In this video:

• Key trends from the 2025 report
• How media habits are shifting across platforms
• What’s next: upcoming studies on Sports Media and Spanish-Language Media

Access all reports here!

The post How Audiences Have Changed in 30+ Years | Glenda Bos on the State of Media 2025 appeared first on Crowd React Media.

In the State of Media 2025 report, we examined the media habits of over 1,000 audiences surveyed in March and April 2025. The findings highlight a crucial opportunity for traditional broadcast outlets to capture younger audiences through short-form video content.

Why Short-Form Video?

Video content has become increasingly vital to connecting with younger demographics. Our study found that 93% of 18–34-year-olds report watching YouTube, with 66% identifying as heavy users (3+ days per week). Podcasts are also seeing a shift toward video, with 63% of audiences watching podcasts sometimes or always—a figure that climbs to 67% for younger demos. In the focus groups we conducted alongside the quantitative research for the State of Media report, younger audiences repeatedly emphasized how much short-form video content is a part of their daily routine. Many reported checking Reels or YouTube first thing in the morning, during breaks at work and school, while eating lunch, and at the end of the day.

Troubling Trends for Traditional Broadcast

For traditional broadcasters, the data highlights a noticeable drop in conversion rates for both radio and cable/satellite TV among younger demographics

• Cable/Satellite TV conversion fell from 65% in 2024 to 48% in 2025 among 18-34s—a steep 17-point drop.
• Radio saw a 15-point drop, from 51% to 36%.

While cable’s overall conversion rate remains high (71%), it’s buoyed primarily by older audiences. Radio’s total conversion sits at just 40%, down 7% from 2024. The decline in heavy usage and frequency is even more pronounced among younger audiences, emphasizing the need for new engagement strategies.

Leveraging Short-Form Video

For radio stations and local TV news, the opportunity is clear: tap into short-form content to build digital audiences and reclaim lost ground among younger demos.

• Repurpose morning traffic updates into quick, digestible video snippets sponsored by a local car dealership.
• Highlight key news segments as bite-sized shorts with catchy hooks to attract digital-native viewers.
• Think of top-of-the-hour news recaps as daily TikTok segments sponsored by a local bank or financial service.
• Convert morning radio trivia contests or giveaways into Instagram Reels with branded overlays sponsored by a local restaurant or coffee shop.
• Turn sports talk segments into a YouTube Shorts series sponsored by a local gym or sporting goods store.
• Create behind-the-scenes content, quick recaps, or even ‘Best Of’ clips to encourage social sharing and build digital brand affinity.

Why Now?

Audiences today crave content aggregation and local connection—a space where radio stations and local TV news can thrive. But to take advantage of this whitespace, broadcasters need to be intentional. Simply uploading content to YouTube is not enough. It needs to be chopped into bite-sized, engaging clips optimized for YouTube Shorts, Instagram Reels, and TikTok.

In this new landscape, loyalty isn’t about having a cable subscription or a radio preset—it’s about being where the audience already is. And right now, that place is digital, fast-paced, and video-driven.

To read the full State of Media 2025 report, click here.

The post Short Form Video: The Key to Reaching Younger Audiences for Radio and Local TV News appeared first on Crowd React Media.

Live Monday, May 5th

What happens when you stop looking at just who uses each media platform—and start looking at who’s actually converting?

The State of Media 2025 goes live Monday, May 5, and this year’s report digs deeper than ever before.

Now in its second year, this annual snapshot offers a comprehensive look at American media habits—from traditional to digital, audio to video, daily habits to deeper engagement. And in 2025, we’re taking it one step further by introducing conversion as a key lens. It’s a powerful, often-overlooked metric that reveals not just reach—but resonance.

Here’s a sneak peek at what’s inside:

• One traditional media platform quietly keeps up with it’s digital counterpart in conversion—yes, really.

• Several audio formats that appear stable on the surface are showing subtle signs of decline when compared to 2024.

• We’re seeing a reset of media habits post-pandemic, with some surprising demographic shifts… and some areas showing remarkable stability.

• Plus: data across all major platforms—radio, TV (cable and streaming), podcasts, YouTube, video games, and more.

Want to get a sense of what to expect? Take a look at last year’s report, then mark your calendar.

The State of Media 2025 goes live Monday, May 5. You won’t want to miss what’s changed—and what hasn’t.

The post The State of Media 2025 appeared first on Crowd React Media.

Recent Publications:

Ordered by most recently published.

