Insite | Understanding & Reaching Gen Z

Edison Research and SiriusXM Media will debut a new research report next week aimed at helping advertisers understand how to better reach the elusive Gen Z audience. The Gen Z Audio Report will premiere during a live webinar on Tuesday, June 25 at 2pm ET, offering exclusive data and insights into the audio habits, values, and preferences of Americans ages 13-24.

Presented by Salma Aly, Manager of Research at Edison Research, and Brianna Oates, Sales Marketing Manager of Audiences at SiriusXM Media, the webinar will reveal how Gen Z consumes media — and what advertisers must do to earn their attention.

Among the standout findings: nearly half (49%) of Gen Z respondents say they are significantly more likely to pay attention to advertisements if they feature music they enjoy. An equal percentage say humor is a key factor — ads that make them laugh are far more likely to stick.

“Music and humor aren’t just preferences for Gen Z — they’re priorities,” the report notes, also emphasizing that honesty, transparency, and inspiration are additional traits that increase the likelihood of engagement with advertising content.

The Gen Z Audio Report is designed to guide brands in crafting effective marketing strategies by showing what truly resonates with younger consumers. The data highlights the need for brands to adopt more thoughtful, relevant, and authentic approaches to connect with this generation.

The webinar promises a deep dive into Gen Z’s media habits, values, and expectations — and aims to equip marketers with actionable insights to make more meaningful connections with tomorrow’s key consumers. Interested participants can register for the free webinar from Edison Research or SiriusXM Media by clicking here.