New data reveals how audio enhances the lives of Gen Z Listeners in the U.S.
For Immediate Release Somerville, NJ June 25, 2025 – 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, coping
86% 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
According to Aly, “As a Gen Z’er and a researcher at Edison, I can say this with confidence: audio isn’t just what we listen to — it’s how we make sense of who we are and escape the chaos of daily life. Things are getting real — sometimes too real — and audio is helping us cope. In fact, 63% of Gen Z agree that audio helps them get through difficult times. For brands and marketers, the opportunity is clear: show up authentically in the audio spaces where we already feel understood — because Gen Z’s media instincts are sharp and we easily spot when something doesn’t ring true.”
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
How the study was conducted
In Q4 2024, Edison Research conducted a national online survey of 2,010 individuals ages 13-24; 851 surveys with those ages 13-17 and 1,159 surveys with those ages 18-24. The data was weighted to U.S. population figures. Additional data were included in the report from Edison Research’s The Infinite Dial®, Share of Ear®, and Edison Podcast Metrics™.
View a replay of the webinar below:
About Edison Research
Edison Research conducts survey research and provides strategic information to a broad array of clients worldwide, having conducted research in 75 countries. Edison Research’s The Infinite Dial® series has been the survey of record for digital audio, social media, podcasting, smart speakers, and other media-related technologies since 1998. The company’s Share of Ear® survey is the only single-source measure of all audio in the U.S. Edison Research is the leading podcast research company in the world, producing the only survey-based data on podcast listening in the U.S, Edison Podcast Metrics, and has conducted research for many companies in the space. Since 2004, Edison Research has been the sole provider of election data, race projections and analysis to the National Election Pool (ABC News, CBS News, CNN, NBC News).
About SiriusXM Media
SiriusXM Media brings advertisers closer to the stories and music that listeners love, creating deep connections between fans and brands. The gateway for marketers to the largest digital audio advertising ecosystem in North America, SiriusXM Media includes extensive Streaming and Podcast Networks featuring exclusive access to music, talk and podcast advertising across SiriusXM, Pandora, SoundCloud, audiochuck, Crooked Media, NBCUniversal, and much more. As the longtime leaders in audio advertising, only SiriusXM Media delivers audiences tailored brand experiences courtesy of sonic creative agency Studio Resonate, while making it easy for every marketer to produce, plan, buy, and measure across its entire audio universe, with innovative ad tech solutions powered by AdsWizz. For more information, please go to: https://www.siriusxmmedia.com/.
