From reach to resonance Radio’s new role in music discovery
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In an entertainment landscape dominated by ubiquity, fragmentation, and algorithms, new generations and music superfans are craving scarcity, shared experiences, and human curation. Ironically, one of the oldest forms of music consumption has the opportunity to lead this future: radio. Using consumer survey data and qualitative interviews with music fans, this report explores the recent revival of radio in the US and UK – particularly via cult-favourite online stations like London’s NTS – and how the decades-old format can leverage its core strengths to drive music discovery for new generations.
Key data and insights in this report:- Monthly active use by audio format and age group
- Changes in top music discovery sources among 20–24-year-olds tracked over time
- Comparative analysis of Apple Music radio listener fandom behaviours against the average consumer
- Motivations for listening to live radio across age groups
- MIDiA Research Consumer Survey Q4 2022, English Summary, US, UK, Australia, Canada, n = 4,000
- MIDiA Research Consumer Survey Q4 2023, English Summary, US, UK, Australia, Canada, n = 4,000
- MIDiA Research Consumer Survey Q4 2024, English Summary, US, UK, Australia, Canada, n = 4,003
- MIDiA Research Consumer Survey Q4 2025, English Summary, US, UK, Australia, Canada, n = 4,070
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