Storytelling with Data Intelligence - How can iheartmedia attract a younger audience?

This research proposal analyzes iHeartMedia’s strategy amid shifting listener trends. Despite its extensive radio and digital portfolio, the brand faces challenges in engaging younger audiences (18-34). The study aims to identify factors driving platform choice and barriers to live radio engagement through targeted quantitative research. Insights will help refine iHeartMedia's digital strategy to boost listenership and loyalty among younger demographics.