Luminate: Radio Still Significant Source For Music Discovery, Even Among Gen Z, Millennials.

As far back as 40 years ago, recorded music researchers were reporting the top two sources of consumer learning about new music in the U.S. as word-of-mouth from friends or relatives, and AM/FM radio.

According to Luminate Insights’ most recent consumer research Music 360 survey, those two, along with streaming services, are the most popular discovery channels among U.S. music listeners today. Friends/relatives is mentioned by 44%, followed by AM/FM and streaming with 43% each, then social media at 36%, movies/soundtracks 35%, and TV 33%.

Luminate’s findings show more potentially good news for radio when it comes to key demographics and music discovery: more than half (54%) of Millennials and 38% of Gen Zs say they use radio to learn about new music.

“While streaming has expanded the ways in which fans engage with music, it’s clear that curious listeners still find musical serendipity in different places, as discovery is all around us,” Luminate’s Head of Independents Haley Jones says in a blog post. “[While] music listeners still have access to a variety of ways to discover new music, radio still resonates with younger audiences.”

Jones acknowledges that more ways to discover new music present more challenges for radio programmers. “The top of the charts and popular genres dominate the radio, while eclectic artists and niche genres are easily accessible on streaming platforms. But what happens when even your new music playlists start to feel stale? Algorithmic programming, much like radio research, uses the past to suggest the next play. Without proactive curiosity — like ending conversations with ‘What’s the best thing you’ve heard lately?’ — it’s easy for the musical well to run dry.”

To capitalize on discovery trends, Jones suggests comparing the 1,000 artists that streamed the most in a genre this year to the acts that got the most spins. “The sweet spot for opportunity lies above the yellow line where streaming outpaces radio,” she writes, “and these artists may be primed for a broader fanbase and increased exposure.”

For what it’s worth, Luminate’s blog notes that among the artists currently above that yellow line are singer/songwriter Beebadoobee, indie rockers Boygenius, singer/songwriter and rapper Brent Faiyaz, rapper Rylo Rodriguez, rapper and songwriter BigXthaPlug, and country acts Tyler Childers, Koe Wetzel, and Red Clay Strays.