Key stat: Almost half (49%) of US Gen Zers are much more likely to pay attention to ads that make them laugh or use music they like, per a June report from Edison Research and SiriusXM Media.

Beyond the chart:

• 85% of Gen Zers listen to music to boost their mood, per Edison Research and SiriusXM Media.
• The economy is the top concern for half of Gen Zers, according to the same data.

Use this chart: Advertisers can use this chart as evidence to lead messaging with humor and hit the right musical notes. Think snackable, scroll-stopping creative that’s fun, authentic, and values-aligned. Use influencers strategically, but don’t rely on them alone—content must connect first.

Related EMARKETER reports:

• Social Search Usage and Trends 2025 (EMARKETER subscription required)
• Gen Z Technology and Media Preferences 2025 (EMARKETER subscription required)

Methodology: Data is from the June 2025 Edison Research and SiriusXM Media "The Gen Z Audio Report." 2,010 US Gen Z respondents ages 13-24 were surveyed online during Q4 2024. This included 851 respondents ages 13-17, and 1,159 respondents ages 18-24. Data was weighted to match the US population.