What Radio Listeners Actually Use (The Short Answer)

YouTube dominates radio listener social media habits in 2026, with 83% of U.S. radio listeners 18+ using it weekly. This beats Instagram (77%), Facebook (73%), and TikTok (72%). Spanish-language radio listeners show distinct platform preferences, with 59% using WhatsApp weekly versus 39% of English-language listeners. Radio stations investing heavily in TikTok while ignoring YouTube are chasing the wrong platform. These findings come from surveying 2,798 radio listeners across the U.S. in March-April 2026.

Social media shifts fast. What worked for your audience last year might not work now, which is why we regularly check in on where radio listeners actually spend their time online.

In the latest Media Minute from Crowd React Media, we talked to 2,800 radio listeners 18+ in the U.S. between March and April 2026. And the data reveals something radio programmers need to see: while the industry obsesses over TikTok strategy, 83% of radio listeners are using YouTube every single week. YouTube beats all the platforms radio chases, and most stations are barely paying attention.

Here’s the full picture of weekly social media use among radio listeners:

• YouTube: 83%
• Instagram: 77%
• Facebook: 73%
• TikTok: 72%
• WhatsApp: 50%
• Snapchat: 45%
• X/Twitter: 42%
• LinkedIn: 22%

Only 1% of radio listeners said they use none of these platforms weekly. Your audience is online, they’re active, and they’re using multiple platforms. So when you’re deciding where to invest your time and content, go where they already are.

Stop Spreading Yourself Thin

Most radio stations try to maintain a presence everywhere. Facebook page, Instagram account, TikTok experiments, X feed, LinkedIn company page. The problem is that equal effort across unequal platforms is a losing strategy, and the data makes that pretty clear.

If 83% of your audience is on YouTube weekly and only 22% is on LinkedIn, your content calendar needs to reflect that gap. YouTube offers longer content windows, better discoverability, and audience behavior that aligns with how people consume radio content — lean-back, audio-forward, exploratory. Yet most stations treat it as an afterthought while agonizing over 15-second TikTok vertical video strategies that may or may not land.

The WhatsApp Opportunity for Spanish-Language Radio

When we break the data down by language, one platform really stands out: WhatsApp.

Click on “English-Language Radio” and “Spanish-Language Radio” tabs on graph to toggle between.

Among Spanish-language radio listeners, 59% use WhatsApp weekly compared to just 39% of English-language listeners. That 20-point gap represents a real opportunity for bilingual and Spanish-language stations. For this audience, WhatsApp is nearly as ubiquitous as Facebook (73%). If you’re serving Spanish-language markets and treating WhatsApp as a secondary platform, you’re leaving reach on the table.

If You Do Invest in TikTok, Go Local

TikTok Nearby is the feature most radio stations don’t know exists, but it’s worth understanding if you’re committing resources to the platform. It surfaces local content based on user location, which means you can reach people in your broadcast area instead of competing with creators worldwide. If you’re investing time in TikTok — and 72% of your audience is there weekly, so it’s worth considering — use the one feature that plays to radio’s geographic advantage.

National Trends, Local Answers

This data shows where radio listeners are nationally, but your audience is hyperlocal. Want to know exactly which platforms your listeners use in your market? We build custom research studies that give you market-specific answers instead of industry averages. Learn more about strategic studies here.

This research was conducted by Crowd React Media, a division of Harker Bos Group in March and April 2026 with 2,798 radio listeners age 18+ across the US, including both English-language and Spanish-language radio audiences.

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My journey continued to Salt Lake City UT, Portland OR, and eventually Dallas TX in 2001. At each stop, the focus was on the one or two stations that were programming sports content. Radio at this time was still using the paper diary to track audience engagement. The rollout of the Portable People Meter did not take place until 2007, and it took until 2010 to launch in the forty-eight markets that Nielsen has today. The biggest challenge of the diary was the amount of time one had to wait for the data.

