TikTok didn’t kill the radio star.
With a myriad of new ways to consume content, it may seem as though listening to radio is something for older generations — but it’s never been more popular.
Gen Z loves making old things new again — ditching iPhones for flip phones, bringing back digital cameras, using iPod Minis as hair clips, buying out “vintage” iPods from 2007 and using corded landline phones.
Now, they’re turning the radio up.
Over 50 million people are listening to the radio every week as of 2024, the highest listening numbers in two decades — and many of them are Zoomers, The Standard reports.
Statistics from Nielsen revealed that 78% of Gen Z listens to traditional radio, and statistics from British company Roberts show that radio is more popular with Gen Z than TV as they can listen while they scroll.
Stations such as BBC Radio 1 have made the Gen Z audience a priority by featuring young presenters, tailored listening experiences, and playing music from up-and-coming artists that are on the younger audience’s radar.
The report from Roberts showed that Zoomers watch just 20 minutes of TV per day on average.
And the small screen isn’t just being watched less by Gen Z — the number of people watching traditional television in general is on the decline.
Last year, only 48% of 16-24 year olds watched TV in an average week, marking the first time the numbers have dropped below 50%.
The radio revival comes as Gen Z is also moving away from streaming and purchasing more vinyl records and cassette tapes.
Sales and popularity of vinyls have increased in recent years as young music lovers flock to buy vinyls from fan-favorite artists such as Taylor Swift and Beyoncé.
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