How Streaming Audio Drives Brand Engagement Across Generations

Trying to capture the attention of different generations at once? In today’s fragmented world, that can feel… complex. But while consumer media habits and preferences may vary, a unified marketing approach isn’t just possible—it’s powerful. 

Here’s the answer: streaming audio. This channel reliably transcends generational divides, cuts through the noise, and drives strong brand engagement. By meeting listeners of all ages in those highly engaging, screen-free moments, brands can effectively drive recall, consideration, and lift at scale. Here’s what to know about reaching Gen Z, millennials, Gen X, and baby boomers. 

The Cross-Generational Reach of Streaming Audio

Marketers spend a lot of time talking about what makes each generation different. We often hear about baby boomers’ preference for traditional advertising and human interaction, the consumer power of Gen X, millennials’ brand loyalty, and the digital-native habits of Gen Z. What do they all have in common? Music.

Streaming audio is the ultimate unifier. Music pairs well with just about any activity, mood, or environment—across every generation. It can be social (parties and group workouts), and it’s equally powerful when solo (commutes and wind-down time at home). 

The key isn’t just paying attention to what audiences listen to but also learning the how and why. To build a truly cross-generational campaign, brands have to embrace the nuances in consumers’ listening habits to make a genuine connection. 

Marketing to Gen Z Listeners (Ages 18–24)

Gen Z has no memory of a time without the internet. They are true digital natives, and audio is a core part of their identity. Among this generation, 82% consider themselves to be music fans, and a whopping 97% listened to music in the last month. Gen Z prioritizes the role of music in their lives and leans on the medium for much more than entertainment: 55% say music helps them express their own individuality and style, and the channel is the #1 mood enhancer for this generation—outranking other media.

How to Reach Them 

Activate on the SiriusXM Streaming Network to pair reach with cultural relevance. SoundCloud is the perfect platform to reach this generation: Its user base is heavily Gen Z (52%), with young users driving engagement and setting trends.

With 90% of Gen Z owning a smartphone, tailor your strategy accordingly. Grab their attention with high-impact video ads during those screen-on moments, and tap custom solutions to get even more personal. For example, you can leverage SoundCloud’s Comment Check solution to connect directly to their passion for engagement and achieve a deeper level of participation. With this social video series, SoundCloud artists react to fan comments in real time—all while speaking to your brand campaign themes. 

Marketing to Millennial Listeners (Ages 25–44)

Millennials, or Gen Y, are heavy digital audio users and early tech adopters. And it shows—in the US, this generation is the #1 leader for tech adoption and owns a whopping average of 6.9 digital devices per person. Millennials are in the life stages when they’re deeply focused on their careers and building a family, and audio is their daily companion for the big and small moments. In fact, two in five say they couldn’t get through a day without music. And they enjoy music diversity: 76% listen to a range of genres and artists.

How to Reach Them 

Listening is often a shared activity for millennials, as 85% co-listen with others, making streaming audio a powerful way to reach multiple people simultaneously with a single message. Solutions like Connected Home let you extend your impact across smart speakers and other devices—all from the comfort of listeners’ homes. Be a part of millennials’ home life, whether they’re getting ready for the day, cleaning, cooking, or entertaining at home. 

Marketing to Gen X Listeners (Ages 45–59)

Gen X listeners tend to be more financially secure, with this generation often at the peak of their careers and holding the buying power to prove it. In fact, Gen X consumers will spend more than any other generation this year—an astounding $15.2T worldwide. 

While they enjoy both on- and offline experiences, music is a top form of entertainment. Nostalgia is powerful, and 86% of Gen X says music/ audio reminds them of good times with their loved ones. Meanwhile, 82% say that nostalgic music/audio brings them comfort and peace of mind.  

How to Reach Them 

When Gen Xers are in the car, audio is the ideal companion for their commutes, errands, and travels. Pandora is not only the go-to platform for nostalgic hits but setting the tone for drives, as 41% of Gen X listens to Pandora through their connected car. And while commuting, one in two listens to Pandora in the car, the perfect screen-free time to tickle the ears of this powerful audience. The vast targeting options on Pandora allow brands to zero in on listeners by genre, mood, and more, transporting listeners to happy places as they transport themselves across town. 

Marketing to Baby Boomer Listeners (Ages 60–79)

Baby boomers are solid music streamers, with more than 7M monthly active users on Pandora. Their top listened-to artists include The Eagles, The Beatles, and Led Zeppelin, and their favorite genres are folk, jazz, and ‘70s hits. We’ve also found that this generation is +31% more likely to listen to joyful lyrics.

How to Reach Them

Pandora is the ideal platform for reaching yet another generation, serving as the bridge connecting audiences to brands via an unparalleled listening experience. Now that you know the artists, genres, and lyrics baby boomers are listening to most, reach them with precision by leveraging Pandora’s mood, genre, and contextual targeting. 

Driving Lifts and Reaching Gen Z and Millennial Listeners

An entertainment advertiser came to us with a wishlist: drive ad recall, boost brand awareness, increase brand perception, and generate purchase intent. We said, “No problem.” We helped them build a streaming audio campaign by leveraging the SiriusXM Streaming Network to drive significant lower- and middle-funnel lifts. 

The campaign used multiple products, including mobile video, Sponsored Stations, and cross-device display. And thanks to our advanced targeting capabilities, the brand was able to reach Gen Z and millennial listeners to drive the message home with their ideal consumers. 

When it was time for the results, we found the campaign drove solid wins among millennials and Gen Z:

• +10pts lift in brand awareness driven by the SiriusXM Streaming Network Campaign 

• +6pt lift in brand favorability 

• +3pts lift in ad recall

• +1pt lift in purchase intent 

The takeaway? Smart targeting, diverse ad formats, and contextual creatives deliver measurable lifts across the funnel—and across generations.

Engage Every Generation with SiriusXM Media 

With streaming audio, brands don’t have to choose one target audience at the expense of another. From SoundCloud’s Gen Z creator culture to Pandora’s cross-generational reach, streaming audio lets you meet each generation in moments that matter.

Ready to power an audio campaign that speaks fluently to all generations? Let’s chat.

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