Key stat: 56% of millennials listen to digital audio daily, the highest share of any generation and well ahead of Gen Z's 47%, according to an April report from The Harris Poll and EMARKETER.

Beyond the chart:

• The chart's counter-narrative runs deeper than frequency. Podcasts now reach 68% of millennials and Gen Xers ages 35 to 54, up from 61% a year earlier, even as reach among listeners 34 and younger slipped, according to Edison Research.
• That daily habit skews toward music, not talk. Music playlists top digital audio time for every generation, from 55% of millennials to 65% of Gen X, well ahead of podcasts, according to a survey from The Harris Poll and EMARKETER.

Use this chart: Drop this into audio planning decks to reset who your prime listener is. When a plan defaults to Gen Z for digital audio, show this slide to make the case for millennials, who press play daily at higher rates than any other cohort.

Related EMARKETER reports:

• Gen Z Digital Audio Habits 2026 (EMARKETER subscription required)
• Radio and Digital Audio Ad Spending Benchmarks: Q2 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.