New Nuvoodoo research indicates that even with the rise of streaming platforms and music-on-demand, radio’s relevance is still right up there, with different demographic groups embracing our medium to varying degrees. According to Nuvoodoo VP/Research Leigh Jacobs, “Overall, it’s more positive than negative. But there is a sharp generational shift.” The study showed that among respondents in the Gen X demographic—now in their forties—43% are high on radio personalities. Millennials, the next-oldest group, is slightly less enthusiastic but still generally positive. But when you arrive at Gen Z, almost three-quarters are neutral or negative about the people they hear on the radio.