CRS Attendees Hear About Evolving Listener Trends

This year’s CRS research presentation unveiled new perspectives on how Country music fans find fresh tunes, interact with radio, and view the genre’s ongoing transformation. As ever, authenticity and relatability remain the heartbeat of what pulls listeners into the fold.

The study, conducted by NuVoodoo with 1,500 Country music enthusiasts, spotlighted evolving listening trends and painted a picture of a shifting landscape for country radio and streaming. Carolyn Gilbert, President of the analytics firm, and Leigh Jacobs, EVP of Research, delivered the findings.

Key Takeaways:

• While older fans still lean on FM/AM radio, younger audiences are flocking to digital platforms. The research pinpointed YouTube, streaming services, and broadcast radio as the top trio for uncovering new country tracks.
• For the 45-54 age group, 59% stick with radio to scout new songs, but among 18-24-year-olds, streaming and YouTube take the reins. Even so, radio holds its ground as a vital channel for concert buzz, with 41% of fans naming it their go-to for live show updates.
• Opinions split on the genre’s trajectory: nearly half of those surveyed feel country music has gotten better lately, while just 16% think it’s taken a downturn. Longtime listeners—those with a decade or more under their belts—are the most divided, with 22% sensing a decline and 42% seeing progress.
  
• In-car listening still crowns radio king, with 61% of fans dialing into AM/FM on the road, though streaming dominates at home and work. Younger crowds are ditching traditional radio, favoring Spotify, Apple Music, or Pandora instead. Across the board, gripes about radio include spotty signals, ad overload, and playlists stuck on repeat.
• 40% of respondents said they tune in primarily for the music, with less interest in on-air personalities. Among the hosts who received positive mentions, Bobby Bones, Cody Alan, Kix Brooks, Lon Helton, and Big D & Bubba stood out. Listeners valued traits like humor, a lighthearted approach, and entertainment value most highly.
• Yet, even with streaming’s surge, radio’s ace in the hole remains its on-air voices. Close to half of country radio fans prize their station’s personalities for their community ties and entertainment chops. Humor, realness, and a deep well of country know-how topped the list of cherished host traits. Morning shows, especially, keep reeling listeners in. 

Still, 36% of fans noted their favorite DJs have been axed in recent years, sparking worries that staff slashing might be dimming the connection with audiences.