• • State of TV News 2025
    The inaugural report on the state of TV News. Designed specifically for news stations, this report provides actionable insights and strategies to help broadcasters adapt and succeed in this new landscape.
    Read More
  • State of Sports Media 2024
    The third annual report on the state of sports media across all channels, including radio, tv, digital, social and more.
    Read More

• • State of Media 2024: Video Sales Deck
    A downloadable PowerPoint deck with video findings from our State of Media 2024 report, showcasing broadcast television’s resilience and continued success, and ready to be used in your Sales team’s next sales deck!
    Read More
  • State of Media 2024: Radio Sales Deck
    A downloadable PowerPoint deck with radio data from our State of Media 2024 report, showing the strength of radio, and ready to be used in your Sales team’s next sales deck!
    Read More
  • State of Spanish-language Media 2024: Video Edition
    This whitepaper focuses on Spanish-language video media, including local and national news.
    Read More
  • State of Spanish-language Media 2024: Audio Edition
    This whitepaper focuses on the unique aspects and developments within Spanish-language audio media.
    Read More
  • State of Media 2024
    Our flagship report offers a broad overview of the media industry, highlighting key shifts and emerging trends across various platforms.
    Read More

Coming Soon:

More to be announced shortly!

—

We strive to keep you informed and ahead of the curve with our ongoing research and insights. Bookmark this page and check back regularly for the latest updates.

The post Latest Research appeared first on Crowd React Media.

Our State of TV News 2025 report breaks down key trends shaping the industry, including:

• The continued strength of local news on cable
• The rise of streaming news, with YouTube leading the charge
• How TV stations can adapt to a hybrid media world

Get the full report here: State of TV News 2025

The post The Future of TV News: What Our Latest Research Reveals appeared first on Crowd React Media.

Over my journey in the media business, I have found that true achievers are always learning and looking to the future. Yes, we can learn from looking back. However, we tend to do too much of that and not plan for what lies ahead.

I remember back in 1996 I was a Program Director for a sports radio station in Salt Lake City while also hosting an afternoon sports show with former NBA Coach Tom Nissalke. In addition to hosting the show I was responsible for running the control studio board. That was the last time we used tape cartridges for commercials and production elements. Technology was changing.  One of the interesting memories from that year, was one day we were all asked to gather in a meeting room. At that session, we were introduced to this new concept called e-mail. We were each given Hotmail Accounts.  My how things have changed since then.

2025 is quite different from 1996.  2030 will be different from 2025, which may seem hard to imagine. This all begs the question…. Are you ready for 2030? Seems like a long time away, but the reality is that it is right around the corner.

One of the most important lessons for me was during my time with ABC/ESPN in Dallas from 2001 to 2006.  This is where the value of long-term planning became particularly important to me.  All departments participated in the annual 5-year planning process.  The immediate focus was on the year ahead; however, we were required to look beyond and to anticipate expenses as well as strategies.

Fast forward to 2025, and the pace of change has accelerated dramatically. The reality is that things are NOT going to slow down anytime soon. The legacy media which includes newspapers, television, and my world of radio, must find ways to adapt to the new landscape.

With change there are opportunities….in radio (audio) there is the one constant….” It is all about the content!”  The consumer has more power than ever.  They are demanding in what they want to watch or listen to. Understanding your audience and what they want has never been more important as they have many sources to get what they want.  Just as critical is understanding how the listener consumes your content.  This includes the various platforms that are available as well as the way the programming is presented

Some of the key challenges/opportunities in front of us today include the following:

• Too many content providers are living in the past. “This is how we have always done things.”
• The rapid decline in attention spans. Nielsen recently changed the criteria for quarter-hour credit. It used to require a panelist to listen for 5 minutes inside a 15-minute quarter-hour. That has now moved to 3:00 as research shows 45% of those surveyed listen for less than 5 minutes.
• Streaming is only going to grow in importance to the consumer. They want their content when they want it and where they want it.
• With streaming comes more competition. Any organization or person can start their own production and generate an audience.
• Social media plays an outsized role in developing loyalty among audiences.
• Personalities that stand out will continue to drive audience engagement

With all this to consider, how can you think about even looking ahead 5 years? The smart leaders know that part of this is about anticipating how things will evolve. Look at the issues TV and Radio are facing.  The amount of cord cutting with cable continues to increase on a yearly basis.  The number of platforms where you can hear audio content is developing by the day. The average screen time for an iPhone owner is over 3 hours per day.

Makes sense more than ever to have regular conversations looking ahead. If we stay in the present, we are going to get passed by someone else that has a true vision for where things are going. Take time, when possible, to talk to your customers (content consumers and advertisers) about what they want and how they decide what to watch/listen. Schedule meetings at least twice per year to look to the future beyond the current 12 months.

The bottom line, change is constant. The status quo is no longer an option for sustained success, as those that are nimble, flexible, and adaptable will have the best chance to win in the long run.  Research whether done internally or externally should be a key component of long-term planning. Never assume things are going to stay the same in the future.

