Podcasts have surged in popularity among younger audiences, becoming a vital part of daily life for many gen-z and millennials. The medium’s flexibility, and ability to deliver ‘on-demand’ entertainment and information cater to the preferences of these tech-savvy generations.
Whereas prior generations turned to radio or television for company, “Gen-z are 99% more likely than the average podcast listener globally to say they tune into podcasts as background noise,” Matt Smith, trends analyst at GWI, told CXM.
GWI data suggests that gen-zs “are 42% more likely than the average podcast listener to tune in to keep up to date with influencers [and] celebrities,” added Smith.
Community connection
Podcasts, much like radio, foster a great sense of personal connection for listeners, enabling creators to convert loyal listeners into tight-knit communities.
With its rise in popularity, podcasts are becoming a tool for brand discovery. Globally, 11% of consumers say they find new brands or products through ads or sponsored podcast content, surpassing the effectiveness of ads seen in cinemas.
Certain podcast genres stand out for their ability to engage ad-receptive audiences. Smith highlighted that fiction podcasts lead the way, outperforming other genres by 45% in ad engagement.
Advice and self-help content see a 41% increase. Society and culture podcasts also attract 37% more ad-receptive listeners than the average.
Various genres align with the personal nature of podcasting, creating an environment where ads feel less intrusive and more naturally integrated into the content.
Podcasts as news sources
For younger listeners, podcasts are not just a source of entertainment but also a medium for news and trends. Gen-z are 92% more likely than baby boomers to turn to podcasts for insights on US politics.
Millennials echo this trend, being “20% more likely than the average consumer to say podcasts are the most trustworthy source for this type of information,” explained Smith.
Regardless, traditional media still holds sway in the media landscape. “TV is still the most trustworthy news source according to global consumers, who find it 2.3x more trustworthy than social media when providing accurate information,” said Smith.
Even among gen-zs, TV news remains the most reliable source, though they are “56% more likely than the average consumer to say that social media platforms provide accurate information.”
Ad fatigue
Ad fatigue is one of the key challenges, especially among gen z. Over 20% of global consumers actively avoid advertisements, with gen z showing a higher-than-average tendency to do so. The most aggravating factors include excessive ads (49%) and ads that block desired content (39%).
Brands must tread carefully to maintain engagement. “Ads that cause intrusion are likely to cause the most frustration,” said Smith, but younger consumers have clear preferences for what makes an ad appealing.
“Brands should make their ads informative (50%), provide discounts (45%), teach the consumer something new (38%), be entertaining (34%), and be personalised (31%),” explained Smith.
The growth of podcast popularity among gen-z and millennials highlights a profound shift in how these generations engage with media. As a source of entertainment and a medium for brand discovery, podcasts provide unique opportunities for marketers and creators alike.
By understanding the nuances of listener behaviour—from ad preferences to the genres that foster connection—brands can effectively tap into the power of this platform.