New Study Reveals In-Car Audio Preferences by Generation

Modern infotainment systems are shifting control from radio programmers to drivers, allowing them to customize “favorites” menus with streaming audio, downloads, and satellite content alongside AM/FM radio. 

However, not all drivers have access to these systems. With the average U.S. car age exceeding 12 years, many rely on older setups lacking advanced features. Still, the trend toward digital audio is accelerating, with over 15 million new cars sold annually.

NuVoodoo Research is releasing a two-part series explores in-car audio trends. 

• Part 1 analyzes generational and gender-based preferences, from streaming’s dominance among younger drivers to radio’s stronghold among Boomers and Gen X. 
• Part 2 examines the auto replacement cycle, its impact on digital media access, and the top five advertising opportunities on digital dashboards.

NuVoodoo Research’s Q1 2025 Consumer Media Study surveyed 2,908 U.S. consumers aged 14+ on two questions:

1. Which audio sources do you regularly use in your car? (Multiple responses allowed)
2. How much of your total in-car listening time goes to each source? (Percentage share)

Here's what the study reveals: 

• Gen Z (Ages 14–25): Streaming is the cornerstone of in-car audio, with 45% regularly using music apps, accounting for 42% of listening time (31% phone-based, 11% built-in). AM/FM radio, used by 18%, comprises only 20% of time (7% FM, 13% AM), less than half of streaming’s share. Downloaded music (13%) contributes 7%, while podcasts (9%) and audiobooks (8%) together represent 17% of users but 18% of time (11% podcasts, 7% audiobooks).
• Millennials (Ages 26–41): Streaming leads with 42% regular use, making up 33% of listening time (21% phone, 12% built-in). AM/FM radio, used by 29%, accounts for 22% (13% FM, 9% AM). Podcasts (13%) and audiobooks (11%) contribute 18% and 7% of time, respectively. Downloaded music (14%) and SiriusXM (11%) each add less than 10%.
• Gen X (Ages 42–57): AM/FM radio remains strong, with 45% regular use and 22% of time (13% FM, 9% AM). Streaming, used by 27%, claims 24% of listening (14% phone, 10% built-in). Podcasts (6%) and audiobooks (4%) have niche appeal but significant time shares (23% and 4%). Downloaded music (10%) and SiriusXM (12%) contribute 5% and 6%, respectively.
• Boomers+ (Ages 58+): AM/FM radio dominates, with 60% regular use and 38% of time (31% FM, 7% AM). Streaming, used by 7%, accounts for 14% (7% phone, 7% built-in), likely boosted by newer car purchases. SiriusXM (16%) adds 8%, while downloaded music (6%), podcasts (3%), and audiobooks (3%) play minor roles. Notably, 23% of Boomers report not listening to audio in cars.

Younger generations’ streaming preference reflects access to newer vehicles with integrated infotainment, while Boomers and Gen X, often driving older models, rely on radio due to habit and hardware. 

As aging cars are replaced by digitally equipped models, in-car audio is shifting toward streaming, reshaping listening habits and opening new digital advertising opportunities.