In an era where Americans are increasingly enveloped by a 13-hour daily “attention clock” of media consumption, audio continues to carve out a significant niche. Despite the fragmentation of media time, audio—encompassing music, live or streamed radio, and podcasts—commands a substantial 2 hours and 49 minutes of daily engagement, accounting for 21% of total technology and media consumption. This enduring appeal is not just a testament to audio’s adaptability but also a harbinger of its potential to shape the future of the media landscape.
Podcast listening, in particular, has become a linchpin of daily audio consumption. Activate Consulting’s 2026 Technology & Media Outlook reveals that 81% of consumers now tune in to podcasts weekly, with 43% engaging daily and another 14% monthly. This growth is underpinned by audio’s inherent flexibility, allowing consumers to multitask—working, driving, or exercising—while listening. Such behaviors are fostering steady growth across diverse age groups, making podcasts a resilient and dynamic sector within the broader audio economy.
The report also underscores the blurring boundaries between podcasting, video, and social media. Publishers and platforms are increasingly embedding podcasts into video outlets like YouTube and Netflix, extending their user propositions. Notably, eight out of ten podcast listeners express interest in video podcasts, signaling a convergence that could redefine content delivery and consumption.
Activate CEO Michael J. Wolf highlights the collapse of industry silos, stating, “Our forecasts show that the fight for the 13 hours consumers spend with media each day is forcing every company, no matter the sector, to operate like a tech-and-media company. The result is a single, integrated landscape where the winners are those who can play across all of it.” This integrated landscape is not just a theoretical construct but a practical reality, as evidenced by the seamless integration of audio into various media platforms.
Audio’s resilience lies in its ability to thrive amidst multitasking. Three-quarters of music and podcast listeners engage in multitasking all, almost all, or most of the time. This divided attention presents both challenges and opportunities. While commercials must compete for attention, the ability to listen while multitasking allows audio to maintain its share of consumption. Activate’s outlook suggests that audio is poised for the “next wave of growth, convergence, and platformization of sound,” with traditional radio continuing to deliver massive reach and habitual listening.
The report also notes that incremental revenue is coming from digital audio extensions and streaming platforms, enabling targeted delivery and attribution. This evolution is crucial as advertisers seek consistent daily touchpoints, making audio a cornerstone of the broader audio economy.
In conclusion, the 2026 Technology & Media Outlook paints a picture of a media landscape where audio is not just holding its ground but evolving and adapting. The integration of audio into various media platforms, the rise of podcasts, and the enduring appeal of traditional radio all point to a future where audio remains a vital and dynamic component of the media ecosystem. As consumers continue to multitask, the ability of audio to adapt and thrive will be a key factor in shaping the future of the sector.
