Radio’s human presenters and curated playlists are attracting younger listeners seeking new music, according to research from MIDiA.
The report found that 42% of live radio listeners aged between 20 and 34 tune in for music discovery.
MIDiA Research says younger listeners value context, human curation and the changing nature of live programming, qualities which streaming services and their algorithms can struggle to reproduce.
Across live radio listeners of all ages, half cited free access as the format’s main strength. News, weather and travel updates were selected by 36%, while 32% identified music discovery.
The report also points towards radio’s ability to create a shared experience. Listener calls, messages and live conversations can influence a programme as it happens, while presenters can introduce music beyond someone’s usual listening habits.
Laura Fisher, Audio and Entertainment Analyst at MIDiA Research, said: “Younger generations and music fans are craving scarcity, shared experiences, and human curation. Ironically, one of the oldest forms of music consumption has the opportunity to lead this future: radio.”
Music streaming is now used monthly by 56% of consumers surveyed in the US, UK, Canada and Australia. Radio is used by 53%, with 29% listening specifically to music radio.
MIDiA says radio’s opportunity lies in strengthening the characteristics which distinguish it from streaming, including presenter involvement, live interaction and curated music selection.
The full report: https://www.midiaresearch.com/
Read Laura’s blog post: https://www.midiaresearch.com/
