Millennial here – I work for public media. But do I use it?

By Anne Glausser , Assistant Station Manager, Ideastream Public Media

It’s no secret that the public media audience tends to skew older. It’s on the minds of many in the system about how to attract and serve a younger, more diverse audience. Without building up the next generation of users, where does that leave us???

Magnificent Noise Co-Founder Eric Nuzum zeroed in on millennials during a Public Media Content Collaborative webinar last year, saying they are the foundational group for public radio and its next generation, yet they listen less than half the amount of an average Baby Boomer. The main reason for this, as described in a recent Public Radio Meta-Analysis , is that younger audiences feel like public media is talking to someone else, like they’re a secondary audience.

I’m a millennial myself. And though I am obligated to watch, listen and consume public media as an Ideastream Public Media employee – the delightful fact is I like doing so. I’m one of those kids who grew up listening to NPR in my parent’s car, so I had the habit instilled in me at a young age. As I’ve gotten older, and now have young kids, my habits have changed with the times and the chaos of life and of the media in general.??

I, like many, face a deluge of information. Sometimes I crave quiet. I’ve noticed more offerings in the content space that focus on helping people relax, meditate, sleep – for example, relaxation media was one of the core “entertainment” sections on a United cross-country flight I took recently. While I certainly feel the effects of information overload and news fatigue, and the temptation of other compelling content offerings (I’m a cord cutter and have too many streaming subscriptions), there’s still a space, an important space, for public media in my life – and I think for others in my generation as well.?

Here’s how it folds into my life:?

I begin my day listening to WKSU’s Morning Edition, from a regular AM/FM radio in my kitchen or sometimes a smart speaker. I associate my blurry pre-coffee state with Amy Eddings saying, “Local news now from WKSU, Ideastream Public Media.”?

Throughout the day, I’ll use the Ideastream app on my phone to scroll through local news stories and listen to live special coverage when big events happen, like the assassination attempt of former President Trump or President Biden’s decision to drop out of the 2024 race. I also listen to local podcasts on the app, like Living for We, Mary & Bill, and our core local talk show Sound of Ideas.?

When at work, I stream our classical music station, WCLV , on my laptop while I’m trying to get in the zone on a project, like writing this.?

When I'm picking up the kids, I like to stream JazzNEO from the HD car radio, when my head is spinning from the day’s tasks and to-do lists and I need an escape.??

Then, my six-year-old daughter comes home tired (and often cranky) from a long day at school, and I’ve learned that she needs a big glass of orange juice, something salty and 15 minutes to zone out playing the PBS Kids Games app on her “lilypad.” I’ve heard from others with similar habits, like my friend and President of neighboring PBS Western Reserve Natalie Pillsbury, whose daughter enjoys Lyla in the Loop, Let’s Go Luna and other videos on her tablet. We both feel a bit less guilty about screentime when they’re engaging with PBS content.?

For myself, I use the PBS app (and the member version, Passport ) to watch NOVA, Nature, and sometimes a corset drama or two. Lately, I’m watching Madame K , a WWII drama that takes place in an elite brothel in Estonia, where the women find themselves trying to extract secrets from Russian officials stationed in the country.?I also am into Royal Flying Doctor Service , and if you like Grey’s Anatomy, I recommend it.

Several of my friends are core WKSU listeners, and listen in their cars, kitchens, through apps and the like, but what strikes me is they also like to talk about the stories they’ve heard, especially the local ones. This conversational element aligns with what research into what millennials want from public media has shown:?

They value community and connection.??

In addition to wanting fact-based and independent journalism, millennials as a group appreciate multiple perspectives, a focus on local news, and hosts with less polish and more authenticity, someone they can get to know personally. Audiences want a greater variety of programs and more stories that are relevant to their daily lives. Even though the public media of today hits on many of these themes, there is work to be done to become essential to younger generations.?

There’s a clear charge to those in public media to build the next generation of users; it’s both a daunting and exciting moment. To turn this into a reality, we need to discover ways we can relate and speak more directly to younger generations.?

But, how??

There are many avenues we can dip our toes into. There’s a strong case for doubling down on local, relevant journalism and sharing it in the right digital spaces, and we’re doing this and working to improve it as well. There’s also room for more creativity in our vision. Maybe it’s a new service launch, like a music discovery station featuring regional artists. Maybe it's rethinking some fundamentals. Maybe it’s expanding offerings that help people relax and unwind, or going deeper into the world of podcasting, or doing youth radio workshops in the community, or more events in general. Certainly, it will involve more engaged local journalism where relationships are central rather than tangential or transactional. Maybe it’s more presence on social media, maybe it's content that gets people off social media and outside like audio guides to Metroparks trails.?

Perhaps it’s all the above – we need to continue to explore, experiment, listen, and focus on the needs and wants of younger generations if we hope to integrate public media into daily habits and routines.