Core public radio listeners are showing stronger financial commitment than ever, according to Jacobs Media’s Public Radio Techsurvey 26, yet the results may mask deeper vulnerabilities for stations that resist change.
The 18th annual study of core public radio fans found that 72% of respondents said the current political climate and resulting fiscal pressures on stations have led them to increase their support—up from 64% in last year’s survey, which itself followed the federal rescission of public media funding. That earlier spike was already viewed as exceptionally high; this year’s even stronger reading underscores an energetic loyalty that has drawn extensive trade coverage.
The survey, conducted with the Public Media Content Collective and based on roughly 17,000 responses from listeners at 49 stations fielded in June and July 2026, also recorded a Net Promoter Score of 70 for the second consecutive year.
Support held up even among listeners facing economic strain. Fifty-three percent reported a major or significant negative impact on their households, and among the 10% citing the maximum effect, 69% still planned to increase contributions. The findings suggest many core listeners view public radio as a priority worth defending.
Support held up even among listeners facing economic strain. Fifty-three percent reported a major or significant negative impact on their households, and among the 10% citing the maximum effect, 69% still planned to increase contributions. The findings suggest many core listeners view public radio as a priority worth defending.
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At the same time, Jacobs Media has flagged indicators that the encouraging totals could prove a false positive, particularly for stations hesitant to move beyond the status quo. The average respondent is now over 65 years old. Only 39% strongly agreed that their preferred station is closely connected to the local community. And while the overall Net Promoter Score remained high, word-of-mouth strength continues to lag at news/talk stations relative to AAA and classical outlets—a multi-year softening that began during the pandemic.
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| 3 in four view "Local" as an edge among Younger Demos |
At the same time, Jacobs Media has flagged indicators that the encouraging totals could prove a false positive, particularly for stations hesitant to move beyond the status quo. The average respondent is now over 65 years old. Only 39% strongly agreed that their preferred station is closely connected to the local community. And while the overall Net Promoter Score remained high, word-of-mouth strength continues to lag at news/talk stations relative to AAA and classical outlets—a multi-year softening that began during the pandemic.
The four pies here track public-radio Techsurvey respondents from 2023–2026. The 65+ share stays dominant (roughly 62–65%), while the overall average age edges up from 65.0 to 66.5.
These patterns point to an audience that is deeply engaged but aging and only moderately tied to local identity. For public radio operators who treat the latest loyalty numbers as validation of current practices, the data offers both reassurance and a warning: sustained support from the existing core may not substitute for broader audience development or stronger local differentiation. The full results were presented to participating stations in late September, with an industry webinar following in early October.
These patterns point to an audience that is deeply engaged but aging and only moderately tied to local identity. For public radio operators who treat the latest loyalty numbers as validation of current practices, the data offers both reassurance and a warning: sustained support from the existing core may not substitute for broader audience development or stronger local differentiation. The full results were presented to participating stations in late September, with an industry webinar following in early October.