Radio’s Future Accelerates: Music Executives Must Adapt to Shifting Listening Habits and Demographics

In 2021, Zach Top made his debut with the single “Sounds Like the Radio,” evoking nostalgia for the 1990s. At that time, over 90% of American adults relied on clock radios to start their day, with factory-installed CD players as the primary competition for in-car listening. Fast forward to today, and the landscape for traditional radio has dramatically shifted.

Changing Listening Habits

Recent findings from Jacobs Media’s 22nd annual TechSurvey 2026 reveal that over 80% of the population now uses smartphones as alarm clocks, and more than 25% of listeners do not own a single AM/FM radio. The survey highlights a significant transformation in how audiences engage with audio content, particularly during commutes, where options like satellite radio, audiobooks, and streaming apps have proliferated.

The TechSurvey, presented in an April 24 webinar, indicates that even the most dedicated radio fans are increasingly tuning in through devices other than traditional AM/FM radios. Listening to artists like Zach Top, Morgan Wallen, or Ella Langley is becoming a different experience on these platforms. This shift raises critical questions about how radio programmers will adapt their strategies to align with changing consumer behaviors.

Fred Jacobs, president and founder of Jacobs Media, describes this challenge as a “holy-grail question” for the industry. The survey reveals that while super-users still listen to their favorite AM/FM stations 54% of the time on traditional radios, they access those stations through alternative sources 44% of the time. This 10% gap is significantly narrower than the 71% difference noted in 2013, suggesting a trend where competing devices could surpass traditional radio listening within the next two to three years.

The Impact of Technology on Engagement

The features of modern devices and the environments in which they are used significantly influence listener engagement. During rush hour, when most radio listening occurs, preset buttons allow commuters to switch stations quickly. To capture attention during these brief commutes, programmers strive to deliver engaging content that maximizes audience retention.

Conversely, listeners at home or work are less likely to change the channel, often using the radio as background noise. In these settings, programmers benefit from providing steady, reliable content that encourages prolonged engagement.

Jacobs Media’s findings underscore the necessity for radio decision-makers to balance audience size with time spent listening. As listeners increasingly gravitate toward alternative platforms, radio executives may need to adjust playlist sizes, commercial break durations, and the frequency of disc jockey conversations to maintain relevance.

Demographic Challenges

The average age of the current P1 listener stands at 58.4 years, with the country music format averaging slightly younger at 57.1. This increase in average listener age signals that radio stations are struggling to cultivate younger superfans to replace their aging audience. Jacobs describes this situation as an “epic fail,” noting that broadcasters have focused heavily on the 25-54 demographic while neglecting both older and younger listeners.

He emphasizes that the industry has not invested adequately in engaging individuals under 25, who were once integral to radio’s success. The extreme demographics—listeners under 25 and over 55—represent a potential key to radio’s future, but they present unique challenges due to differing engagement profiles.

Older listeners, many of whom are retired and commuting less, are increasingly tuning in via smart speakers and computers, often for longer durations. In contrast, younger audiences, shaped by smartphone usage, tend to engage in shorter listening sessions, necessitating a different programming approach.

Future Opportunities

Despite these challenges, Jacobs identifies a potential source of optimism in the rise of smart TVs. Although currently used by only 2% of radio’s most dedicated consumers, smart TVs are particularly popular among Gen Z. This emerging technology could provide a pathway for stations to cultivate younger audiences.

To adapt, Jacobs suggests that radio stations should cater to both the aging audience, likely to engage for longer periods, and the younger demographic, who may discover radio through smart TVs. He also notes that changes in media ownership regulations could allow radio chains to operate stations targeting different age groups, such as one station focused on listeners aged 55 and older and another aimed at those aged 12-24.

Jacobs emphasizes the need for broadcasters to consider both demographics simultaneously to navigate the evolving landscape effectively.

For more insights on the future of radio, as reported by Billboard.

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Published on 2026-05-08 20:22:00 • By FAME Delivered News Desk