Radio Hosts: The Captivating Voices that Keep Young Listeners Tuning In.

In today's fast paced digital era where viusal content dominates the online landscape, audio still holds a powerful connection with younger audiences. Radio and podcasts have experienced a remarkable resurgence among the youth, captivating their attention and holding a unique connection that visual media cannot compete with. The appeal of audio content to younger audiences is its unmatched versatility and accessibility. 

The latest JNLR figures (May 2023) reveal a striking statistic that solidifies the enduring appeal of radio among the younger demographic. With an impressive 69.1% of 15-to-34-year-olds tuning in each weekday, it becomes evident that audio content continues to hold a significant position in the minds of this age group. Irish radio audiences listen to a significant amount of radio everyday – tuning in, on average, for almost 4 hours per day. The profound connection fostered through the power of the human voice and the convenience of audio consumption seem to resonate deeply with this generation.  Read more on the May JNLR figures here.

Radio Centre Ireland shared recent studies completed by Jacobs Media 2023 Techsurvey that reveals the immense connection and emotional appeal of radio personalities and podcast hosts. This survey involving over 30,000 U.S. listeners found 65% of Gen-Z (13-26-year-olds) and Millennials (27-42-year-olds) say personalities are the main reason they listen to radio. There is no doubt that the voices across Irish radio stations are the reason young audiences keep tuning in. Young people are waking with Lorraine Murphy and Ross Browne on Cork's 96fm, driving home with Kayte O'Malley on Galway Bay FM, getting ready for a night out with Marty Guilfoyle on Spin 1038 or winding down with Joe Harrington on Sunshine 106.8. The people behind the microphone are the reason young people decide to switch on the radio. 

An interesting figure that emerged from this survey was that 75% said that Podcasters are more influential than social media influencers. Not only is radio a powerful form of audio, but podcasts are also taking the industry by storm. Podcasts can easily be an extension of radio shows across the nation, for example, at Beat 102 103, honing on the success of their radio segment, ‘The Daily Dilemma’, they created ‘The Daily Dilemma Uncensored’ presented by Niall Power and Shona Lyons. This is a great example of shaping a segment that works on air to create a variant available on-demand through podcast platforms. Embracing niche interests of radio presenters is another way to find ideas for podcasts. Ken McGuire, who presents KCLR Drive on KCLR 96FM, hosts the 'All Things MMA' podcast with professional fighter Myles Price. They chat weekly about the latest happenings in the UFC. Allowing listeners to delve deep into an extension of their favourite radio hosts' personality is a key method to keep engagement. Listen to The Daily Dilemma Uncensored here and All Things MMA here. 

The young generation of Ireland are captivated by Radio, it is important to harness that connection. At Radio Days Ireland 2023, Mark Egan, Purple Bridge Media, shared some advice on how to keep the younger audience engaged. Reflecting on the negative light that was shun on young people during the pandemic in Ireland across news reports, Mark highlighted, “It’s never too late to get them back.” He said “The thing about the news is they only cover teenagers when they’ve stabbed each other, for example. You never see the other side of teenagers. They want to see themselves represented in a different way. Part of that comes from collaboration, getting more young voices on air, being in touch with the community. You must be able to get a sense of what they are thinking and how they are feeling.” To watch the full panel, featuring Mark Egan, from Radio Days Ireland 2023, click here. 

Learning Waves recently held a workshop with Claire Hyland and Laura Costella from THINKHOUSE, Youth Culture Uncovered. Claire and Laura shared research completed by The Youth Lab at THINKHOUSE which gives a voice to the young people of Ireland. The research revealed that the younger generation are interested in travel & adventure, food experiences, sports/wellness/gym, being outdoors in nature and binge-watching content. The main areas of concern amongst 16-35-year-olds are the cost-of-living crisis, housing and health. Claire and Laura advised the radio sector on how to engage with this audience, giving them a platform to tell you what they want from you. For example, they suggested setting up a ‘young listeners board.’  They encouraged creating a safe space for the younger members of staff or listeners to pitch ideas, share experiences and ask questions. This will shape your content to their needs.  Read more on Youth Culture Uncovered here.

Audio in the form of radio and podcasts has proven its resilience and effectiveness in capturing the attention of younger audiences. Its versatility, authenticity, and ability to cater to niche interests have made it a powerful medium for engagement and connection.