Trends, Challenges & Opportunities in Public Radio Listening
The 2024 Public Radio Techsurvey (PRTS) delivers one of the most comprehensive looks yet at the state of public radio audiences. With insights from over 22,000 respondents across 62 U.S. stations, this year’s data reveals crucial shifts in listener behavior, technology use, content preferences, and fundraising sentiment.
Key Highlights:
•Aging Audience: Nearly 3 in 4 core listeners are now 60 or older.
•Listening Decline: Daily radio use continues to shrink, especially among Millennials.
•Digital Growth: Time-shifted content, apps, and streaming are surging—mobile and connected cars are changing everything.
•Local Matters: Strong demand remains for local news, investigative reporting, and election coverage.
•Fundraising Friction: Listeners increasingly tune out during pledge drives—yet many are open to new donation methods like Venmo or round-up programs.
•“Next Adjacent” Strategy: Gen X may be the key to sustainable audience growth without alienating the Boomer base.
Whether you’re programming, fundraising, or planning content strategy, this study is a must-read for public media professionals.
