What’s Old Is Cool Again. Wait, Gen Z listens to the radio?
Yes. And not just in an ironic, vintage aesthetic kind of way. They’re listening intentionally, frequently, and differently.
For a generation that’s grown up on TikTok loops, Spotify shuffle, and YouTube algorithms, this may seem unexpected. But here’s the twist: it’s not the same radio their parents grew up with. It’s an evolved, reimagined experience powered by digital streaming, personalized curation, and a surprising craving for live, real-time audio.
In 2025, Gen Z radio listening trends are reshaping how brands and advertisers think about audio marketing. If your ad strategy still compares “radio” with crackly AM news or Top 40 hits on FM, it’s time for a serious frequency upgrade.
Let’s dive into why Gen Z is turning up the volume on radio, of all things, and how your brand can ride the wave.
Trend #1: Digital-First Radio—From Airwaves to Algorithms
First, let’s set the stage: Gen Z radio listening trends live online. Their entertainment is streamed, their news comes in memes, and their social lives are curated through stories and reels. So, of course, their version of radio had to evolve to match this landscape.
Enter: digital-first radio.
Platforms like
- Spotify Radio
- Apple Music’s Live Stations
- YouTube Music’s “radio-style” queues
- TUNE IN, iHeartRadio, and Deezer Flow
These are not your dad’s static-filled broadcasts. These are sleek, app-based, algorithm-enhanced streams that combine the spontaneity of radio with the precision of streaming.
What makes digital radio appealing to Gen Z?
- Control + surprise. They can tune into a vibe or genre without having to build their own playlist.
- Less scrolling. Gen Z is fatigued by choice paralysis; radio offers an easy “press play and go” solution.
- Live energy. Many digital stations have DJs, commentary, countdowns, or artist takeovers that mimic traditional radio in a fresh format.
Trend #2: The Car Commute Revival
Just when you thought traditional FM/AM was on life support, Gen Z hopped into the driver’s seat and gave it a second life.
Literally.
With more Gen Zers reaching driving age, entering the workforce, and heading to universities, car commutes are making FM cool again. The radio is right there, built into the dashboard, and it works without Wi-Fi or data. It’s free. It’s live. It plays music, updates you on weather, and connects you to your city.
According to Nielsen, over 70% of Gen Z drivers tune into traditional radio at least once per week while commuting. And they’re not just switching to Bluetooth. They’re letting the radio play. Here’s why:
- It’s effortless.
- They like hearing what’s happening locally.
- It offers a human touch. DJs talking, people calling in, contests, community news.
Radio is becoming a shared experience again, something to react to in real time, talk about, or zone out with on long drives.
Trend #3: Curated Radio Apps Are Winning
Gen Z radio listening trends. Gen Z craves experiences that feel tailor-made for their mood, activity, or identity. Enter: curated radio apps.
Apps like:
- Station head
- TUNE IN
- Live One
- Amp by Amazon (RIP but set the tone)
- Even TikTok’s live audio rooms
These apps blend radio with social interaction, gaming, and music discovery. Some allow users to be the DJs themselves, streaming music, inviting friends, and talking live. Others focus on hyper-specific curation: indie rock for rainy mornings, old-school hip hop for gym time, or lo-fi study beats for late-night cramming.
These are not just audio tools; they’re social platforms with identity baked in.
What Gen Z loves:
- Niche vibes over mainstream hits
- Interactive features like chats, call-ins, polls
- Minimal talking, maximum curation
In other words, radio has become personal, social, and immersive.
What This Means for Advertisers
Let’s zoom out. What does all this mean for advertisers and media buyers trying to reach Gen Z?
Rethink Your Channels
Don’t dismiss radio as old-school. Instead, think of it as audio content. Look beyond FM and invest in digital platforms offering radio-style experiences. There are thousands of stations on platforms like Spotify, Deezer, and TuneIn with loyal Gen Z audiences.
Authenticity to Polish
Gen Z can smell a scripted, polished ad from a mile away. Radio ads targeting them should feel natural, conversational, and real. Consider partnering with influencers or emerging artists to voice your message.
Local Is Back
Whether through regional FM or community digital stations, Gen Z loves local stories and voices. Localized campaigns on regional stations, even small ones, often outperform big-budget national ads for this group.
Make It Easy to Act
When creating radio ads for Gen Z, always give a clear, easy call to action. QR codes, short links, or social handles they can follow right after hearing the ad make a big difference.
Track Smarter
With digital radio, you can measure everything. Placemyad can help you track impressions, clicks, listener demographics, and retargeting. Modern radio ads are not a shot in the dark; they are precise, programmatic, and ROI-driven.
Placemyad: Your Audio Ally
At Placemyad, we’re not just watching the radio revival; we are amplifying it.
We help brands
- Place ads on both traditional and digital radio
- Get featured on curated playlists and streaming stations
- Craft youth-friendly radio campaigns with creative that converts
- Tap into emerging audio platforms where Gen Z hangs out
Whether you want a 15-second ad on Highveld, a branded playlist on Spotify, or a takeover on a youth-targeted internet station, we’ve got you covered.
Don’t Miss the (Radio) Wave
Gen Z isn’t killing radio. They’re rebooting it. With Wi-Fi instead of antennas, playlists instead of discs, and community instead of broadcast, radio is now more alive, more flexible, and more Gen Z than ever.
For brands, this is a golden opportunity to re-engage with audio advertising in ways that feel new, sound fresh, and drive results.
