Audio Becomes Cultural Powerhouse.

Trusted personalities. Emotional connections to music. Habitual daily use. Those have long been radio’s selling points, and a new report argues they are also the reasons audio remains one of the most culturally influential forms of media despite growing competition from video and social platforms.

“The Power of Sound 2026 Report” from media agency Carat, produced in partnership with SiriusXM Media and Creativ Company, contends that audio has evolved from a media channel into a cultural force that shapes identity, builds community and influences consumer behavior. Researchers say music, spoken-word content and live experiences now play an increasingly important role in how consumers express themselves, connect with others and engage with brands.

“Audio no longer lives in the background,” the report says. “What once functioned primarily as a reach channel has evolved into one of the most culturally resonant spaces where identity is expressed, values are reinforced, and belonging is built.”

Carat argues that audio’s strength comes from its ability to accompany consumers throughout the day. Whether listeners are commuting, working, exercising or relaxing, audio remains present in ways that screen-based media often cannot. Researchers say that creates intimate environments where audiences form lasting connections with personalities, music and content.

Music remains the foundation of audio’s cultural influence, according to the study. Researchers say listeners use music for self-expression, emotional support and identity formation. The report found that 88% of listeners enjoy rediscovering artists they have not heard in years, while 59% of multicultural listeners say artists from their culture help them feel connected to their roots.

The report also highlights the growing importance of spoken-word content. Half of podcast listeners say they feel a deeper connection to podcast hosts than other media personalities, while 68% value the honesty and transparency of their favorite hosts. Researchers say those findings underscore a broader trend that extends beyond podcasting: audiences increasingly seek authentic personalities they trust.

That dynamic is especially evident among older listeners. The report found Gen X consumers gravitate toward familiar voices, particularly in sports and spoken-word programming, using audio to reinforce long-held interests and shared values. Researchers describe audio as a source of continuity in a rapidly changing media environment, helping listeners stay connected to passions, communities and trusted personalities.

Hyper-Attention Media

Beyond its cultural impact, Carat also argues that audio delivers an attention advantage that marketers continue to underestimate. Citing Dentsu research, the report says audio generates roughly 10,126 attentive seconds per 1,000 impressions, outperforming several digital media norms while producing average brand recall of 41% and a 10% lift in brand choice. The report also notes that Americans now spend nearly 13 hours a day with media, with audio ranking among the top channels for daily time spent.

Despite those engagement levels, researchers say advertising investment has not kept pace. “The gap between audio’s cultural impact and its media investment is no longer a question of effectiveness — it’s a question of understanding,” the report says. Researchers argue that music, podcasts and live experiences create environments where audiences are “more immersed, more loyal, and more emotionally open than in traditional video or social ecosystems.”

Carat says the disconnect presents an opportunity for advertisers.

“Brands unlock meaningful growth when they become part of culture, and audio — an increasingly dynamic channel offering scale, intimacy, and efficient reach — provides a powerful path forward,” the report says. It argues that in an increasingly fragmented media environment, marketers should view audio not simply as a reach vehicle but as a place where “culture is actively formed, not fleetingly captured.”

The report tells brands to rethink audio’s role in the media mix. “Audio is no longer a single-objective awareness play — it is a channel built for engagement, trust, and momentum,” it says. “Podcasts, music, and live audio environments allow brands to show up alongside passions, trusted voices, and shared cultural moments.”

Download the full report HERE.