2025 Arizona Media Study Unveils Surprising Statewide Shifts in Media Habits and Local Trust

PHOENIX – A new study conducted by the Arizona Media Association and the Arizona Local News Foundation reveals significant trends in media consumption among Arizonans. Released annually, this report, in collaboration with research firm SmithGeiger, represents the most comprehensive analysis of media behaviors in the state.

The 2025 study indicates an overall increase in media consumption, with local radio and streaming television at the forefront of this growth. Notably, Arizonans continue to discover new products and services primarily through television and radio commercials, with online advertising closely trailing behind.

Social media platforms have seen substantial year-over-year increases in usage. YouTube, Facebook, Instagram, and TikTok have all gained traction among users. Furthermore, YouTubeTV has experienced a remarkable spike in paid subscriptions, with one in four Arizonans now signed up, reflecting a 10% increase from 2024.

While paid streaming audio services like Spotify and Apple Music have witnessed a decline, YouTube Music has shown slight growth. Additionally, 57% of Arizonans utilize local email newsletters and blogs for community news and information, highlighting a preference for localized content. Interestingly, 12% of respondents reported subscribing to an AI chat service or platform, signaling a shift towards emerging technologies.

Trust in local media remains strong, with 86% of respondents expressing either neutral or positive opinions toward local news, consistent with past findings. “These findings underscore the critical role local media can play in the daily lives of Arizonans, even as the media landscape evolves,” stated Chris Kline, President and CEO of the Arizona Media Association and Arizona Local News Foundation. “With consistently high trust levels and growing engagement across diverse platforms, our local media ecosystem is uniquely positioned to connect, inform, and serve Arizona’s communities.”

Additional insights point to changing consumer preferences as Arizonans embrace innovation and diversity in their media choices. “Beyond local media, we’re witnessing fascinating shifts in consumer behavior, particularly with platforms like YouTubeTV and AI-driven services gaining traction,” Kline added, emphasizing the dynamic nature of the marketplace.

For press inquiries, reach out to Lisa Simpson, Vice President of Programs and Services at the Arizona Media Association, at lisa@azmedia.org.