Audio is shaping how we live, work, and connect. From the surge of podcasts to the dominance of streaming giants like Spotify and YouTube, it’s clear: audio isn’t just part of media consumption today – for younger generations, it’s at the heart of it.
Why should brands care? Because understanding these changing habits – what drives young listeners, how they engage, and how they respond to audio content – is essential to staying relevant.
Always listening, everywhere.
Audio is embedded in young people’s routines. According to Ofcom’s Media Nations 2025 report, over 85% of 16-34-year-olds use online music services weekly – more than double the rate of those over 54 and two-thirds of those aged 35-54. Over on SoundCloud, more than half of the global user base is Gen Z (GlobalWebIndex).
And it’s not just how often they listen, but what they’re listening to: 58% of their weekly listening time is spent on streamed music and podcasts – nearly double the average listener (IPA Touchpoints via Ofcom). This is more than a trend, it’s a generational shift.
Beyond audio
The shift isn’t limited to audio. Video habits among young people show a similar pattern. Among 16-34s and children aged 4-15, YouTube is the most-watched service, accounting for 22% and 28% of video viewing time, respectively (Ofcom, 2025).
Podcasts, too, are expanding beyond the audio file – blending audio, video, and social engagement. And they drive brand impact: 41% of listeners pay more attention to brands that sponsor their favourite podcasts, and 37% say they’re more likely to buy from a brand endorsed by a host they trust (Edison Research).
Younger audiences don’t just have audio on in the background, it’s part of their emotional toolkit. Eighty-six percent of Gen Z (in the US) turn to music or podcasts to boost their mood (Edison Research). It’s personal and immersive – making it a natural fit for brand storytelling.
Audio is where younger audiences are spending their time, forming connections, and making decisions. The brands that act now – by developing thoughtful digital audio strategies – will be the ones that future-proof their relevance as younger generations take centre stage.
Now’s the time to act – and to listen.
