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JUNE 26, 2026 |
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Key stat: Music playlists top digital audio time for every generation, from 55% of millennials to 65% of Gen X, according to a March survey from The Harris Poll and EMARKETER. |
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Beyond the chart: |
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Where audiences spend the most time isn't where ads land best. Only 25% of media consumers call podcast ads the most annoying format, far fewer than the 34% who say the same of
music streaming ads, according to YouGov's 2026 US Podcast Advertising Report.
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That listening increasingly runs through one platform. YouTube and YouTube Music
reach 51% of US digital audio listeners, the only service to clear the halfway mark, according to the same Harris Poll and EMARKETER survey. |
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Use this chart: Drop this into your audio strategy deck when a client wants to pour budget into podcasts. Show it to planning teams as proof that music streaming holds the broadest cross-generational attention, then use it to balance playlist placements against podcasts, which command less time but a friendlier, action-driving ad environment. |
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Related EMARKETER reports: |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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