• Important to always be learning and looking to the future.

• Technology is changing all the time.

• Planning must be more than immediate – look ahead 5 years.

• 2030 will be much different than 2025.

• With change there are opportunities.

• Decline in attention spans is an important consideration.

• Streaming is only going to grow.

• Content saturation is real.

• Change will be constant.

The post Do you have a plan? appeared first on Crowd React Media.

Ask yourself this question when listening to or watching spoken word programming: How much of the presentation is truly compelling, and how long do you have to wait for the impactful content that will generate a reaction and keep the audience engaged? The numbers do not lie; attention spans are at an all-time low. When someone starts listening or watching, you have only 6 to 8 seconds to connect with the audience. After that, they will decide to stay or go elsewhere.

What does this mean for 2024? Here are some goals that give content creators the best possible opportunity to drive interest. This approach works for all forms of content, regardless of the platform. Consumers have all the leverage, as they will not tolerate mediocre programming, whether it’s a podcast, a radio show, or a television program. There needs to be a commitment to immediacy.
• As soon as the presentation starts, get right into the main topic of conversation. We live in an on-demand world, and every day the audience wants to experience a presentation focused on their interests. They do not want the talent to waste time talking about nothing.
• “Play the Hits” — What does this mean in today’s world? No matter the platform, consumers are waiting for the content they want. If you are listening to a podcast about medical treatment, you do not want to hear unrelated discussions. If you are listening to a sports show on a local radio station, the goal should be to deliver as soon as the segment starts. With breaking news on television, the consumer wants the information as soon as they decide to watch. The consumer will not wait for what they are looking for.

The challenge lies in balancing all of this to present truly compelling and informative content that will resonate with the audience. Content Discipline can be a real challenge. In broadcast radio, we have spent a significant amount of time focused on the “5 minutes” needed for quarter-hour credit. Getting anyone to listen or watch something for 5 minutes inside a quarter-hour is more demanding than you may realize. People get distracted easily, which is part of the challenge in connecting with consumers. It is crucial that talent and production staff understand this as part of the overall process of delivering compelling programming. The metric of 5 minutes to get credit is applicable for all platforms and is a good way to keep everyone focused.

One remarkable observation is that many talents do not listen to or watch their presentations. I have been conducting talent feedback sessions for years, and it is sometimes remarkable to see the look on their faces when they hear or see themselves for the first time. Athletes consistently review videos of their performances, even during actual sporting events. If a talent is truly committed to delivering great content, they will be their own best evaluator. I have often heard talents say that the content was not as relevant as it needs to be, or it was boring, or it did not deliver a payoff. It is all about who truly cares about what is being presented. The more we can take the time to review our work, the more there is an opportunity to improve the presentation and connect with the audience.

We live in a world of urgency. With attention spans so short, we cannot do things the way we used to. There are just too many places to get the programming that consumers are looking for. It is all about packaging and giving the impression that if you stop watching or listening, you are going to miss something truly interesting. The words urgency and anticipation have never been more critical for content creators.

Key Takeaways:

• Consumers have more choices than ever! Focus and discipline are core strategies in producing content.

• Attention spans are at an all-time low.

• As soon as the presentation starts, get right to the good stuff and “Play the Hits.” Do not waste time getting to the hot story/topic of the day.

• Avoid detours and distractions, as that is where you lose audience.

• Talent needs to listen or watch their presentation on a regular basis to fine-tune the presentation.

• Urgency and Anticipation are critical factors in developing audience attention.

This article includes a downloadable infographic.

Download the Mastering Content Creation: A Guide to Captivating Audiences infographic today!

The post Who Cares? – Mastering Content Creation in 2024: A Guide to Captivating Audiences appeared first on Crowd React Media.

Do you get it? Do you truly understand what this is all about? It’s all about making sure you are doing everything you can to build a sense of urgency and anticipation for your audience. The audience has a very low tolerance for mediocre content. When bored, the consumer will change the dial position on the radio, turn off the TV, surf to another website for different audio, or maybe decide to play a game on their mobile device.

Your menu of ingredients to tell stories!

In sports radio, there are the comments of the hosts on every show. There are callers who get on the air and offer their opinions. You also hear interviews with sports newsmakers and experts. Add in some audio sound from the big post-game interview or a play-by-play cut from a major football game. You can also add in some background music and maybe some sound effects for extra added impact. Sounds good? It can be, or if not presented in a compelling delivery, it can mean an instant tune-out by the audience. Every segment today must tell at least one story and possibly two! To be successful, you need to give the audience something that they cannot get anywhere else. When preparing a content menu, consider the following:

■ The Payoff to the Audience: Does the content play to the BROADEST SET of the audience? Did you learn something new today by listening to this talent? Is the talent able to tell stories?

