The Country Study: Respondents Think The Music Is Better

 
This year's Country Radio Seminar featured a NuVoodoo Research study surveying 1,500 Country music fans, revealing shifts in how they discover music, engage with radio, and view the genre's direction. Presented by Carolyn Gilbert and Leigh Jacobs, the findings highlighted the interplay between traditional radio and rising digital platforms, while confirming fans' lasting appreciation for Country's honesty, humanity, and authenticity.

One of the study’s key revelations was the divergence in listening habits across age groups. Older demographics, particularly those aged 45-54, remain loyal to AM/FM radio, with 59% citing it as their primary source for discovering new songs. In contrast, younger fans aged 18-24 are increasingly turning to digital avenues, with YouTube and streaming services like Spotify, Apple Music, and Pandora surpassing traditional radio in popularity.

Across all respondents, the top three channels for finding new country music were identified as YouTube, streaming platforms, and broadcast radio, reflecting a broader trend of technological integration into the listening experience. Despite the rise of digital options, radio retains a vital role in promoting live events, with 41% of fans reporting it as their main source for concert information. A Nashville-based respondent captured this sentiment, stating, “I usually hear about artists either on the radio or, to be honest, I walk through Music Row and see the posters,” highlighting radio’s continued relevance in the heart of country music culture.

The study also delved into fans’ perceptions of the genre’s evolution, revealing a complex and divided landscape.

Nearly half of those surveyed believe country music has improved in recent years, pointing to factors like the resurgence of traditional elements—such as classic guitar-driven sounds—and the genre’s growing mainstream appeal through cross-genre collaborations. A Texas listener expressed enthusiasm for this shift, saying, “I like how it’s getting back to more guitar – more classic country guitar.” Conversely, only 16% of respondents feel the genre has declined, though longtime listeners with over a decade of fandom were more critical, with 22% arguing it has worsened compared to 42% who see improvement. Some detractors voiced unease about country music’s increasing similarity to pop, fearing a dilution of its roots. This polarization underscores the challenge artists and broadcasters face in balancing innovation with tradition to satisfy a diverse fanbase.

Listening preferences further illustrate the interplay between tradition and modernity. In-car listening remains dominated by radio, with 61% of respondents tuning into AM/FM while driving, a testament to its convenience and accessibility on the road. However, at home and in the workplace, streaming has gained significant ground, particularly among younger audiences who favor the control and variety offered by platforms like Spotify and YouTube Music. Common complaints about radio included poor signal quality, excessive commercials, and repetitive playlists—issues that drive some listeners to digital alternatives.

One respondent questioned radio’s competitiveness, asking, “Why would I listen to [radio] with bad signal and commercials when I can just turn on YouTube Music for a seamless experience?” This sentiment highlights the pressure on broadcasters to adapt to changing listener expectations.

Yet, despite the encroachment of streaming, country radio’s unique strength lies in its human element—its on-air personalities. Nearly half of listeners praised their favorite stations’ air talent for fostering a sense of community, delivering entertainment, and offering deep knowledge of the genre. Qualities like humor, authenticity, and relatability were frequently cited as reasons for their appeal, with morning shows standing out as a particularly strong draw.

However, the study also raised a red flag: 36% of respondents noted that many beloved personalities have disappeared from the airwaves in recent years, likely due to industry-wide staff cuts. This trend has sparked concern among fans about whether such reductions could erode the personal connection that has long been radio’s hallmark, potentially weakening listener loyalty over time.