Where Audio Fits and Leads in Today’s Expanded, Multitasking Media Landscape
As technology continues to reshape Americans’ daily routines, one thing is clear: audio is more deeply woven into consumers’ lives than ever before. Katz analyzed listening behavior findings from the Activate 2026 Consumer Technology & Media Outlook to reveal a striking picture of how multitasking is redefining time, attention, and media engagement.
A 13-HOUR TECHNOLOGY CLOCK AND A 32-HOUR DAY
Today’s consumers are surrounded by screens, speakers, and connected apps, yet the real story is how much they’re doing at once. According to the research, multitasking amplifies total technology and media activity to the equivalent of a 32-hour day. Stacked against video, gaming, social media, and messaging apps, audio stands out as uniquely suited to fill the seconds between - and behind - everything else consumers do.
AUDIO: NEARLY 3 HOURS A DAY OF BUILT-IN ATTENTION
Across all adults, audio consumption now averages 2 hours and 49 minutes per day, representing 21% of all technology and media time. At a time when consumers toggle between apps and screens at record speed, audio maintains a steady, persistent share of attention with no additional hands or eyes required.
But what truly sets audio apart is how widely and consistently it’s used. Seventy-two percent of adults listen to music, making it one of the most universal media behaviors in the daily routine. And because audio often happens alongside other activities, it holds up better than many other media types as consumer time and attention become increasingly fragmented. Whether listeners are working, commuting, cleaning, cooking, or exercising, audio stays in the mix, earning more moments, more exposure, and more relevance throughout the day.
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WHY AUDIO WINS IN A MULTITASKING WORLD
Consumers aren’t just listening, they’re layering audio on top of their everyday activity. Among adults who listen to music or podcasts, 76% multitask all, almost all, or most of the time they’re listening. Whether they’re working, cleaning, cooking, exercising, commuting and more, audio is the medium that fits seamlessly into the flow. This makes audio the most multitasked media category in today’s technology-driven day, outperforming other major behaviors tracked by the studies.
THE MULTIPLIER EFFECT FOR ADVERTISERS
Because audio is always “on” in daily life, it benefits from a time-multiplying effect: As multitasking stretches consumers’ total media activity, audio earns more listening occasions, more contextual moments, and more opportunities to reach listeners. This consistency, paired with deep personal connection to personalities, playlists, and stations, positions audio as one of the most resilient and high-value channels for advertisers navigating today’s fragmented attention landscape.
THE BOTTOM LINE
In a world where consumers engage with media for the equivalent of 32 hours a day, audio stands at the center of modern multitasking. With nearly 3 hours of daily listening and unmatched ability to travel with listeners through every moment of their lives, audio remains a powerful and expanding opportunity for brands.
