Audio’s Daily Reach Defies Media Fragmentation, 2026 Media Outlook Shows.

Americans are spending more time than ever surrounded by media, but even in a 13-hour daily “attention clock,” radio and audio continue to hold a unique place. According to Activate Consulting’s 2026 Technology & Media Outlook, the average U.S. adult devotes 13 hours and 5 minutes each day to technology and media use, a total that climbs to more than 32 hours of activity when multitasking is factored in.

Audio — defined as listening to music, live or streamed radio, and podcasts — accounts for one of the activities with the highest consumer time at 2 hours and 49 minutes. That means audio – including non-ad-enabled audio – accounts for 21% of total technology and media consumption.

Activate says podcast listening has become core component of the two hours per day Americans spend with audio, and the category continues to expand even as overall media time becomes more fragmented. The data shows 81% of consumers now listen to podcasts on a weekly basis, including 43% who listen daily. Another 14% listen at least once per month.

The firm says podcasts are benefiting from audio’s flexibility within the “13-hour attention clock,” allowing consumers to listen while working, driving, or exercising — behaviors that reinforce steady growth across age groups.

The also report highlights how the boundaries between podcasting, video, and social media are blurring as publishers and platforms are “extending their user propositions” by embedding podcasts into video outlets like YouTube and Netflix. Its data shows eight ten podcast listeners are interested in video podcasts.

“The 2026 Outlook reveals a collapse of industry silos,” Activate CEO Michael J. Wolf says. “Our forecasts show that the fight for the 13 hours consumers spend with media each day is forcing every company, no matter the sector, to operate like a tech-and-media company. The result is a single, integrated landscape where the winners are those who can play across all of it.”

The analysis of daily behavior shows that audio use is woven through every part of the day, making it resistant to the time pressures that affect other media. As multitasking has created a 32-hour, 17-minute day by Activate’s estimation, audio thrives on parallel use. By comparison, time with video is concentrated in fewer dayparts, while social media and gaming often compete for focused attention.

Three-quarters (76%) of music and podcast listeners multitask all, almost all, or most of the time when listening. “Multitasking is the time multiplier across all major technology and media behaviors,” the report says. Activate says 72% of music listeners are multitasking, while 62% of podcast consumers are also doing something else.

That divided attention has tradeoffs. It means when a commercial comes on, audio channels need to grab attention. But the ability to listen to audio while multitasking also allows radio and podcasts to hold onto its share of consumption. The report sees audio maintaining or slightly increasing its total time share, even as other categories fluctuate.

Activate’s outlook suggests the audio market is entering what it calls the “next wave of growth, convergence, and platformization of sound.” While much of the ad-tech innovation is happening in streaming and podcasting, the report notes that radio’s habitual reach remains a cornerstone of the broader audio economy, particularly as advertisers seek consistent daily touchpoints.

“Traditional radio continues to deliver massive reach and habitual listening,” the report says. “Incremental revenue is coming from digital audio extensions and streaming platforms that enable targeted delivery and attribution.”

Download the report HERE.