Preparing for the 2027 Listener

Recently, I joined a Christian Music Broadcasters webinar (here’s the link to watch) to talk about the near future and how to prepare for it. 

Here are the questions that I was asked to prepare for and my answers below.



 

1. Who is the 2027 listener? What are the biggest changes you’re seeing in how people consume audio and media?

They have more choices than ever before. They’re moving between streaming services, podcasts, YouTube, social media, and traditional radio to what’s capturing their attention. Radio’s competing with everything that occupies someone’s time and attention. Radio’s competing for a place in someone’s life.


 

2. What isn’t changing? Even as technology and listening habits evolve, what fundamental needs are listeners still looking for Christian radio to meet?

People still want to feel loved. They want to feel understood. They want encouragement. They want hope. And they want to know they’re not alone. One of the things I remind people I coach is that we’re not talking to a group of people. We’re talking to an individual who has real life happening. Someone’s dealing with a difficult marriage. Someone’s worried about their kids. Someone’s struggling financially. And someone may just be having a great day. Radio’s opportunity is to meet people in those moments. The technology delivering the message will change, but the human heart receiving it won’t.


 

3. How is music discovery changing? Where are listeners finding new music, and what role can Christian radio uniquely play?

Music discovery isn’t owned by radio anymore like it used to be. And I think we need to be comfortable acknowledging that. But there’s a difference between discovering a song and developing a relationship with it. Christian radio has an opportunity to help listeners connect with the meaning behind the music. You can introduce the story behind a song. You can share how a particular lyric impacted someone’s life. You can create emotional connections that go beyond simply playing the next song. That’s where on-air personalities can make a big difference too. An algorithm can introduce you to a song. A great radio personality can help you fall in love with it.


 

4. Why choose Christian radio when every song is available on demand?

I think this is one of the most important questions we should be asking. Listeners can build their own playlists. They can skip songs. They can listen without commercials. And they can hear exactly what they want whenever they want. So, what do you offer that a playlist doesn’t? Radio offers companionship. You offer a sense of community. You offer shared experiences. And you offer personalities who can become familiar, trusted voices in someone’s life. The music gives people a reason to tune in, but the relationship they develop with the station can become a powerful reason to come back. Humanity, authenticity, personality and connection ARE SO IMPORTANT in an increasingly algorithmic world.


 

5. How is the role of the on-air personality changing? In a world of algorithms, AI, and unlimited content, does human connection become even more important?

I think the on-air personality is becoming more important, not less. But the expectations are changing. For years, we’ve coached personalities on being concise, being relevant, and making sure everything they say has a purpose. Those things still matter. But I think authenticity is becoming more important, especially to Millennials and Gen Z. They want vulnerability when it’s appropriate. They want honesty. They want someone who understands what they’re experiencing. Not being so polished is okay. If you’re not already, start becoming someone listeners genuinely want to spend time with. AI can help DJs prepare content, research ideas, and become more efficient. But it shouldn’t replace the personality’s perspective, lived experiences, or ability to connect emotionally.


 

6. Are we thinking too narrowly about what it means to be a listener? How should we value someone who connects through social media, YouTube, podcasts, apps, or events?

I think we absolutely need to expand our definition of a listener. Radio has defined success by how many people listen to your radio station and how long they stay. But what about someone who follows your morning show on Instagram, watches videos every week, attends your events, and shares your content with friends? And I think this is especially important for on-air personalities. The relationship with you doesn’t have to end when someone gets out of the car.


 

7. What three things would you start doing now to prepare for 2027?

1. Invest in developing your personalities. I would spend more time coaching your personalities to create content that is authentic, relatable, and emotionally engaging. Deepen relationships with listeners.
   
2. Rethink how you connect beyond the radio show. I would look at every opportunity to extend the relationship beyond the radio. Whether that’s video, social media, podcasts, or community events, create opportunities for people to connect with your personalities and your mission throughout their day. You can’t chase every platform. I’d focus on the places where you can build genuine relationships.
   
3. Become obsessed with understanding the listener. What are they worried about? What brings them joy? What challenges are they facing? What are they talking about with their friends and family? The better you understand their lives, the better equipped you’ll be to create content that matters.


HERE’S THE TAKAWAY

Invest in your people. Extend your relationships. Understand your audience.