Edison: Younger Americans Over-Index for Audio

RADIO ONLINE | Wednesday, August 26, 2026 | 2:22pm CT

Edison Research at SSRS

Younger Americans account for a disproportionately large share of daily audio consumption, according to new Share of Ear data from Edison Research at SSRS. Americans age 13 and older spent an average of three hours and 57 minutes per day listening to audio during the second quarter of 2026. Edison says overall daily listening has remained relatively steady at around four hours for several years, but the amount of listening varies notably by generation.

Zoomers, defined in the study as those ages 13-29, represent 25% of the U.S. population age 13 and older but account for 28% of daily audio listening. That gives the generation an index of 112, meaning its share of listening is 12% higher than its share of the population.

Millennials, ages 30-45, also over-index for audio consumption, posting an index of 109. Their share of daily audio listening is slightly greater than their representation in the population.

Older generations, meanwhile, account for less listening relative to their population size.

Gen X, defined as ages 46-61, registered an index of 97, putting the group slightly below average. Boomers, ages 62 and older, recorded the lowest index among the four generations at 80, indicating their share of daily audio listening is 20% below their share of the population.

The findings show that despite the proliferation of visual and social media competing for younger consumers' attention, younger Americans continue to devote a significant portion of their day to audio.