Radio in upheaval: How Gen Z is revolutionizing the audio landscape
At Swiss Radio Day 2024, American audio expert Steven Goldstein caused quite a stir. In his presentation, he outlined how the younger generation is changing the medium of radio and why it is high time for the industry to develop innovative formats.
Swiss Radio Day 2024, the largest gathering of the Swiss radio industry, was all about transformation. The traditional radio landscape is under enormous pressure, particularly due to the media consumption habits of Generation Z. Steven Goldstein, CEO of Amplifi Media and a renowned audio strategist, who joined the event via videoconference, made it impressively clear in his presentation that radio in its current form is under scrutiny.
Right at the start of his presentation, Goldstein showed a chart illustrating the average age of users of various media. While traditional media such as television and conventional radio are dominated by older generations, younger people’s interests are increasingly shifting toward podcasts and streaming platforms. «The average age of radio listeners is around 50—30 years older than that of podcast listeners,» Goldstein emphasized, adding, «This isn’t just a statistic—it’s a warning.»
Generation Z as a Driver of Change
Generation Z—that is, those aged 12 to 27 today—exhibits fundamentally different usage patterns than previous generations. According to Goldstein, this age group consumes media very selectively; they often decide within six seconds whether a piece of content is relevant. One particularly interesting detail: YouTube Shorts, the counterpart to TikTok, recently celebrated its fourth anniversary and reaches an impressive 70 billion views daily. «TikTok has over a billion users worldwide, and the engagement rates there are just as staggering,» says Goldstein.
This appetite for short, concise content—known as «snacking»—is essential for young users. «Gen Z expects authenticity and innovation,» Goldstein continued. «If radio wants to remain relevant, it must urgently address these needs.»
The Pressure for Innovation in the Radio Industry
For the radio industry, this shift is creating enormous pressure to innovate. New formats that meet these changing information and entertainment needs are urgently needed. Goldstein pointed to the declining use of AM/FM radio among 13- to 24-year-olds, which is significantly lower than among older age groups. While people aged 55 and older in the U.S. still spend an average of over 50 percent of their audio time listening to the radio, this figure is less than 20 percent for 13- to 24-year-olds.
This shift becomes even more apparent when you consider the rising popularity of podcasts. Among 13- to 24-year-olds, the share of spoken content has now risen to over 30 percent—a significant shift, considering that just a few years ago, 80 percent of audio time was spent listening to music.
Challenges and opportunities
Ralf Brachat, CEO of Swiss Radioworld, confirmed this trend and, in an interview with m&k at Radio Night on August 28, pointed out that while 99 percent of the Swiss population is reached through radio and audio formats, advertising spending on radio accounts for only four percent of the total advertising market. This discrepancy shows that the industry needs to wake up so as not to fall behind. The goal is to strengthen radio’s innovative power and revitalize the advertising market.
One particularly interesting point that Goldstein highlighted is the way the younger generation consumes audio content. «The students told me that they »watch« podcasts,» Goldstein reported. This statement underscores that for Generation Z, podcasts are no longer just an auditory experience but increasingly incorporate visual elements as well. “75 percent of consumers say that a podcast can be both audio and video,” he continued. Radio must therefore think beyond purely audio content and develop new, multimodal approaches to reach this target audience.
Goldstein urged radio producers to recognize the gravity of the situation and have the courage to explore innovative approaches: «Mediocre content no longer stands a chance. Only those who manage to adapt to the needs of Generation Z will survive in the long run.» In an increasingly competitive environment, radio producers must stop relying on outdated formats and instead offer fresh, relevant content to captivate the younger generation.
