Whether or not you might be in your automotive, at work or on the health club, extra People are keep related to the media in keeping with Activate Consulting’s 2026 Know-how & Media Outlook
The common grownup absorbs simply over 13 hours a day to any supply of media and know-how equaling about 32 hours every week. The media is described as listening to music, stay or streamed radio, and podcasts.
Whereas conventional radio remains to be the king, podcast listening is seeing larger numbers in some instances. Activate says 81% of shoppers now hearken to podcasts on a weekly foundation, together with 43% who pay attention every day. One other 14% pay attention a minimum of as soon as per 30 days and that’s throughout all age teams.
Persons are mutli-tasking in terms of how they hearken to media. Information exhibits breakdowns of how some will hearken to the radio in a single hour after which flip round and hearken to a podcast adopted by watching a video on social media and even gaming.
76% of music and podcast listeners reported they multitask when it got here to listening to the media. “Multitasking is the time multiplier throughout all main know-how and media behaviors,” the report says. Activate says that 72% of music listeners are multitasking, whereas 62% of podcast shoppers are additionally partaking in one other exercise.
A number of the high venues of these listening to media and podcast the place political exhibits, religions and sports activities.
The report from Activate predicts that within the subsequent few years, extra People will tune in to observe sporting actions. Why. The large enhance in demand from on-line sports activities betting, which is turning into extra mainstream as extra states and governments lean in direction of legalization.
“We forecast whole U.S. sports activities betting quantity wagered will surpass $200B yearly in 2028, reaching $215B in 2029,” stated Activate.
