Who’s Listening to Podcasts?

Dec 19

With the never-ending plethora of short-form audio and video content– all thanks to apps like TikTok, Instagram and Clash, Gen Z are now taking a massive interest in podcasts too.

Gen Z is the generation of children born between 1997 and 2012. One thing we know for sure is that they are the most unique and diverse generation we’ve come to know. Gen Z are open-minded, empathetic, and have a wide range of interests. The ability to appeal to this generation is an endless opportunity.

The Edison Research report found that 56% of Americans between the ages of 12 and 34 are monthly podcast listeners. According to the 2022 Spotify Culture Next Report, Gen Z podcast listeners in the U.S. increased by 62% on Spotify between Q1 2022 and the year prior. In addition, NPR surveyed 4,118 respondents between Q3 2021 to Q2 2022, and found that Gen Z is, in fact, the fastest-growing audience for podcasts.

What does this mean for your brand?

You may have a very niche audience that is already defined. Does that mean you have to abandon everything you know and start doing crazy stunts to capture this audience? The answer is no. But, it’s important to research and identify an opening within your brand appeal. Perhaps, you didn’t realize Gen Z would be of interest in your product or service.

Where do we go from here?

Find Out What They Like

In order to appeal to their interests, we need to ask ourselves, “who are Gen Z?”

This generation grew up witnessing constant, monumental changes in America and had access to technology at earlier ages than previous generations. As a result, they started to question things and weigh in on politics, social trends, and health, eventually opening doors to new ways of operating. They are the generation that wants to take action, which makes them more activist than generations before.

Spotify’s Culture Next Report found that 71% of U.S. Gen Zers “listen to at least one music artist or podcast that others would find niche, obscure, or experimental.” This generation is more concerned with standing out than fitting in. Currently, the top podcast genre for the Gen Z audience is mental health. They are seeking content that brings awareness and education but also provides advice.

Collaborate with Trendsetters

With Gen Z being heavily entrenched into a variety of social platforms, partnering with influencers is a no-brainer. Influencers are trendsetters, tastemakers, and basically creative salespeople. Whether they have an extensive network of followers or they are on the micro level, influencers can have an impact especially if they are appealing to your target audience.

You can partner with influencers in a variety of ways from inviting them as guests on your show, hosting a contest/giveaway together and promoting on social, or setting up an ambassador program to share a percentage of your advertising monetization based on the traffic they generate to your show.

Host a Music Talk Show

Have you considered exploring a music podcast? With a music + talk show style podcast, you can have an advantage for reaching the Gen Z audience. By combining music with your podcast’s usual talk and discussion segments, you can enhance your level of engagement through deep dives and reviews which allow for more relatable experiences for your Gen Z listeners.

Talk To Them

For Gen Z, online culture is all about bridging the gap between creators and fans. With digital destinations like Discord, Twitch, and TikTok, podcast creators can easily connect with fans. Much like a forum, these channels allow for open discussions that help cultivate a unique experience for your audience. Consider launching your own channel and starting the conversation.

With the uptick in podcast listening amongst Gen Zers, it’s imperative to consider sensitive or obscure topics. This generation seeks support, guidance, and connection in the podcasts they listen to, so consider spicing things up a bit and relate to this next generation of leaders.