For years, marketers have been told that the future belongs exclusively to digital platforms. But a fascinating new three-year study suggests the story is much more nuanced.
Crowd React Media’s State of Media 2026 examined the media habits of more than 1,000 American adults over three consecutive years, tracking not just which platforms people use, but how consistently they engage with them. That long-term perspective makes this report especially valuable because it distinguishes between short-term fluctuations and lasting trends.
The findings should be encouraging for businesses throughout Northern Utah, Cache Valley, Logan and Southern Idaho.
Consumers haven’t abandoned traditional media. Instead, they’re becoming more selective about where they spend their attention. The winners aren’t necessarily the newest platforms—they’re the ones people trust.
Radio Isn’t Just Surviving. It’s Staying Consistent.
One of the report’s strongest conclusions is that radio’s greatest strength is stability.
While many digital platforms experienced noticeable declines in frequent engagement, radio remained remarkably consistent over the three-year study. Weekly reach held steady, listening sessions continued to average 30 minutes to an hour, and audiences continued making radio part of their regular routine.
That consistency matters.
Advertising works best when consumers hear your message repeatedly in environments they visit regularly. Radio continues to provide exactly that kind of dependable exposure.
As the report notes:
“When every other platform is trying to explain why their numbers moved, radio gets to explain why its numbers didn’t.”
For local businesses, that’s a significant advantage.
Afternoon Drive Is Becoming Prime Time
Another trend mirrors what we’ve recently seen from Nielsen listening data.
For decades, morning drive dominated radio listening. But Crowd React Media found that afternoon listening continues to grow as listeners become increasingly committed during the drive home. Working and commuting have both rebounded, creating valuable listening opportunities throughout the afternoon.
Here in Cache Valley, that creates tremendous value for advertisers.
Cache Valley Media Group offers highly engaging afternoon programming including:
- KVNU’s “For the People” with Jason Williams
- 106.9 The FAN’s “The Full Court Press” with Eric Frandsen and Jason Walker
- Afternoon personalities across KIX 96.7, Q92.9, KOOL 103.9, Utah’s VFX, Juan 97.3 and our other local stations
These aren’t anonymous playlists. They’re trusted local personalities talking about the issues, sports, events and businesses that matter right here in Northern Utah.
Younger Audiences Still Want Local
Perhaps the report’s biggest surprise involved younger listeners.
Conventional wisdom says younger consumers only want streaming audio and social media.
The data says otherwise.
Adults ages 18-34 were twice as likely as adults over 55 to say local content is one of the reasons they listen to radio. Forty percent of younger listeners cited local content compared to just 20% of older listeners.
That’s a remarkable finding.
It suggests younger audiences still value:
- Local personalities
- Community events
- High school sports
- Local news
- Conversations happening where they live
Those are exactly the strengths local radio has delivered for decades.
Whether it’s Joey and Lauren, Jeff and McCall, Lynn Simmons, Heather Bailey, Mike in the Morning, Will Feelright, JD Walker, Craig Hislop, Jason Williams, Bill Walter, Eric Frandsen and Jason Walker, or our Spanish-language personalities Claudia Chilena and Carolina Calbimonte, listeners continue choosing authentic local voices over algorithm-generated playlists.
Streaming TV Should Be Part of the Marketing Mix
The report doesn’t suggest abandoning digital media.
In fact, it highlights important opportunities with streaming television.
Streaming subscriptions remain incredibly strong, but viewers are opening their favorite apps less frequently than they did a year ago. Meanwhile, adults ages 35-54 have become streaming TV’s most active users.
For businesses, this creates an excellent opportunity to incorporate Connected TV (CTV) and streaming television advertising into a broader marketing strategy.
Cache Valley Media Group’s digital marketing solutions allow advertisers to target streaming television viewers alongside radio, online display advertising and other digital products.
Instead of choosing between traditional and digital media, today’s smartest campaigns combine both.
Local News Still Matters
Another encouraging finding centers on news consumption.
While audiences now gather news from multiple sources throughout the day, the desire for local news remains strong.
The report found that local news continues to be one of cable television’s strongest assets, while younger viewers increasingly access local news through streaming platforms. Consumers aren’t abandoning local journalism—they’re simply consuming it in different ways.
That’s good news for organizations like Cache Valley Daily and KVNU News, which continue providing trusted local coverage across multiple platforms.
Businesses benefit by advertising alongside credible local journalism that audiences actively seek out.
The Marketing Lesson
Perhaps the biggest takeaway from this study is that marketing shouldn’t become an either-or decision.
Instead of asking:
- Radio or digital?
- Streaming or broadcast?
- Traditional or online?
Businesses should ask:
“How do we reach consumers wherever they’re spending their time?”
The answer increasingly includes all of the above.
Radio delivers consistency, trusted personalities and local connection.
Streaming TV delivers highly targeted video advertising.
Digital products provide precision targeting and measurable results.
Local news creates credibility and trust.
Together, these platforms reinforce one another and keep your business visible throughout the customer journey.
Local Connections Still Win
Technology continues to evolve, but one thing hasn’t changed.
People still want authentic connections.
They still trust familiar voices.
They still care about what’s happening in their own communities.
And they still respond to businesses that become known before they’re needed.
That’s why integrated marketing campaigns combining local radio, streaming television, digital products, social media, and trusted local news continue producing results throughout Cache Valley, Northern Utah and Southern Idaho.
The platforms may evolve, but trust never goes out of style.
*Source: Crowd React Media, State of Media 2026, a three-year study of U.S. adult media consumption habits.
