The audio industry's challenge with Generation Z: between nostalgia and reinvention
DOI:
https://doi.org/10.26441/RC25.2-2026-4523Keywords:
Generation Z, Digital audio, podcasting, Algorithmic media, Audio consumptionAbstract
Purpose. This study examines young people's audio consumption habits, their perceptions of traditional radio, and the uses they attribute to podcasts in the contexts of information, entertainment, and learning. Methodology. An exploratory mixed-methods design was employed, combining a structured survey (N = 192) with a focus group to integrate quantitative and qualitative evidence on listening practices and participants' perceptions. Results and conclusions. The findings reveal a shift in audio consumption toward digital platforms and on-demand listening, where content relevance and generational identification play a significant role in shaping audience preferences. Traditional radio is perceived as less flexible and less compatible with young people's daily routines, whereas podcasts are associated with more personalized, mobile, and interest-driven listening experiences. The study concludes that the future of the audio industry depends not only on technological innovation but also on its ability to adapt content, formats, and audience engagement strategies to the expectations of younger generations. Original contributions. This research provides empirical evidence on the transformation of young people's audio consumption through a mixed-methods approach, offering an integrated understanding of their preferences and perceptions. It also identifies key factors that may guide the adaptation of the radio industry and the podcast ecosystem to the needs and expectations of younger audiences.
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