[Thinlómien]

Reading beats listening, because it's more private and the characters have their own voices, not the actor's voice. (Not to mention that a bad or unfitting actor can ruin the whole story.) While reading you can go on with your own pace and check things that were said before or pause to think about some perceived or imagined incoherence or wise words uttered by the characters.

However, if "listening" includes being read aloud to by a parent or someone else close and loving, I would actually say "listening" because then it has all the magic of old storytelling and also the shared experience with someone important, if I may so without sounding all too cheesy.