After Dallas, my next stop was in Bristol, CT at ESPN Radio. The biggest observation from my time there was the constant change we started to see as we moved into the PPM era. The decision was eventually made by ESPN to focus more on Audio than Radio. This was an acknowledgement that change was going to be constant and would impact all content providers. By the early 2010s, the cell phone was becoming mainstream and was engaged in driving audience engagement.

The days of just thinking about the other sports radio station in your community as the competition was basically over. Technology has changed how content is presented and how the programming people want is distributed. In addition, demographic behavior has changed in terms of what certain parts of the audience want.

The big question in 2026….no matter what kind of content you are producing, the competition features a saturation of options and a fragmentation of consumers. Sports Radio is still relevant, however the content provider needs to understand that the listener/viewer is in charge and if the programming does not meet their needs they will go elsewhere and may not come back. What is the first thing you see when a talented personality is let go? He or She may start a podcast, which is another piece of competition to deal with in every local market. You must remember, there are numerous places that people can turn to for the content they want.

It is also important to know in the current environment formats are not just competing against each other. They have to deal with other formats based on the events of the day. Places such as YouTube and Spotify are resulting in more options for people to find new sources of the content they want.

The landscape for content is only going to get more competitive. Every year there will be more places to hear the same subjects discussed by numerous hosts. It is critical that in planning that everyone understand the challenges and opportunities as our competition is everywhere.

What can you do today at your station? Here are some important considerations

• Position your content as a multi-platform brand.
• Put together a list of all your competitors and discuss frequently with your team.
• Identify talent that can generate audience regardless of platform.
• Consistently monitor what you believe to be your top five competitors.
• Schedule regular coaching/feedback sessions with an emphasis of having everyone understand that content is an on-demand priority to the consumer regardless of platform.
• Deliver content that connects with the audience in 5 seconds.
• Develop audience tracking beyond traditional radio ratings.

The post What are we competing with? appeared first on Crowd React Media.

The results should wake up every program director, general manager, and sales team in the country.

85% of Radio Listeners Notice Show Changes Within 24 Hours

51% said they’d notice instantly. Not “eventually.” Not “when I happen to tune in again.” Instantly. Another 34% would notice within a few hours, by the time they got in the car. Add those up: 85% of your audience would notice within the same day if their favorite show vanished. Only 3% said they wouldn’t notice at all. Let that sink in.

The narrative that radio is just background noise, that people tune in and tune out without thinking, that your content doesn’t really matter because listeners aren’t that engaged? This data says that’s garbage. People have real attachments to specific shows. They notice. They care.

Where 3,155 Radio Listeners Go When Their Favorite Show Disappears

Here’s where it gets interesting (and a little scary).

We asked: If your favorite show disappeared tomorrow, what would replace it?

• 51% said they’d switch to another radio station that played something similar.
• 29% would switch to streaming (Spotify, Apple Music, etc.)
• 17% would go to podcasts.
• 3% would choose silence. (Honestly, respect to those people. Sometimes silence is the move.)

What This Actually Means for Your Station

If a competitor’s show goes dark, you have a massive opportunity. Half of that displaced audience is actively looking for a similar show on the radio. They’re not defaulting to Spotify. They’re shopping for a new station.

This is the time to spend marketing dollars. Go to events. Flood social media with clips. Get the word out that you’re the obvious replacement. There’s a brief window where that audience is actively looking, and if you’re not visible, they’ll land somewhere else.

But here’s the flip side: If YOU lose a show, you’re just as vulnerable. That same 51% is going to start shopping around, and your competitors have the exact same opportunity to poach them. Losing a beloved show isn’t just a programming problem. It’s a retention crisis.

Hosts Are Stickier Than You Think

About a third of the audience would walk away from radio entirely if their favorite show disappeared. They’d go to streaming or podcasts instead of finding another station.

This is why talent matters. We talk about the importance of hosts all the time, but this quantifies just how sticky and powerful they are. Your hosts aren’t just filling time. They’re the thing keeping a chunk of your audience from abandoning radio altogether.

If you’re treating talent like interchangeable parts, you’re leaving the door wide open for Spotify to walk in and take a third of your listeners.

