Public radio’s committed listeners value local connection, but many want their stations to demonstrate more of it, according to Jacobs Media’s Public Radio Techsurvey 2026 findings presented October 7.
Radio Ink reports that 74% agree local character is a primary radio advantage. Only 39% strongly agree their station is well connected to its community, while 47% want greater community visibility. Among Millennial respondents, that last figure reaches 68%.
Digital platforms account for 43% of respondents’ reported listening to their primary station, compared with 54% through broadcast. Community connection therefore has to travel across the station’s products, including its stream and digital reporting.
Who Was Surveyed Matters
The opt-in study gathered 17,013 responses from core users of 49 U.S. public radio stations between June 9 and July 14. Participants came mainly from membership and email databases, and results were weighted only by market size. These findings do not represent all public radio listeners.
The RNN Question
If local connection is radio’s advantage, why do so many committed listeners want more of it? Stations can use that question to examine neighborhood reporting, recognizable local personalities and opportunities to meet listeners beyond a fundraising appeal.
Sources: Radio Ink’s October 8 findings and methodology · Jacobs Media’s webinar overview