It’s so easy to press play on a podcast during your daily commute or while making dinner that the medium is displacing go-to favorites music and radio as a favorite distraction for Americans.

Forty-one percent of those 13 to 49 say they’ve listened to podcasts in the last three months—and 9 in 10 say they listen as much, or more, than they did three months ago, according to a study by Viacom’s Global Consumer Insights (GCI). Overall, those surveyed were still more likely to stream music and movies, or to watch traditional TV, but 73% agreed that podcasts are the new age of radio.

While users mainly listen to podcasts on their phones, they also like the multitask-enabling flexibility of accessing them on their computers or tablets..

Podcast listeners visit this medium for a variety of reasons, according to GCI research. Here’s the breakdown of some of the biggest: