Audio is no longer a nice-to-have background channel. It’s now the connective thread across media; a nutritious alternative to endless scrolling, steadying fragmented attention, enabling voice-driven interaction, and creating trusted environments in an increasingly synthetic digital world.

Spotify and Bold Insight’s new global report, “The Sound-On Era,” outlines three shifts redefining how brands will connect with audiences in 2026—and why audio will lead the way.

1. Audio anchors a multimodal world

Consumers aren’t tuning out; they’re tuning in differently, especially when multitasking. In fact, 86% of Spotify users silence video on other platforms to stream music, podcasts, or audiobooks instead, the report found.

That behavior signals intention, not passivity.

• 75% of consumers remember the audio content they listen to—9% higher than social media.
• 80% of advertisers agree audio ads benefit from higher audience attention and less distraction compared to other digital media.

In a multitasking world, audio delivers a consistent through line to its audience during commutes, workouts, cooking, focus time, and more. As media becomes more multimodal, audio doesn’t compete with visual formats. It anchors them, adding emotional continuity, tone, and context that elevate every other touchpoint.

2. Voice and AI transform listening into interaction

As audio evolves from broadcast to dialogue, voice is becoming the new click.

The global voice agent market is projected to grow from $2.4 billion in 2024 to $47.5 billion by 2034, according to a Market.us forecast. It’s a trend that merits attention from marketers.

Spotify’s new research shows strong engagement potential:

• 70% of consumers would use voice commands to engage with an ad they like, even when their screen is off.
• 85% of advertisers find conversational audio formats appealing.

Agentic AI is transforming audio into a conversational interface, reducing cognitive load and enabling frictionless paths from discovery to transaction. Growth will come from voice-first markets like India and Brazil, where AI-powered translation and culturally intelligent localization will help brands reach audiences in their preferred language without losing nuance.

Audio isn’t just incremental reach. It’s a gateway to the next billion users.

3. Trust and taste are the new currency

As the internet floods with synthetic content, two assets grow scarce: trust and human judgment. Audio has an advantage in both.

Audio helps brands evade social media unpredictability and build consumer trust through intimate connection. Consumers trust the creators they follow, creating a halo effect for brands that participate authentically.

• 63% of people trust their favorite podcast host more than their favorite social media influencer, a 2024 Spotify Advertising report found.
• 80% of advertisers agree that audio ads benefit from greater listener trust compared to other digital media, per Spotify’s “The Sound-On Era.”

Meanwhile, human judgment—taste—becomes the essential filter for quality. Taste is rooted in cultural understanding, which can’t be replicated by the “digital slop” saturating the open web.

Brands balancing AI scale with human taste will cut through the noise.

A sound-on future requires a sound-on strategy

Audio has evolved into a foundational growth channel, driving attention, enabling interaction, and building trust.

Download Spotify’s “The Sound-On Era” report to explore the data, expert insights, and strategic implications shaping advertising in 2026 and beyond.