Soundtracking Gen Z: How Audio Resonates with Gen Z Audiences
Image credit: Dushawn Jovic via Unsplash
For gen z, audio is not just entertainment - it’s a way of life. In a world where digital experiences dominate, gen z has embraced audio. It is more than mere background noise for this generation; it’s a lifestyle tool that has the ability to lift their mood, help them focus or offer moments of calm. Driven by context rather than content, this generation has transformed audio into a personalised soundtrack for their day to day lives. With streaming services, podcasts and radio all playing key roles, the opportunity for brands to connect with the gen z audience has never been greater.
Context-Driven Listening: Audio Tailored to Every Moment
Forget the fixed programming and loyalty to single platforms, gen z listens to audio based on what fits their current activity or mood, making relevance and timing more important than ever: Morning run? Time for a high energy playlist to stay motivated. Study session? That’s when the lo-fi beats keep them focussed. Relaxing? Time to unwind to a podcast.
Radiocentre’s Generation Audio1research reveals that over 80% of gen z’s commercial audio listening is context driven. The research identifies seven core need states driving audio consumption:
- Lift My Mood: Energising tracks to enhance positivity.
- Keep Me Company: Content that provides a sense of companionship.
- Help Me Escape:Immersive audio offering a break from reality.
- Amplify the Moment: Audio that enhances current experiences.
- Provide Social Currency: Content that offers topics for social interaction.
- Broaden My Horizons: Audio that introduces new ideas or knowledge.
- Keep Me in the Loop: News and informational segments to stay updated.
To engage this audience, brands need to create contextually relevant content that reflects these emotional needs. Audio that understands the moment has the potential to become part of their lives and not just another ad.
Additionally, according to WARC Media’s Global Ad Trends: Finding Gen Z report2, 16-24 year olds globally consume more audio content per day than all forms of TV viewing combined. Aside from social media, music streaming is the channel where gen z spend the most time, with all regions bar APAC seeing triple digit growth in daily average online audio media consumption since 2017. This shift has been driven by music streaming and podcast listening, and reinforces how audio is now a dominant medium in gen z’s daily media habits.
The Trust Factor
Trust is crucial for gen z. The Media Leader recently shared that advertising trust among 18-34 year olds is increasing and traditional media, including radio remains one of the most trusted formats. Podcast advertising also has a high level of trust among 18-34 year olds, and is one of the most credible digital ad formats, providing an intimate way for brands to connect authentically3. Spotify’s Culture Next Report indicates that 50% of gen z trust podcasts more than traditional media sources4. This is further reinforced by the Credos ‘Generational Trust Divide’ report, which states that 50% of 18-34-year-olds trust the ads they see or hear, significantly higher than older generations5. This trend has remained consistent for over a decade, proving that younger audiences are more receptive to advertising when delivered in trusted, relevant environments. For brands, this means investing in audio channels like radio and podcasts is more important than ever as listener attention is active and trust is built over time.
Hybrid Audio Consumption: Blending Traditional and Digital Platforms
Gen z doesn’t just listen - they curate. Their playlists and podcast choices reflect their identity and values. AI powered listening is on the rise too, with a 34% year on year increase in gen z using AI curated playlists.4
While gen z love to stream music and play podcasts, traditional radio has not been left behind, as 50% of on-demand music listeners are under 35, and 25% are under 25.6
Brands who adopt hybrid audio strategies are able to blend the broad reach and credibility of traditional radio with the personalised engagement offered by podcasts and streaming services.
Strategies for Effective Engagement with Gen Z Through Audio
Brands need to align their audio content with the listening behaviours and values of the gen z audience. Content should be tailored to specific activities and emotional states. If you’re a brand looking to target the gen z audience with audio, you should consider the following:
- Be Context Aware -Develop audio content that is tailored to specific activities and emotional states so that you can stay relevant with the gen z audience. The key is to make sure ads feel like a natural part of their listening experience, and not an interruption. For example, with dynamic audio, brands can take this further by serving specific versions of an ad based on real time data points, for instance the time of day, location or the weather. Contextual targeting across digital audio also offers targeting based on mood, music genres, and activities, for example.
- Embrace Storytelling- Leverage the intimate nature of podcasts to share genuine narratives that feel authentic and align with gen z’s values and experiences. For example, branded podcasts or host read ads don’t just sell a product, they can also tell engaging stories that resonate with gen z and build deeper connections with voices they trust.
- Build Trust - Use traditional media channels like radio to establish credibility. Complement this with podcast advertising to add some personalised engagement.
At Forever Audio, we create immersive audio experiences that resonate with listeners across generations. Whether it's a branded podcast, a dynamic audio campaign, or a bespoke solution, we're here to help you connect authentically with your audience.
Sources:
1Radiocentre, Generation Audio, 2022
2WARC Media’s Global Ad Trends: Finding Gen Z report via Creativebrief
3 The Media Leader: Youth Boosts Public Trust in Advertising, Jan 2025
4Spotify Culture Next 2024Report
5Ad Association, “Get off my screen!”: Explaining the generational trust divide, Sept 2024
6RAJAR MIDAS Winter 2024 Survey
