Classic Rock Radio: Thriving in a Digital Age
If classic rock radio where a person it might say, “Rumors of my demise have been greatly exaggerated!” Today, decades after the golden era of rock music, classic rock radio is very much alive. In fact, classic rock radio, once thought to be fading into nostalgia amid streaming dominance, is proving remarkably resilient and even expanding in 2025.
New midyear data from Nielsen Audio and industry reports paint a picture of a format that’s not just surviving but growing, driven by loyal listeners and strategic adaptations. As stations continue to play staples from Led Zeppelin, The Eagles, and Pink Floyd, the genre’s audience share has climbed, defying predictions of obsolescence.
According to Barrett Media’s Classic Rock Midyear Report Card, the format achieved a 6.4% audience share in Persons aged 6 and up during the first half of 2025, up from previous years. This growth is particularly notable in key demographics: among Adults 25-54, classic rock stations averaged a 7.2 share, reflecting its appeal to Gen X and older millennials who grew up with the music. The report highlights that while overall radio listening has dipped slightly due to podcasts and on-demand services, classic rock has bucked the trend, gaining 0.3 points year-over-year. Factors like economic uncertainty and a desire for familiar comfort music during turbulent times are credited for this uptick.
Top-performing stations underscore the format’s vitality. In New York, iHeartMedia’s Q104.3 (WAXQ) leads with a 5.9 share in Adults 25-54, blending hits from the ’70s and ’80s with live events. Chicago’s The Drive (WDRV) follows closely at 6.8, emphasizing deep cuts and artist interviews to engage fans. Los Angeles sees KLOS at 4.2, while Boston’s WZLX holds a strong 7.1 share. These stations often rank in the top five in their markets, outperforming contemporary formats like Top 40 or country in older demos. The success stems from curation: playlists that mix core artists like The Rolling Stones with lesser-known gems, appealing to both casual listeners and die-hards.
Demographics reveal a broad base. While the core audience is 45+, younger listeners (18-34) are tuning in via apps and smart speakers, discovering classics through social media or shows like Stranger Things. Women represent 42% of the audience, up from past years, thanks to inclusive programming. Challenges persist, though: competition from Spotify playlists and SiriusXM’s themed channels erodes some shares, and ad revenue dipped 2% midyear due to economic slowdowns. Yet, stations are adapting with HD subchannels for deeper dives and podcasts featuring artist stories.
Looking ahead, classic rock’s growth seems sustainable. With aging boomers and Gen Xers dominating radio consumption, and new tech integrations like voice-activated tuning, the format could hit 7% share by year’s end. As one programmer noted, “Classic rock isn’t just music—it’s a cultural anchor.” In an era of fragmentation, its timeless appeal ensures it rocks on.
