Copyright Rolling Stone
NEW YORK – October 15, 2025 – iHeartMedia, the leading audio company in America and the No. 1 podcast publisher globally according to Podtrac, today released its third annual study, “AudioCon 3.0: The Human Consumer.” Over the past three years this acclaimed series of consumer studies — from the New American Consumer with Malcolm Gladwell to America’s Ignored Consumer — has given marketers a deeper understanding of today’s evolving audiences. Today’s “Human” Consumer study, which brings together research across age groups and demographics, demonstrates the impact that media and technology are having on consumers, shaping their beliefs and behavior. The study also provides insights for marketers on how to curate advertising strategies that authentically connect with audiences and build trust in an increasingly fragmented and technology driven world. The new research, fielded through Critical Mass Media for iHeartMedia, found that 82 percent of respondents worry about AI’s societal impact, and 9 in 10 believe it’s important to know the media they consume is created by a real person. Most respondents long to feel ‘human’ again through deep, meaningful relationships, but simultaneously feel overwhelmed by their phones, hindering the ability to pursue these connections. These conflicting sentiments are driving new consumer behavior. “The data shows us that consumers are emotionally driven, digitally fatigued and yearning for authenticity in an increasingly algorithmic world,” said Lainie Fertick, President of Insights for iHeartMedia. “This is especially critical with rapid technology advancements and the growing use of AI in the media industry. For marketers, it creates both hurdles and unique opportunities to connect with audiences in this new environment.” The research also highlighted additional ways technology is impacting key consumer beliefs and behaviors, with other key findings from the report including: Editor’s picks This study offers an opportunity for marketers to better align with the evolving expectations of consumers. Because of the algorithmic feed consumers are immersed in, giving them escape hatches of human-made content is essential. By thoughtfully balancing precision targeting with live, broad-reach media experiences, brands can foster shared experiences that connect rather than divide. Integrating trusted, conversational channels alongside targeted media buys — and amplifying authentic, human-led content — can help campaigns resonate more deeply and drive meaningful engagement across audiences. In today’s dynamic landscape, empathy and “human intentionality” are key to building stronger, more unified connections. Related Content “It’s important for us to remember, as marketers, that we’re in a very delicate position within a turbulent time, both in America and around the world,” said Bob Pittman, Chairman and CEO of iHeartMedia. “In a world of digital saturation and AI acceleration, this study reveals that consumers are not just looking for convenience—they’re searching for meaning. Sports, Radio, live media and human-led storytelling offer a rare sanctuary of trust, empathy, and shared experience. Above all, we must continue listening to Americans more closely than ever before and focus on ways to foster real connection and amplify our collective humanity.” The findings were presented by Lisa Coffey, Chief Business Officer and Lainie Fertick, President of Insights at iHeartMedia’s AudioCon 2025 today, October 15 at 5 p.m. in New York City at iHeartMedia’s HQ. The “Human” Consumer Methodology: This poll was conducted by Critical Mass Media between August 8 and August 13, 2025 among a national sample of 2,007 U.S. adults. The interviews were conducted online and the data were weighted to approximate a target sample of adults based on gender, age, race, and region. Results from the full survey have a margin of error of +/-2 percentage points. 8-12 Year Old Children Methodology: The Harris Poll surveyed 522 kids between the ages of 8 and 12 in the United States in March 2025 to ask about their usage of technology, assuring them that their individual answers would remain private. Trending Stories About iHeartMedia, Inc.