Spanish-Language Radio: Even More Loyal, Even More Sticky

When we broke out the data by language, the differences were striking.

Spanish-language listeners are even more tuned in. 53% would notice instantly (vs. 49% for English-language listeners), and 90% would notice within the day (vs. 80% for English-language).

And here’s the kicker: Spanish-language listeners are way less likely to bolt to streaming.

Only 23% of Spanish-language listeners said they’d switch to a streaming service if their favorite show disappeared, compared to 37% of English-language listeners. That’s a 14-point gap.

When Spanish-language listeners do leave radio, they split more evenly between podcasts (21%) and streaming (23%). They’re not just defaulting to Spotify. They’re actually considering their options, and one of those options is still audio content (podcasts) that radio stations can compete with.

Translation: Spanish-language radio has a built-in advantage when it comes to audience loyalty. But the same rules apply. Lose a beloved show, and you’re vulnerable. Protect your talent, and you’re protecting your audience.

The Podcast Problem (Or Opportunity, Depending on How You Look at It)

17% of listeners overall said they’d go to podcasts if their favorite show disappeared.

That’s not a huge number, but it’s not nothing either. And here’s the thing: a lot of stations aren’t aggressively pushing their own podcast content. So when that 17% goes looking for a podcast, they’re probably not finding yours. They’re finding Joe Rogan or Call Her Daddy or whatever true crime show is trending.

You could own that migration path. You’re just choosing not to.

The Bottom Line

Your audience is paying attention. They care about specific shows and specific hosts more than the industry gives them credit for.

When you lose a show, you’re not just losing a time slot. You’re creating a moment of active decision-making for your audience, and half of them are going to start shopping around. The other half might leave radio entirely.

Protect your talent. Invest in your shows. And if your competitor stumbles, be ready to move fast, because their displaced audience is up for grabs.

And a TL;DR for all of those who skim!

Frequently Asked Questions

How loyal are radio listeners to their favorite shows? Research shows 51% of radio listeners would notice instantly if their favorite show disappeared, with 85% noticing within the same day.

Are Spanish-language radio listeners more loyal than English-language listeners? Yes. 90% of Spanish-language listeners notice within 24 hours vs 80% of English-language listeners, and they’re 14 points less likely to switch to streaming services.

What do radio listeners switch to when their favorite show ends? 51% switch to another radio station, 29% move to streaming services like Spotify, and 17% go to podcasts.

This research was conducted by Crowd React Media, a division of Harker Bos Group in January and February 2026 with 3,155 radio listeners age 18+ across the US, including both English-language and Spanish-language radio audiences.

The post What Happens When Your Favorite Radio Show Disappears? The Answer Should Terrify (and Excite) You appeared first on Crowd React Media.

Speed matters when measuring recall. By fielding immediately after the broadcast, we were able to see what truly stuck with audiences, and just as importantly, what didn’t, while the experience was still fresh. Those surveyed? We found that around 67% of audiences 18+ had tuned into the Super Bowl, highlighting what a unique event it is, in today’s fractured media landscape.

While the Super Bowl remains one of the most valuable advertising stages of the year, our findings highlight a growing challenge for advertisers: earning attention and memory in a fragmented, multitasking environment.

How Viewers Experienced the Super Bowl

Traditional television still led overall, with 53% watching via cable or satellite. However, streaming now represents a substantial share of Super Bowl viewing.

• 20% watched on Peacock
• 24% streamed via the NBC Sports App, YouTube TV, or their cable provider’s streaming app

The generational divide was clear. Among adults 18 to 34, only 42% watched on traditional TV, while 53% streamed the game. Among viewers 55 and older, 67% watched on TV and 31% streamed.

Where viewers watched also varied by age. Overall, 73% watched at home, 15% attended a party, and just 3% watched at a bar or restaurant. But among 18 to 34-year-olds, 26% watched at a party, compared to only 9% of viewers 55 and older.

