Podcasts: They're not just for Gen X crypto bros and millennials in Brooklyn. Gen Z is increasingly tuning in, according to new stats from SXM Media and Edison Research.
Among Americans ages 13 to 24, 47% have listened to podcasts in the last month, a remarkable 57% increase from five years ago. Podcasts have attracted an estimated 24 million Gen Z listeners today, says SXM, which interviewed US monthly podcast listeners in April 2023.
Parents, have you noticed your young ones wearing their headphones more often? According to the report, three out of four Gen Zers have tuned into a podcast in the past week, and six out of 10 are hooked during their teenage years. Here's an interesting twist: Kids ages 13 to 17 are taking their podcast game to the next level—80% reported tuning in just last week.
Among the early adopters of podcasts—those who started listening before the age of 11—16% are logging an average of 10.6 hours of listening each week, compared with the overall Gen Z average of 7.7 hours. With that many hours of listening, it's unsurprising that young listeners have joined the media-binging club, with 78% admitting to binge-listening to their favorite podcast. Among those who started listening as children, 88% of them say they frequently indulge in these binge-listening sessions.
What are they listening to? This question occupies the minds of both parents and marketing teams. The world can be tough to grow up in these days, so it's no surprise that Gen Z's go-to podcast genre is comedy, with 48% saying they love tuning in to hilarious shows. Not far behind, the listening categories of entertainment, celebrity, and gossip come in at 40%, while true-crime stories keep 38% of survey respondents on the edge of their seats. Close behind are music at 36% and games/hobbies at 35%.
What makes these podcasts so enticing? Ninety-four percent said they want to hear "real-life stories and authentic narratives that make them feel connected, while 92% are drawn to banter-filled conversational shows, and 91% confessed their love for binge-able series. And interviews with different guest appearances received 90% of interest.
So next time you see your younger family members with their headphones on, try suggesting one of these popular podcasts among Gen Z, such as The Mortified, where featured guests and celebrities share embarrassing and cringe-worthy stories from their youth and childhood. Another one that checks both the comedy and true crime genres is My Favorite Murder, with comical re-tellings of lawbreaking and the aftermath that still manage to get serious on the tough issues, such as mental health and domestic violence. This American Life is another terrific option and long-standing listening staple with real-life stories from across the United States; it's just as binge-worthy for older generations.
There are, of course, plenty of other good options out there, but chances are Gen Z is already ahead of the curve.