Paradise by the Dashboard Light? How In-Car Audio Preferences Vary by Generation

Fifteen years ago, our in-car audio choices were pretty basic: AM/FM radio, CDs, or maybe a Bluetooth connection if your car was ahead of the curve. Today’s vehicle infotainment systems are a whole new ballgame. From Spotify and SiriusXM to audiobooks and podcasts, drivers now curate their audio experience like a personalized playlist.

Modern infotainment systems have shifted the power from radio programmers to the drivers themselves. In newer models, drivers can program their system’s “favorites” menu, putting streaming audio, downloads, and satellite content on equal footing with traditional AM/FM radio. 

Reality Check— not everyone is driving the latest model off the lot. The average age of cars on U.S. roads is now over 12 years, which means many drivers still rely on older systems without all the bells and whistles. Still, the shift is unmistakable and growing every year as more than 15 million new cars are sold annually.

In Part 1 of this series, we will examine the generational and gender-based trends shaping in-car audio use — from streaming dominance among younger drivers to the continued stronghold of radio among Boomers and Gen X.  In Part 2, we’ll break down the auto replacement cycle, examine how it influences access to streaming and digital media in the car, and map out the five biggest advertising opportunities emerging on the digital dashboard.

🎧 The New In-Car Audio Hierarchy: What Americans Listen To Behind the Wheel

We surveyed 2,908 U.S. consumers ages 14 and up in Q1 of 2025 and asked them two key questions:

1. Which audio sources do you regularly use in your car? (Multiple responses allowed)

2. How much of your total in-car listening time goes to each source? (Percentage share of time)

Let’s start by looking at these results by generation and then break them down by gender within each age group.

🟦 Gen Z (Born~1997–2011): Streaming Rules the Road

For Gen Z drivers, streaming isn’t just popular — it’s the foundation of their in-car audio habits. Streaming music apps are used regularly by 45%, and when combining streaming via phone (31%) and built-in streaming (11%), streaming accounts for 42% of their total in-car listening time — the largest share of any generation by far.

By contrast, FM/AM radio, while still used by 18%, accounts for just 7% (FM) and 13% (AM) of listening — 20% total, less than half the share of streaming. Downloaded music sees regular use from 13%, with a modest 7% share of time. Spoken-word formats like podcasts (9%) and audiobooks (8%) are gaining ground and together make up 17% of respondents — but just 18% of listening share combined (11% and 7%, respectively).

🔍 Gender Insights:

• Gen Z females are especially streaming-heavy, with 38% of their listening time coming from phones and 13% from built-in apps, compared to 24% and 9% for males.

• Males show more connection to AM radio (15% vs.10%) and are slightly more likely to avoid streaming altogether.

🟩 Millennials (Born ~1981–1996): Streaming Is the New Normal, But Diversity Reigns

Millennials balance familiarity with innovation, showing strong engagement across a range of formats. Streaming apps lead the way in regular use at 42%, and when factoring in both phone-based (21%) and built-in (12%) listening, streaming accounts for 33% of their total in-car audio time. While not as dominant as Gen Z, it’s still the preferred format.

FM/AM radio is still used regularly by 29%, accounting for 13% (FM) and 9% (AM) of time spent — 22% total. Podcasts (13%) and audiobooks (11%) show strong appeal, with 18% and 7% of listening time, respectively. Downloaded music (14%) and SiriusXM (11%) round out the mix, each contributing less than 10% of time.

🔍 Gender Insights:

• Millennial women stream more from phones (26%) than men (17%), and lead in podcast listening (19% vs. 16%). In most of our studies in the past, Millennial men were the most important audience group for podcasters, so we’ll need to keep an eye on this trend. There are several hundred respondents behind each generational result, so we doubt this change can be explained away as a research wobble.
• Men edge out women in downloaded music (17% vs. 11%) and audiobooks (14% vs. 9%).

🟧 Gen X (Born ~1965–1980): A Split Between Analog Roots and Digital Curiosity

Gen X remains deeply connected to traditional formats, with 45% regularly using FM/AM radio, which combines for 22% of listening time (13% FM, 9% AM). Still, streaming is making real inroads: while only 27% report regular use of streaming apps, their combined streaming share (from phone and built-in apps) is a strong 24% (14% phone, 10% built-in).

Podcasts (6%) and audiobooks (4%) may not be widely used, but their share of listening-time (23% and 4%) suggests that when these platforms are used, they’re used deeply. Downloaded music (10%) remains relevant but only accounts for 5% of listening. SiriusXM (12%) is stable, contributing 6% of time.

🔍 Gender Insights:

• Gen X women lead in podcast listening time (26% vs. 20% for men), while men lean toward AM radio (12%) and SiriusXM (16%).

• Both genders show similar streaming behavior by time share, though women slightly favor built-in apps, while men lean more on phone-based streaming.

🟥 Boomers+ (Born ~1964 or Earlier): Holding Strong to Radio, But Streaming Makes Quiet Inroads

Of all living generations, Boomers+ is the segment where traditional radio dominates: 60% regularly use FM/AM, and these formats account for 38% of their in-car listening (31% FM, 7% AM). While only 7% use streaming apps regularly, their actual listening share is slightly higher at 14% combined — 7% via phone and 7% via built-in apps — likely driven by newer car purchases in retirement or assistance from younger family members configuring infotainment systems.

SiriusXM (16%) continues to be a strong option, accounting for 8% of listening, while downloaded music (6%) and audiobooks/podcasts (each at 3%) play smaller roles. Notably, Boomers are also the most likely to not listen to anything in the car — with 23% reporting “don’t listen in car.”

🔍 Gender Insights:

• Boomer males slightly under-index on FM/AM use (59%) but are heavier users of SiriusXM (19%).

• Boomer females are far less likely to use any form of streaming, with only 4% of their in-car listening tied to mobile-based streaming and 8% from built-in apps.

The Big Picture

So when we see younger generations leaning into streaming, it’s not just a matter of taste — it’s about technology access. Gen Z and Millennials are far more likely to drive newer cars (or inherit them from parents who did), and they expect seamless integration with streaming apps. Boomers and Gen Xers — many of whom are behind the wheel of older models — remain more tethered to traditional radio, driven by both habit and hardware limitations.

But that’s changing fast. As millions of aging vehicles cycle off the road each year, they’re being replaced by infotainment-rich, digitally native dashboards. And with every new upgrade comes a reshuffling of the in-car audio hierarchy — not to mention an expanding set of opportunities for digital advertisers.

📌 In Part 2 of our series, we’ll dive into how the car replacement cycle is transforming audio media access, and explore the emerging strategic playbook for reaching consumers inside the car — from streaming audio and podcasts to location-aware, dashboard-based advertising.

Next Steps

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🚀 Ready to turn research into results?  Let’s talk. Reach out to us anytime at tellmemore@nuvoodoo.com — and see what’s possible when strategy meets implementation.