Always On: How To Connect With Today’s Audio Consumer

Audio has become more integral to daily life than ever before. From podcasts to music, audio plays a central role in how people navigate, enhance, and emotionally shape their day. From the moment they wake up to the moment they wind down, today’s listeners are relying on audio to energize, relax, learn, or simply feel connected. Music and spoken-word content have become trusted companions, adapting to listener lifestyles, moods, and contexts in ways that other media simply can’t. We conducted a recent study to reveal deeper insights into the behaviors, actions, and attitudes among streaming audio listeners ages 18 and up. Here’s what we found.

Audio Is Always On, Always Relevant

Audio plays a consistent and meaningful role throughout the day, anchoring daily routines from morning to night. From energizing music that kickstarts the day, to playlists that boost productivity during work hours, to podcasts that accompany an evening commute, listeners turn to audio during key transitional moments. With 92% of listeners streaming audio weekly and 55% engaging daily, today’s listeners are more connected to their ears than ever before. In fact, they’re tuning in at home (86%), in the car (70%), and at work (47%), providing brands with unparalleled access to audiences anywhere, and everywhere they’re listening.  

As listeners seek podcasts for entertainment (61%), education (54%), and to stay informed on current events (39%), brands have a powerful opportunity to extend their reach and amplify brand messaging, both effectively and efficiently. But, this heightened engagement isn’t just about convenience, it’s about consistency. Audio is present during chores, workouts, commutes, and even work sessions. With each repeatable, daily interaction, listeners develop strong habits around their audio choices, which translates into multiple touchpoints for brands to show up authentically, repeatedly, and with relevance.

Music Drives Meaning, Your Message Should, Too

Music is not just something people hear; it’s something they feel. For streaming audio listeners, it goes deeper: 59% say music is important for their mental health and well-being and 35% describe music as the soundtrack to their life. Through audio, brands have the unique ability to meet listeners exactly where they are, emotionally, mentally, and in the moment, delivering messages that resonate on a deeply personal level. From a motivating beat to a calming melody, music reflects identity, emotion, and intent, and that is what makes audio advertising so powerful. Unlike traditional advertising environments—where content is often scrolled past or ignored—audio invites brands into a more personal setting.

Brands Belong In Mood Moments 

Mood-based listening is a powerful behavioral signal, and for streaming audio listeners, emotional listening habits are not random. They’re routine, intentional, and deeply personal, offering brands a unique window into their daily listening journey. In fact, 67% of listeners say they listen to specific artists, albums, and genres to match their mood, and 63% say they use music to set the mood or atmosphere for different activities. Whether they’re relaxing, feeling energized, or boosting happiness or focus, listeners seek music that reflects their mood, opening the door for brands to connect in a meaningful way. And thanks to our mood targeting capabilities, advertisers can reach listeners who are relaxed, happy, celebratory, and more on Pandora. By tapping into these intimate, mood-driven listening moments, brands can elevate the listening experience with messages that are relevant and memorable.

Here’s how your brand can unlock new strategic opportunities through mood-driven listening behaviors:  

• Align creative tone with emotional context: Leverage creative messaging that reflects the emotional vibe of the station. For example, a sound with upbeat energy and motivational messaging aligns with an “energetic” mood-based station.

• Match product messaging to listener mindset: Promote products and services that naturally fit the listener’s emotional state. For instance, highlight sleep aids or wellness products on a “relaxed” mood-based station.

• Leverage dynamic creative for mood-based targeting: Use dynamic ad insertion to serve tailored creative based on the type of mood station—and minimize repetition and potential ad fatigue. For example, serve one version of an ad for a “happy” station and another version for a “chill” station.

• Tap into seasonal or cultural mood trends: Align your campaign with mood shifts tied to seasons or life moments. For example, summer reflects a “celebratory” mood, creating a prime window for brands to promote alcoholic beverages or frozen treats.

• Use mood as a targeting layer in your media buy: Incorporate mood or emotional state into audience segmentation and campaign targeting strategies. For instance, target “focused,” mood-based station listeners during work hours.

More Devices, More Reach, More Impact

Today’s audio consumers curate their listening journeys. In other words, audio goes wherever they go. For streaming audio listeners, it’s a personal experience that moves with them—on average, they own nearly seven different listening devices and actively stream audio on four devices. In fact, two in three listeners say they listen to more audio content today because it is available across a variety of platforms and apps, solidifying omnichannel consumption’s continued dominance. This cross-device behavior opens up powerful storytelling opportunities for brands, where messaging can follow the user, not just the platform. With constant, continuous access, brands have the ability to engage with audiences wherever and whenever they listen.

Audio Engagement = Brand Impact

The more time consumers spend with audio, the more chances brands have to build familiarity, drive consideration, and inspire intent. So, as listening habits deepen, the potential for brand impact grows alongside them. And the data shows that streaming audio listeners are leaning into audio more than ever. Over nine in 10 listeners say they are spending the same or more time listening to music on streaming audio platforms and two in three report spending the same or more time listening to podcasts compared to a year ago.  When time spent with audio rises, so does the potential for your brand to make an impact. Simply put, the more they listen, the louder your brand can resonate.  

Where Attention Lives, Opportunity Follows

In a media environment where attention is fragmented and fleeting, audio stands out as a channel where audiences are not only present but truly receptive. It’s a space where your brand can accompany listeners throughout their day, seamlessly integrating into routines and moments that matter. Audio listening is intentional, immersive, and deeply personal, creating emotional touchpoints and consistent engagement in ways traditional media simply can’t. This is where attention lives and your brand’s voice belongs. 

At its core, audio is powerful. So don’t just be seen, be heard. Let’s talk. 

For More on the Digital Audio Advertising Opportunity