iHeartMedia: Gen Z Driving Resurgence in Radio Engagement

iHeartMedia releases the results of a study by its Critical Mass Media that looks at Gen Z’z relationship with audio and says the data indicates there’s a “surprising resilience of broadcast radio among younger audiences” that is based on the cohort’s “desire for community and belonging.”  iHeartMedia president of insights Lainie Fertick says, “While Gen Z is conventionally thought to want everything on-demand and tailored to their needs, the data shows that teenagers are gravitating to the safety and anonymity of radio to create community. In a world where young people often feel pressure to curate how they present themselves online, radio offers a shared experience where identity isn’t being evaluated and personal taste isn’t on trial.”