Study: Gen Z Spends Over 4 Hours Daily with Audio

RADIO ONLINE | Wednesday, June 25, 2025 | 6:19pm CT

Edison Research and SiriusXM Media

A new study from Edison Research and SiriusXM Media highlights the central role audio plays in the lives of Americans ages 13 to 24, who are spending an average of four hours and ten minutes with audio content each day.

The Gen Z Audio Report, based on a national survey of more than 2,000 respondents, explores not only how this demographic engages with audio -- including music, podcasts, and traditional radio -- but also how that listening experience supports their emotional well-being.

According to the report, Gen Z dedicates 42% of their audio time to streaming music, followed by 20% with YouTube music and videos, 16% with AM/FM radio and streams, 8% with podcasts, and 14% with other audio sources.

Despite podcasts making up a smaller portion of daily listening time, the format is widely consumed: 63% of Gen Z respondents reported having listened to or watched a podcast in the past month -- roughly 35 million people. Comedy, music, and entertainment ranked as their top podcast genres, while hip-hop/rap, pop, and R&B were the most popular music categories.

Beyond entertainment, Gen Z listeners turn to audio as a powerful emotional tool. Eighty-six percent say they use music or podcasts to boost their mood, while 69% say audio brings joy to their lives. Notably, 63% agree that audio has helped them cope during difficult times, and 61% credit it with supporting their mental health.

"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," said Edison Research's Salma Aly, who co-presented the findings alongside SiriusXM Media's Brianna Oates.

Social media plays a major role in content discovery. Thirty percent of Gen Z respondents said they most often find new music on social platforms, while YouTube search (28%) and social media posts (26%) are the leading methods for podcast discovery.

Friends and family also remain a trusted source for content recommendations, especially for music (19%) and podcasts (19%).

For advertisers aiming to connect with Gen Z, authenticity and humor matter. Forty-two percent said they are much more likely to engage with ads that are honest and transparent, while 49% are more likely to pay attention to an ad if it includes music they like or if it makes them laugh.

The report cautions that inauthentic messaging risks being labeled "cringy" by a generation that's quick to tune out marketing that feels forced.

The findings are based on an online survey conducted in Q4 2024 of 2,010 individuals ages 13-24, weighted to U.S. population figures. The report also incorporates data from Edison's The Infinite Dial, Share of Ear, and Edison Podcast Metrics studies.