Despite the rise of digital platforms, radio remains a significant tool for music discovery, as highlighted by Luminate Insights’ Music 360 survey. Friends and family top the list of music discovery sources at 44%, with AM/FM radio and streaming services close behind, each at 43%. Social media (36%), movie soundtracks (35%), and TV (33%) also contribute to discovery. Radio continues to engage younger audiences, with 38% of Gen Z and 54% of Millennials using AM/FM to find new music. However, Edison Research’s latest report shows radio’s role has declined, now ranking third among discovery sources overall at 58%, with sharper drops among listeners aged 12-34. Radio remains vital for older demographics, with 61% of listeners aged 35-54 and 72% of those 55+ relying on it. While fewer Americans now prioritize staying updated with music (49%), interest remains strong among younger listeners (59% of ages 12-34).