Report: Audio No Longer Secondary Marketing Move As Engagement Shifts.

Spotify is making the case that audio is moving from the margins to the mainstream of media planning, arguing in a new report that marketers need to rethink how they value sound as consumer behavior shifts and new technologies reshape how people interact with content.

In its “Sound-On Era” report, the company frames audio not simply as a listening format, but as a growing layer of engagement that cuts across music, podcasts, audiobooks and voice-driven experiences. The report is based on consumer and advertiser surveys along with industry interviews, and it positions the changes underway as part of a broader realignment in how audiences spend time with media.

At the center of the argument is a familiar challenge for marketers: attention. As media consumption becomes more fragmented and screen-based environments grow increasingly crowded, the report suggests audio is benefiting from its ability to fit into moments where visual media cannot easily compete — such as commuting, exercising or doing household tasks. Spotify calls those “intentional spaces,” arguing that audio now captures attention not by interrupting life, but by fitting into it. That dynamic is helping position audio as a medium that consumers actively choose, rather than one that interrupts them.

For marketers, the implication is less about reach and more about attention. The report says 92% of U.S. consumers stop other online activity to listen to audio, while 70% of advertisers say it captures focused attention more effectively than visual or social platforms. In a media environment increasingly defined by multitasking and distraction, audio is positioned as one of the few channels capable of delivering sustained engagement.

That runs counter to a long-standing perception of audio as passive or background media. Instead, Spotify audio is inherently active, creating immersive environments that drive recall and emotional connection. It cites data showing 76% of consumers remember audio content they hear, and that users often mute video content to listen instead. Advertisers, meanwhile, report higher receptivity and lower distraction levels for audio compared to other digital formats.

“Brands need to stop thinking about audio as a bolt-on, and start thinking about it as a foundational element to their plan,” marketing executive Tammy Henault says.

The report also highlights audio’s role as a multiplier within broader media strategies. Adding sound to video and other formats can enhance recall and engagement, with a majority of advertisers expressing interest in campaigns that combine audio and visual elements. The implication is that audio is not just a standalone channel, but a layer that can strengthen performance across a campaign.

LinkedIn VP Hilary Batsel says in the report that the site has had success using audio advertising. “With audio, we usually get about a 4 to 8-times ROI on incremental revenue,” she says.

Beyond attention, Spotify also places significant emphasis on the role of artificial intelligence in accelerating audio’s importance. As voice interfaces and conversational AI become more prevalent, audio is increasingly positioned as the natural interface between consumers and technology.

Personalization is another area where audio is expected to evolve. Rather than relying solely on demographic targeting, Spotify points to a future in which audio advertising adapts to a listener’s context — what they are doing, when they are listening, and even their emotional state. Advertisers surveyed indicated strong interest in these more dynamic formats, particularly as measurement and attribution improve.

Trust and authenticity are recurring themes throughout the analysis. In contrast to concerns about low-quality or synthetic content in other digital environments, audio is positioned as a more trusted medium, particularly in formats like podcasts and music. Consumers are more likely to trust advertising in these environments, and advertisers report stronger emotional connections between audio content and brand messaging.

That dynamic is tied to what Spotify identifies as a growing scarcity of “taste” in an AI-driven content landscape. As automated systems generate more content, human curation and cultural context are expected to become more valuable differentiators — areas where audio platforms, particularly those built around creators and editorial voices, may have an advantage.

Read the report HERE.