New study dives into public radio habits of millennials

A new study of millennial public radio listeners suggests that stations should focus on delivering more local and on-demand content to bolster their appeal to the country’s largest generation.

The Millennial Research Project, commissioned by the Public Radio Program Directors Association, found that millennials don’t fit commonly cited stereotypes of being lazy and addicted to technology. It also suggests that their habits are changing how media content is consumed. A common theme from the interviews was that respondents “hold public radio in the highest regard and commonly compare it favorably with the most credible news outlets,” according to an executive summary. But some interviewees also voiced frustrations. Paul Jacobs, VP and GM of Jacobs Media, said that he noticed a shift in perception after the election. Some respondents said they’re “agitated that journalists on public radio are not going far enough, they’re not questioning hard enough, they’re letting people get away with saying things that might not be true,” Jacobs said. “These are perceptions, but they were deeply embedded.” Those respondents “still value public radio,” he said. But “they’re getting a little irritated” and ”they feel there are times when public radio is falling short,” he added.