This seems to be the biggest myth we hear on a daily basis at TRB and we understand why people may think that. There’s always the misconception that new technology will steal away radio audiences – we saw it with video, the internet and now audio streaming.
It’s no secret that young people have more options than ever when it comes to consuming media, but streaming and the podcast revolution are serving our industry in that they’re getting the next generation excited and entrenched in the world of audio.
In fact 75% of 18-39 year olds in New Zealand listen to commercial radio each week. That’s 1.18million people and almost a quarter of the total New Zealand population. Looking to teenagers, the figures show that 64% of 13-18 year olds tune in each week. Young people do listen to the radio.
With smart speakers and connected devices increasingly entering the home, radio has never been more accessible to audiences – young or otherwise.
Source: GfK Radio Audience Measurement, Commercial Radio Stations, Total New Zealand Survey 4 2019, Mon-Sun 12mn-12mn. (NB Waikato S3 2017).