What Today’s Media Users Are Really Telling Us: Radio vs. Digital

The media world is changing fast.

Gone are the days when radio and TV were the only options. Today, people jump between platforms—streaming a podcast one minute, listening to FM radio in the car the next, and ending their day with YouTube or Netflix. For brands, media outlets, and advertisers, the question isn’t just where audiences are—it’s how they’re consuming and why.

At Team Percepto, we’re digging into these questions and uncovering insights that help traditional media stay relevant in a digital-first world.

Meet the “All Media” User

There’s a powerful segment of today’s audience that doesn’t live in one lane—they live in all of them. We call them “all media” users—people who blend traditional and digital platforms throughout their day:

• FM radio during the morning commute

• A podcast or TikTok while working out

• YouTube or live TV or Netflix for evening entertainment

  
  

This hybrid behavior isn’t random. It’s built around routines, convenience, and content preferences. Understanding this group gives us the best chance to connect across formats and future-proof content strategies.

New Data: Radio Lives On—in the Car

We recently asked listeners in Los Angeles, Miami, Chicago, and Dallas:

“What device(s) do you use to listen to the radio?”(Check all that apply)

And the most common answer?

The car radio.

Despite all the competition from streaming apps and smart devices, radio still has a stronghold during commutes. Other mentions included smartphone apps (like iHeartRadio and TuneIn), smart speakers, laptops, and even TV-based radio apps—but the car remains king.

This insight matters. It tells us:

• People still value live, local audio—especially when they’re on the move.

• Radio has a captive audience in the car—a powerful opportunity for stations and advertisers.

• Digital isn’t replacing radio—it’s reshaping how and where it’s accessed.

Why Research Like This Matters

You can’t rely on assumptions or outdated stats. To understand today’s media behavior, you need to ask the right questions—and be willing to hear the answers.

At Team Percepto, we don’t just track clicks and impressions. We ask:

• What devices are part of your audience’s daily routine?

• What keeps them loyal to live radio?

• When do they shift to digital—and what triggers that shift?

• How do age, location, and language influence these behaviors?

Let’s Find the Opportunity in the Overlap

The line between traditional and digital is blurry—and that’s a good thing.

With the right insights, radio stations can position themselves alongside Spotify and podcasts, not in competition with them. TV networks can complement streaming content with live events and local storytelling. Advertisers can reach audiences where they are, not where they used to be.

Ready to Learn What Your Audience is Really Doing?

If you’re a station manager, brand strategist, or content creator wondering how to stay relevant—Team Percepto can help.

We combine qualitative and quantitative research to uncover how your audience interacts with:

• Radio

• Podcasts

• YouTube

• Smart devices

• Live TV and streaming platforms

  
  

We’ll show you where traditional media still wins, where digital is gaining ground, and how to turn insight into action.

Let’s stop guessing and start listening.

Reach out to Team Percepto today. Because the future of media belongs to those who know what their audience is actually doing—not just what they think they are.

Juan Jose (JJ) Ayala, Team Percepto, March 2025