Edison Research: Audio Helps Gen Z Feel Connected

Americans ages 13-24 spend four hours and 10 minutes with audio per day and reap a multitude of benefits from their listening, according to the new Gen Z Audio Report from Edison Research and SiriusXM Media.

The Gen Z Audio Report includes a new online survey of more than 2,000 listeners ages 13-24 and reveals not only how Gen Z discovers new content and what they consume, but how audio enhances their lives. Findings from the report were presented in a webinar today by Edison Research Manager of Research Salma Aly, and SiriusXM Media Sales Marketing Manager Brianna Oates.

Key Findings from The Gen Z Audio Report among those ages 13-24:

Audio Habits

• They spend 42% of their average audio day with streaming music, 20% with music and music videos on YouTube, 16% with AM/FM radio and radio streams, 8% with podcasts, and 14% with other audio sources
• 63% have listened to or watched a podcast in the last month, an estimated 35 million people
• The top three podcast genres listened to by Gen Z are comedy, music, and entertainment
• The top three music genres listened to by Gen Z are hip-hop/rap, pop, and R&B
• Audio facilitates better moods, joy, coping86% of Gen Z listen to music or consume podcasts ​to help boost their mood
• 69% agree that audio has brought joy to their lives; 57% agree that audio inspires them
• 63% agree that audio has helped them cope during difficult times; 61% agree that audio has helped them with their mental health

Social Media as a Primary News Source: Over half of 18–24-year-olds now rely on social media and video networks for news, surpassing traditional TV (50%) and news websites/apps, marking a significant shift in how Gen Z stays informed. Platforms like TikTok (used by 43% for news) and Instagram are central to their media ecosystem

Mobile-First Engagement: Gen Z is glued to their phones, with 75% spending over five hours daily on mobile devices. They prioritize mobile-optimized content for entertainment, shopping, and social networking. YouTube (93% penetration), Instagram (76%), and TikTok (59%) dominate, with TikTok leading for product discovery and Instagram for customer care.

Audio Discovery

• The top three ways Gen Z discovers music: 30% discover music most often through social media; 19% most often through friends and family, and 18% most often through recommendations or curated stations from online-only audio services
• The top three ways Gen Z discovers podcasts: 28% discover podcasts most often through searching on YouTube, 26% most often through social media posts, and 19% most often through friends or family

Brands and Ads

• 42% of Gen Z say that they are much more likely to pay attention to an advertisement if it is ​honest and transparent. Brands not taking this approach risk being ‘cringy’ among this group
• 49% are much more likely to pay attention to an ad if it contains music they like
• 49% are much more likely to pay attention to an ad if it makes them laugh

➤Dig Deeper: View The Webinar HERE