Despite platform shifts, engagement with the game itself remained strong. Sixty percent watched the entire game from start to finish, and another 29% watched most of it. In total, nearly nine in ten viewers stayed with the broadcast for the majority of the game.

Advertising Recall: What Broke Through and What Didn’t

When viewers were asked, in an open-ended format, to recall Super Bowl ads they remembered seeing, overall brand recall was limited, even among this highly engaged audience surveyed within hours of the game ending.

Nearly a quarter of viewers (24%) were unable to recall a specific brand at all, instead describing a commercial without naming the advertiser. Another 12% explicitly said they did not remember any ads or had forgotten them entirely.

Among named brands, Budweiser led recall at 21% overall. However, recall varied sharply by age. While 34% of viewers 55 and older remembered Budweiser, only 18% of adults 18 to 34 did so, highlighting a strong generational skew.

Dunkin’ followed at 14% overall, performing slightly stronger among middle and older age groups than among younger viewers.

Pepsi Zero Sugar ranked next at 10% recall, standing out as one of the few ads that aligned both with strong creative buzz and measurable audience memory.

Other major advertisers saw much lower recall. Pringles registered at 8%, State Farm at 6%, Bud Light at 4%, and T-Mobile at 4%.

One especially telling result was the role of celebrity-driven advertising. Six percent of viewers could recall a celebrity from a commercial but were unable to name the brand or product associated with them, reinforcing that star power captured attention without consistently anchoring brand memory.

Taken together, the data underscores a core challenge of modern advertising: even on the biggest media stage of the year, many ads struggle to create clear, lasting brand associations.

Celebrity Recognition Without Brand Recall

One of the most consistent patterns in the open-ended responses was celebrity recall without brand recall.

Many viewers could name a celebrity they remembered seeing in a commercial, sometimes multiple celebrities, but could not connect that memory to the sponsoring brand or product. In these cases, responses included only the celebrity’s name, with no associated advertiser.

This suggests that while celebrities may capture attention in the moment, they do not automatically translate into brand memory, particularly in a cluttered advertising environment.

For advertisers, this distinction matters. Attention alone is not enough if the brand itself fails to anchor that attention.

Favorite Ads: Few Clear Winners

When viewers were asked to name their single favorite ad, results reinforced how difficult it is to stand out.

Budweiser ranked first at 18%, but that preference was heavily driven by viewers 55 and older. Only 7% of adults 18 to 34 named Budweiser as their favorite, compared to 32% of the 55+ audience.

Seventeen percent of viewers could not name a favorite ad at all.

Dunkin’ followed at 10%, again reflecting familiarity and celebrity appeal.

Even the most liked ads failed to resonate universally, underscoring the challenge of creating creative that works across generations.

The Role of Attention and Multitasking

A major factor shaping recall is divided attention.

More than half of viewers (51%) reported using social media while watching the game. Among adults 18 to 34, that figure rose to 79%. For viewers 35 to 54, it was 52%, and for viewers 55 and older, just 21%.

Instagram and TikTok dominated among younger viewers, with 56% and 46% respectively. Facebook and Instagram led overall usage.

One notable surprise was X. Despite its reputation as a real-time sports conversation platform, only 10% of viewers reported using X while watching the Super Bowl.

For advertisers investing millions in a single airing, this context matters. Ads are competing not just with other commercials, but with entirely separate screens and platforms, particularly among younger audiences.

Halftime: A Different Advertising Story

Bad Bunny’s halftime performance drew strong engagement overall, with 56% watching the entire show and another 23% watching parts of it. But again, age shaped behavior.

Sixty-nine percent of adults 18 to 34 watched the full performance, compared to 39% of viewers 55 and older. Adults 35 to 54 tracked much closer to the younger audience in engagement.

When asked to name the sponsor of the halftime show, 27% correctly recalled Apple Music. Among adults 18 to 34, recall climbed to 34%.

While 27% may appear modest, it was the strongest unaided brand recall measured in the entire study, outperforming all individual Super Bowl advertisers.

