A hefty percentage of live radio listeners tune in to the venerable format for music discovery. That discovery comes from British audio research firm MIDiA Research. Putting a finer point on it, it is Gen Z and young Millennials who exhibit the behavior — the cohort is bracketed as 20 to 34 years old. “Radio offers qualities that more modern consumption methods (streaming services) often struggle to replicate,” MIDiA observes.
This info comes from a report titled From reach to resonance: Radio’s new role in music discovery. Full access can be requested HERE.
MIDiA observes that radio’s listening landscape has changed from solely a terrestrial network to a more complex matrix that includes streaming platforms.
