NEW YORK — No one under 40 listens to the radio.
As iHeartMedia and Critical Mass Media see it, that often-heard refrain is a myth, new data released on Wednesday during an iHeartMedia headquarters event featuring a panel discussion with The Jonas Brothers states.
The fresh consumer research examines Gen Z’s relationship with audio and what the nation’s biggest audio content creator and distributor calls “the surprising resilience of broadcast radio among younger audiences.”
In particular, iHeart and Critical Mass Media find that Gen Z’s desire for community and belonging is driving “a surprising resurgence in radio engagement,” with the medium continuing to serve as a key source of music discovery, social connection and shared cultural experiences for young listeners.
Nielsen ratings may say otherwise, with some of iHeartMedia’s largest Top 40 stations — including KIIS-FM in Los Angeles and WHYI “Y-100.7” in Miami — experiencing historically low audiences due to measurement questions, a soft contemporary hit music period, and consumption of music through streaming and digital media.
Yet, the study cites Nielsen data as saying broadcast radio reaches 90% of teenagers (children ages 13–19) monthly — putting AM/FM ahead of YouTube (75%), TikTok (58%) and “ad-supported” Spotify (26%).
In highlights is the finding, based on Edison “Share of Ear” data, that radio “dominates” Gen Z’s ad-supported audio time at 47%. This outpaces 31% for streaming music and 21% for podcasts.
“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,” said Lainie Fertick, President of Insights for iHeartMedia. “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.”
The research was conducted by Critical Mass Media in June 2026 among a national sample of 1,090 adults — 18-64 Radio Listeners. Demos included 46% of participants aged adults 18-34 and 54% aged adults 35-64.