In a night marked by limited ad recall, halftime sponsorship emerged as the most effective branding moment, particularly among younger viewers who otherwise showed the weakest ad memory.

What This Means for Media and Advertisers

The Super Bowl remains a powerful cultural event, but the rules of attention have changed.

• Streaming is now central, not secondary
  • Younger viewers are heavily multitasking
  • Celebrity alone does not guarantee brand recall
  • Creative acclaim does not equal audience memory
  • Integrated brand moments may outperform traditional spots

For media companies, agencies, and brands, the takeaway is not that Super Bowl advertising no longer works. It is that success depends on clarity, brand linkage, and understanding how audiences actually experience the event.

Real-time research helps move the conversation from assumptions to evidence, and from creative buzz to measurable impact.

Results are based on a sample of 512 Super Bowl viewers and have a margin of error of approximately ±3.7 percentage points at the 90% confidence level.

The post Super Bowl 2026: What 500+ Viewers Told Us About Ads, Streaming, and Attention in Real Time appeared first on Crowd React Media.

Marketing Millennials recently nailed this challenge in their newsletter with an insight that every broadcast sales professional should understand:

Credit: Marketing Millenials newsletter

Why This Matters for Radio & TV Sales

This isn’t just a TV problem; it’s a radio reality too. Here’s what’s happening:

A listener hears your client’s radio spot during their morning commute on Tuesday. They think, “I should check that out.” On Friday, they Google the business. The following week, they convert. Google gets the credit. Your radio campaign? Invisible in the attribution model.

The truth? Linear media (both radio and TV) often does the heavy lifting of awareness and consideration. Digital gets the assist at the bottom of the funnel and takes home the MVP trophy.

The Uphill Climb (And How to Make It Easier)

Let’s be honest about what we’re up against: Digital advertising has built-in attribution that makes CMOs and marketing directors feel safe. They can see clicks, track conversions, and show their boss a tidy spreadsheet. That’s powerful.

But here’s the opportunity: Understanding this dynamic makes you a better partner to your clients.

Turning Knowledge Into Sales Success

1. Set Expectations Upfront Don’t let clients be surprised when they see a spike in branded search or direct traffic after your campaign launches. Tell them in the proposal: “You’ll likely see increased website traffic, Google searches for your brand, and social media engagement. That’s us working.”
2. Use the Right Metrics Work with your clients to establish KPIs that capture radio and TV’s real impact:

• Branded search volume
• Website traffic patterns (especially after ad flights)
• Store visits during campaign periods
• Phone call tracking with unique numbers
• Promo code redemptions

3. Prove Your Impact with Brand Lift Studies This is where research becomes your competitive advantage. Brand Lift Studies give you the attribution story that digital can’t tell.

Pre/Post Studies measure your audience before and after campaign exposure, tracking shifts in:

• Brand awareness and recall
• Message association
• Purchase intent
• Brand perception

Forced Exposure Studies isolate your campaign’s impact by exposing a test group to your creative and comparing their responses to a control group. This proves causation, not just correlation.

These studies answer the exact question that Marketing Millennials raised: “Did that conversion happen BECAUSE of your ad, or was it going to happen anyway?” When you can show a client that brand awareness jumped 23% or purchase intent increased 31% directly because of their radio or TV campaign, you’re no longer guessing—you’re proving.

4. Educate on the Customer Journey Help clients understand that the path to purchase isn’t linear. Share frameworks about how broadcast media excels at building awareness and consideration (your traditional strong point) while also driving action. You’re not competing with digital; you’re making digital perform better.

The Bottom Line

Yes, you’re fighting an uphill battle against instant attribution. But you’re armed with something digital often lacks: the ability to reach people in high-attention moments, build genuine brand awareness, and create emotional connections that stick.

At Crowd React Media, we help radio and TV stations prove their impact through research that captures the full picture, not just the last click. Because the best partnerships are built on understanding the whole truth, not just the easiest-to-measure truth.

Your campaigns are working. Let’s make sure you, and your clients, get the credit you deserve.

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