TikTok, Radio, and Podcasts: Young People and the New Frontiers of Listening
In an era where social networks dominate communication, one might wonder whether traditional radio still holds relevance, especially for younger generations.

Surprisingly, the answer is yes. But what do young people prefer—radio or podcasts?
And what role does TikTok play in shaping these platforms?
Among the daily listeners of the 30 most popular radio stations worldwide, 15.3% belong to the 14-24 age group. Radio is far from obsolete; in fact, it continues to thrive, thanks in part to social media, which amplifies its reach among millions of young listeners.
TikTok, in particular, stands out for its high engagement levels, with users actively participating and generating spontaneous content. While trending topics vary between Instagram and TikTok, discussions often revolve around radio shows, daily life, and celebrities.


Although traditional radio has successfully adapted to the digital landscape, podcasts have emerged as the new frontier of audio consumption for many young people. They offer a personalized, on-demand experience, allowing listeners to choose what and when to tune in. However, radio maintains an edge with its continuous content flow and real-time immediacy—something podcasts cannot replicate. On the other hand, podcasts provide greater flexibility and a wider range of topics, from news to entertainment, all accessible at the tap of a button.
Both formats have unique strengths and can coexist, offering complementary experiences. Radio will continue to evolve with the help of social media, while podcasts will keep growing in popularity. For Generation Z, the real winner isn’t one platform over the other—it’s having access to a diverse range of content that caters to their interests and preferences.
Radio isn’t dead—on the contrary, it’s thriving, supported by social media and evolving with modern communication trends. And podcasts? They’re here to stay, redefining how we listen.