The New Age of Audio Influence: Meet the Creator Generation

The way young audiences connect with creators and influencers is evolving rapidly, and audio is right at the heart of it. We polled adults ages 18-34 who engage with content creators or influencers across various platforms to explore the intersection of audio and the creator generation. The findings reveal that digital creators are more than just a source of entertainment; they’re tastemakers, community leaders, and trusted voices shaping purchase decisions, media habits, and music discovery.  

Creators Are the New Cultural Zeitgeists

Nearly half of young adults (42%) say they regularly engage with social media creators or musicians, the two top influencer categories where they consume content. Other leading categories include video streamers (33%), comedians (33%), gamers (32%), actors/actresses (31%), and podcasters (29%). This data indicates how the “influencer economy” has evolved beyond a single format or platform. Instead, audiences are fluid, moving between videos, livestreams, music, and podcasts depending on the creator they love and the content they desire.

And that love runs deep: 95% of respondents engage with creators they follow on at least one platform, and one in three (32%) say they follow their favorite creators wherever they post or create online. This cross-platform loyalty is why creators are adopting omnichannel strategies and expanding into new formats, like podcasts or live shows—all while bringing their audiences with them.

Transparent Voices, Trusted Choices 

Influence is the new currency, and creators are the new storefronts. The data makes this clear: Two in three young consumers say they’re likely to purchase a product or brand their favorite influencer has created or invested in. For brands, this means partnerships with creators aren’t just about visibility; they’re about driving conversions and sales. But, here’s the catch… transparency and authenticity remain the foundation of the creator–audience relationship. Without trust, influence loses its power, and when trust disappears, so do the sales. 

And that’s why authenticity is everything. It signals honesty, builds credibility, and sustains the trust that keeps audiences loyal. Above all, it fosters deeper engagement, which encourages consumers to trust and believe in the message behind the content, leading them towards the bottom of the funnel. The takeaway: Audiences are receptive to ads, and can even expect them, as long as they feel aligned with the creator’s voice. 

Discovery Starts on Social Media 

From TikTok videos, to Instagram Reels, to YouTube Shorts, short-form video has become the new launchpad for music discovery. In fact, 92% of young consumers say they’ve discovered a new song or artist through a viral trend or sound on social media, and 74% say it happens regularly. Even more telling, 64% always or frequently seek out the full song or viral sound on a streaming platform after being exposed to it on social media. This habit extends to indie and underground artists, too—91% say they have ever discovered lesser-known musicians via social media. For advertisers, this underscores the importance of cross-platform investment, and here’s why:  

Seamless Consumer Journeys

The modern journey is nonlinear: For example, social media drives awareness, streaming audio reinforces engagement, and podcasts deepen connections. Each touchpoint is valuable and amplifies the others.

Reinforcement Across Touchpoints

When brand messaging is delivered across both social and audio, the repeated exposure drives stronger recall. The brands that are heard and seen are brands that are remembered.  

Creators Bridge The Gap 

Creators often bridge both social and audio spaces. They cultivate audiences on TikTok on one day and expand their reach through their podcast on the next. Cross-platform strategies ensure brands capture the full scope of their impact. 

From Awareness to Action

Just as a song snippet sparks the search for the full track, exposure across multiple platforms guides consumers more effectively through the full funnel.

The takeaway: By connecting the dots between social and audio, advertisers can amplify reach, build cultural relevance, and drive full-funnel impact. 

Podcasts: Where Influence Turns Into Intimacy

Within the creator economy, podcasts have emerged as a natural next step, offering creators a way to deepen connections with their audiences through more personal and immersive storytelling. Unlike social media, which thrives on short-form clips and broad communications, podcasts invite audiences into longer, more intimate conversations that are honest and unfiltered. In fact, more than half (55%) of young consumers say it feels authentic when creators start podcasts to connect more deeply with their fans.

And the appetite is clear—fans want more than fleeting interactions. They’re eager to engage more deeply, following creators into new formats and experiences. Over two-thirds of young consumers say they would support their favorite creators across other content or media formats, and 61% say they’re excited when they see a digital creator or social media influencer launch a podcast or release music. Even more telling, 63% of young consumers say they feel invested in the success of their favorite creators. 

This level of enthusiasm reveals a powerful dynamic. Fans aren’t simply consuming content, they’re actively rooting for creators, following them across platforms, and embracing their new ventures. But, podcasts don’t just extend existing fan relationships, they also help creators grow— 57% have discovered new creators or influencers through their podcasts, proving how audio is both a retention tool and growth engine.

Live Content, Deeper Engagement 

In an age of endless on-demand content, live moments continue to stand out because they create intimacy and a sense of community. The data shows that 59% of young consumers enjoy interacting during livestreams, and 58% say watching live content makes them feel more connected to creators. For podcasts, the effect is similar: 56% say they’re more likely to watch a podcast live if it features a special guest or announcement, and more than half (53%) like being among the first to experience a new episode during a live release.

But the influence of live content doesn’t stop there. For many young consumers, creators are already part of their daily and weekly routines: 71% say listening to or watching new content from their favorite creators is a regular habit, and 66% say they look forward to new content on specific days or times. This insight signals that creators are not just entertainers, they are part of how fans structure their week and routines.

For brands, the opportunity lies in meeting fans where they are most invested. By aligning with creators during live moments and across these high-engagement channels, advertisers can be part of the conversation, entering a space where attention is high, loyalty is strong, and trust is already established. 

The Future Belongs to the Creator Generation 

Creators are cultural drivers, trusted advisors, and community anchors, shaping what their fans watch, listen to, buy, and believe. From sparking discovery on social platforms to fostering deeper connections through podcasts, creators bridge the gap between awareness and action, turning influence into action. As the creator generation continues to grow, one thing is clear: Authentic voices are reshaping culture. Brands that invest in this new age of influence will not only capture attention but also build the trust that drives long-term growth. 

Ready to harness the power of our most authentic voices? Let’s talk.

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