■ The Five Minute Rule! Why is the guest being interviewed on your station? Are the questions being asked interesting to the audience? Does this guest meet the criteria to be on YOUR station for more than 5 minutes? How long before you would decide to tune out of the interview and go somewhere else? If the answer is less than 3:00, you need to rethink if this person should be on the air and how long the interview should be.

■ The Re-Set! Does your talent and production staff understand how important it is to NEVER ASSUME? Does your talent explain to the audience on a regular basis what they are talking about and who they are talking with?

■ Sense of Urgency! How quickly does the talent get to the point and set up the segment? The message from the consumer is simple… Don’t waste my time!

■ First Impressions: What is the first thing that comes to mind when you hear the content? Do you want to hear more? Are you excited about who you are listening to?

■ Likeability: Ask yourself this question when listening to sports radio – do you like the person you are listening to? Would you want to sit down and have a beer with this person? Do you think the audience would like to do the same? When was the last time you smiled when listening to this person on the air?

“Teaching and coaching” must be part of the fabric in how you are able to impact the presentation of audio content. Of all the things you do, listening and focusing on the content are one of the most important priorities you can have. Even more important than listening to the content is offering feedback to the talent and production staff, on a consistent basis. Understand how the audience uses our content and take that information to your talent/producers so that they can generate great ratings. Times have changed, and we can no longer afford to let mediocre content on the air. Every day there are new listeners who are checking out your content for the very first time. First impressions really do matter as it can be the difference between someone being a P3, P2, or a P1.

The post Urgency & Anticipation – Setting the Stage for Great Content appeared first on Crowd React Media.

Above is an interview with Katie Miller conducted by Scott Masteller in June of 2023.

This is the first video in the CRM Interview Series which will be conducted by Scott Masteller with all of the team members of Crowd React Media, a division of Harker Bos Group.

This interview covers the importance of media research, the lifespan of a media research project, and how research provides a return on investment.

The post CRM Interview Series – Katie Miller Interviewed by Scott Masteller appeared first on Crowd React Media.

Part of my experience as a programmer has included developing content around NFL teams. In the NFL, the great coaches are highly skilled at developing teams that can win big games. But they are also highly successful in building future leaders. One is only as good as the people he/she surrounds themselves with.

Let me ask you this question.  What do the following head coaches in the NFL have in common?

• Sean McDermott – Buffalo Bills
• John Harbaugh – Baltimore Ravens
• Ron Rivera – Washington Commanders
• Todd Bowles – Tampa Bay Buccaneers
• Doug Pederson – Jacksonville Jaguars

All the above current active coaches are part of the coaching tree of Kansas City Chiefs head coach Andy Reid.  There are others who have also coached with other teams.  This says volumes about the impact that Reid has had on others.  It is no coincidence that so many talented coaches have achieved success in Reid’s system.

How does this apply to content development?  To me, being a Program Director is a subjective process. Much like a football coach, every programmer has a playbook.  Over the years, my approach has evolved and become more sophisticated.  Much of what I used as a content leader/coach is based on what I have learned from some remarkable leaders in the radio industry.  Whether a General Manager, a consultant, or PD’s I worked with there are always learning opportunities.   With all that experience I learned about teamwork and collaboration. It is all about building a culture that empowers everyone to contribute to the organization.

When you develop coaches internally, two different things may happen.

First, when someone decides to part ways with the company, you automatically have great candidates for the open position.  If you have been developing coaches internally, there is someone who already understands the content playbook and the transition can be very smooth.  I had a situation along those lines a couple of years ago, and when the Assistant PD that we were working with decided to move on, it was great to be able to promote from within with someone who already understood the position and our content.

Second, when you develop leadership internally, there is an eventual desire by many to elevate their career to the next level.  This is part of the process, which is why there must always be a system of succession planning, to make sure that the organization continues to achieve their goals despite employee turnover.

Nothing gets me more excited than to see someone I have worked with develop into a leader of other organizations.  There are many I have collaborated with that have evolved, and what is outstanding is with their success they will help others get to the next level of achievement. Take the time to build up the confidence level of those you work with. Get them ready to take on more responsibility.  Coach your coaches on how to communicate and make an impact on others.  Our industry needs a new generation of coaches that have a playbook of their own.

Key Take-Aways

• Surround yourself with people who could replace you.
• Every programmer has a playbook that evolves over time. Share your wisdom with others so your organization can succeed.
• Developing coaches internally helps in succession planning.
• This is an ongoing process as there is always the scenario where a value leader moves on to another opportunity.
• Build the confidence level of those you work with. For the long term, this is about a new generation of coaches for the future!

The post Succession Planning and the Coaching Tree appeared first on Crowd React Media.