The June 2025 Gen Z Audio Report from Edison Research and SiriusXM Media provides deep insights into the media consumption habits and advertising preferences of US Gen Zers (ages 13-24), based on a survey of 2,010 respondents conducted in Q4 2024.
The key finding—that 49% of Gen Zers are much more likely to pay attention to ads that make them laugh or include music they like—highlights the importance of humor and relatable music in capturing this demographic’s attention.
Here’s a detailed breakdown of the report’s findings and their implications:
Key Findings on Gen Z Advertising Preferences
Authenticity and Transparency: Beyond humor and music, 42% of Gen Zers are more likely to engage with ads that are honest and transparent, and another 42% respond positively to ads that inspire them. This suggests that Gen Z values authenticity and emotional connection in advertising.
Creativity Matters: 36% of respondents favor ads that are creative or unique, indicating that originality helps brands stand out in a crowded digital landscape.
Brand Alignment: While alignment with personal values is important, it’s slightly less critical than humor, music, or authenticity, suggesting that emotional resonance often trumps ideological alignment for this group.
🎧Gen Z’s Audio Consumption Habits
Time Spent with Audio: Gen Z spends an average of 4 hours and 10 minutes daily with audio content, with 42% of this time dedicated to streaming music, 20% to music and music videos on YouTube, 16% to AM/FM radio and streams, 8% to podcasts, and 14% to other audio sources. This heavy audio engagement makes it a prime channel for advertisers.
Podcast Popularity: 63% of Gen Z (approximately 35 million individuals) have listened to or watched a podcast in the past month, with comedy, music, and entertainment being the top genres. Podcasts are an effective medium for reaching Gen Z, as they are seen as authentic and engaging.