Key stat: 45% of US Gen Z digital audio listeners play video games while they listen, compared with 28% of listeners overall, according to a March survey from The Harris Poll and EMARKETER.

Beyond the chart:

• Gaming is only part of the story, because Gen Z's audio time runs deep on its own. Gen Z adults spend 48 hours a month on Spotify's mobile app, 2.9 times the 16.8 hours they spend on YouTube's, according to Comscore.
• Meanwhile, divided attention does not mean lost attention. Some 59% of US listeners pay attention to casual mentions during a show and 52% tune in to host-read ads that sound personal, while pre-roll and mid-roll spots with music draw just 43%, according to National Research Group.

Use this chart: Drop this in your audio planning deck when someone argues digital audio owns undivided attention. Show it to media teams sizing Gen Z reach, then use the 17-point gaming gap to make the case for sound-first creative that lands while hands are busy.

Related EMARKETER reports:

• Gen Z Digital Audio Habits 2026 (EMARKETER subscription required)
• Gen Z Digital Trends 2026 (EMARKETER subscription required)

Methodology: Data is from the April 2026 The Harris Poll and EMARKETER Survey titled "Digital Audio" conducted by The Harris Poll. 2,039 US adults ages 18+ were surveyed during March 12-28, 2026. Data is weighted to be representative of the US adult population.