagement.
3. Lean into radio's influence - local radio's trust and loyalty remain unmatched in the car.

As the dashboard evolves, radio's voice remains essential. In an era of algorithm-driven media, it's still the familiar host in the passenger seat -- keeping drivers informed, entertained, and connected.