news: SXM media and edison research released its Gen Z Podcast Listener Report last week, which examined the podcast consumption and related purchasing habits of individuals between the ages of 13 and 24 in the United States. In conclusion, this group likes listening to podcasts.
Demographically adjusted data collected from over 1,000 interviews provides insights for marketers targeting this diverse audience.
In terms of numbers:
- Gen Z monthly podcast listening rate increases 57% increase Over the past five years, 47% of Gen Z (approximately 24 million listeners) have engaged with a podcast in the past month.
- 66% of Gen Z listeners use podcasts to stay up to date on current topics, and 61% use podcasts to stay informed about social issues.
- Despite their propensity to multitask while consuming content, an astonishing 82% of Gen Z listeners report listening to podcasts while doing nothing else.
- 43% of Gen Z listeners ages 16 and older purchased a product after listening to a podcast ad. One in three people has asked someone to buy a product after hearing it advertised on a podcast.
Compare and contrast: Podcasts impact Gen Z’s mental health. Over 80% of listeners use podcasts as a means of relaxation, around two-thirds listen for escapism, and over half listen to better understand their emotions. .
- Podcasts are a sharp contrast to social media. According to his April report from the McKinsey Institute for Health Research, nearly one-third of Gen Z listeners believe social media is harming their mental health. This negative impact is especially true for Gen Z, who spend more than two hours every day on social media.
Our view: The report not only details the evolution of Gen Z’s podcast listening habits, but also points out that Gen Z is a diverse group.
- Gen Z monthly podcast listeners are now 46% female, up from 42% in 2018, 20% Hispanic/Latinx, 15% Black/African American, and 4% Asian. More diverse than all U.S. listeners. That makes podcasts a smart place for advertisers interested in this demographic to invest their ad dollars.