Where Does Gen Z Spend Time With Audio?

Marketers often think of Gen Z as a social-first generation, but the reality is much broader.

Audio is central to how Gen Z discovers culture, stays informed, connects with communities, and navigates daily life. This audience is deeply engaged across multiple listening environments, often moving seamlessly between broadcast radio, podcasts, streaming audio, social platforms, and live events throughout the day.

Gen Z spends more time with audio than television, digital video, or social media alone. In fact, 97% of Gen Z consumers listen to audio every day, and the average Gen Z listener spends more than 29 hours per week with audio content.

For advertisers, that creates an opportunity to connect with consumers in moments that feel natural, consistent, and highly personal.

According to Edison Research's Share of Ear data, radio remains the leading ad-supported audio platform among Gen Z, representing 46% of all ad-supported listening time. Podcasts account for 22%, while streaming music contributes 31%.

These behaviors reinforce a critical reality: Gen Z isn’t abandoning traditional audio platforms; they are expanding how they engage with audio across an entire ecosystem.

Why Does Audio Resonate So Strongly With Gen Z?

Gen Z grew up during a period of constant technological change, social disruption, and information overload. As a result, many younger consumers are increasingly drawn to content and experiences that feel authentic, familiar, and human.

While 70% of consumers use AI, 90% say it is important to know that media content was created by a real person. At the same time, two-thirds say social media leaves them feeling worse and more disconnected.

That helps explain why audio continues to perform so well with younger audiences.

Audio is built around real voices, real personalities, and real conversations. It creates a sense of companionship and trust that many other forms of media struggle to replicate.

Research also shows:

• 80% of listeners consider hosts to be their friends.
• 78% trust recommendations from their favorite radio hosts.
• 9 in 10 consumers believe human trust cannot be replicated by AI.

For brands, that trust creates stronger opportunities to influence awareness, consideration, and purchase decisions.

What Values Drive Gen Z Listening Habits?

Gen Z is often defined by its desire for community, self-expression, and discovery. Audio naturally aligns with those priorities.

• 84% of Gen Z listeners engage with audio to connect with their communities and interests.  
• 80% say audio helps them explore different sides of their personality.
• Podcast audiences are increasingly diverse and reflective of modern consumer culture.

The appeal of audio is about belonging.

Whether they're listening to a favorite morning show, following a podcast host, discovering new music, or attending a live event, Gen Z uses audio to connect with people, passions, and communities that matter to them.

That emotional connection helps brands become part of conversations instead of interruptions.

Which Audio Channels Deliver the Greatest Reach With Gen Z?

Successful Gen Z marketing strategies rarely rely on a single platform. This generation consumes content fluidly across channels and expects brands to show up wherever culture is happening.

iHeartMedia reaches 87% of Gen Z consumers monthly through an ecosystem that includes:  

• Broadcast radio
• Podcasts
• Streaming audio
• Social media
• Influencer partnerships
• Live events

That reach is powered by America's largest audio platform, connecting with 9 out of 10 Americans every month across audio, digital, social, influencers, and experiences.

For marketers, the advantage is scale paired with trusted voices, cultural relevance, and premium content environments. iHeart's digital and podcast audience significantly indexes with Gen Z consumers, creating opportunities for brands to reach younger audiences across multiple touchpoints.  

What Makes Audio Different From Other Media?

Audio reaches consumers throughout the day in ways many other platforms can’t. Morning commutes. Workouts. Classes. Shopping trips. Study sessions. Drive times. Live events.

Audio accompanies daily routines and creates consistent opportunities for brand engagement.

Radio dominates drive-time listening, while podcasts excel during midday and evening hours. Together, they help brands maintain a presence across the full consumer journey.  

Audio also amplifies performance across other channels:

• Social campaigns experience an +83% increase in brand lift when consumers are first exposed to audio.
• Consumers are 2X more likely to engage with social advertising after hearing about a brand through audio.
• Audio strengthens awareness, consideration, and purchase intent across the marketing funnel.

For marketers facing fragmented media consumption, audio serves as a connective layer that reinforces brand messaging wherever consumers spend time.

FAQs

Does Gen Z still listen to radio? 
Yes! Broadcast radio remains Gen Z's largest ad-supported audio platform, accounting for 46% of ad-supported listening time. Gen Z spends nearly 2X more time with AM/FM radio than television.

Are podcasts important for reaching Gen Z? 
Podcasts are a highly engaged format for younger audiences. Gen Z podcast listeners consume significant amounts of content, 78% binge-listen to favorite shows, and podcast listening continues to grow as part of daily media habits.  

What type of content resonates most with Gen Z? 
Content that feels authentic, human, community-driven, and culturally relevant tends to resonate most strongly. Gen Z values trusted voices, genuine connections, and experiences that reflect their interests and identities.  

Why is audio effective for building trust?  
Audio creates direct human connection through hosts, creators, and personalities audiences engage with regularly. Listeners often view hosts as friends and place significant trust in their recommendations.

Ready to Reach Gen Z Through Trusted Audio Experiences?

Gen Z is looking for connection, authenticity, and content that feels real. Audio delivers all three.

By combining the reach of broadcast radio, the engagement of podcasts, the scale of streaming, and the cultural influence of live experiences, brands can connect with Gen Z in moments that matter and through voices they trust.

Connect with the iHeartMedia team and discover how audio can help drive awareness, engagement, and measurable business outcomes.