Audio Emerges as Top Medium in a 32-Hour Multitasking Day

RADIO ONLINE | Thursday, November 20, 2025 | 2:19pm CT

Katz Radio Group

Katz Radio Group is highlighting new insights into how Americans juggle technology, revealing just how central audio has become in an era defined by nonstop multitasking. Drawing from the Activate 2026 Consumer Technology & Media Outlook, the analysis shows that while screens are everywhere, it's audio that consistently stays with consumers throughout their day.

The study finds that when simultaneous activities are accounted for, today's consumer effectively experiences the media equivalent of a 32-hour day. With devices, apps, and screens competing for attention, audio stands apart as the medium that fills the gaps-and often runs underneath-nearly everything else people do.

Adults now spend an average of 2 hours and 49 minutes with audio each day, representing 21% of all technology and media time. Unlike video or social media, which demand full attention, audio maintains steady engagement without requiring hands or eyes.

Music listening remains nearly universal, with 72% of adults tuning in daily. Because audio naturally accompanies activities like commuting, cooking, working, cleaning, and exercising, it remains more resilient than other media as attention becomes increasingly fragmented.

Among adults who listen to music or podcasts, 76% say they multitask all, almost all, or most of the time they're listening. This makes audio the most multitasked category in the study-well ahead of video, gaming, or other digital behaviors.

As multitasking increases overall media activity, audio benefits from a "time-multiplying" effect. It gains more listening occasions, more contextual moments, and more chances for brands to reach consumers throughout the day. Combined with the personal connection listeners feel with hosts, playlists, and stations, audio remains one of the most durable channels for advertisers navigating a fractured media environment.

In a world where media engagement stretches far beyond waking hours, audio stands at the center of modern multitasking. With nearly three hours of daily use and the rare ability to fit seamlessly into every moment of life, audio continues to grow as a high-value opportunity for brands.

Read the entire article from Katz Radio Group here.