In an era dominated by digital media, podcasting has emerged as a powerful and engaging platform for storytelling, education, and entertainment. While the popularity of podcasts has been steadily growing across various age groups in the US, India is not quite there yet. But with Spotify’s latest statistics, there is hope that the Gen Z in India will reach there soon.
This blog explores the current landscape of Gen Z podcast listenership, highlights key findings from the Edison Research and SXM Entertainment report and the Culture Next report by Spotify, and emphasizes the importance of content creators in shaping the future of podcasting for Gen Z.
The Edison Research and SXM Entertainment Report:
Monthly podcast listening continues to gain popularity among Americans aged 13 to 24 as shown across nearly every demographic, rising by 57% over the previous five years. Currently, 47% of listeners have engaged in recent listening, which equates to an estimated 24 million Gen Z Americans who regularly listen to podcasts, providing a sizable market for marketers.
Gen Z in the United States currently spends a lot of time listening to podcasts, so marketers shouldn’t ignore this important opportunity to connect with this generation on a large scale through a medium they enjoy. For Gen Z listeners, podcasts serve a variety of purposes, including entertainment, relaxation, escapism, self-care, and education.
Spotify’s Culture Next Report
Average podcast listenership among Indian Gen Zs on Spotify climbed by 141% during the course of the previous year compared to Q1 2021. Currently, 64% of Indians aged 18 to 24 listen to podcasts on a weekly basis, compared to 46% of those aged 15 to 17. In addition, Zs in India increased their stream count of Mental Health, the most popular podcast genre among Zs globally, by 56% in Q1 2022 compared to Q1 2021.
Indian Gen Z can get resources through podcasts. In India, young adults aged 18 to 24 reported that they listen to podcasts to prepare for difficult or intimate interactions with their families, while 74% of the same age group reported doing the same.
Our POV on Gen Z Podcast Listenership
While Spotify’s report says that, our experience has been rather different with Gen Zs.
Every month me & my team go out on the roads or outside colleges to collect stories for our podcast Odd Stories. Surprisingly, when interacting with Gen Z individuals, many express a lack of familiarity with the term “podcasts” altogether. This observation challenges the assumption that this digitally native generation is inherently well-versed in all forms of online media.
Moreover, even among those who are aware of podcasts, the majority have never listened to one. This indicates that there is a need for awareness and education surrounding podcasts among Gen Z in India, creating an opportunity for content creators to bridge this gap and tap into this untapped market.
An Opportunity For Content Creators
The surge in Gen Z podcast listenership signifies a golden opportunity for content creators to engage this young and dynamic audience. By creating content that aligns with the values and interests of Gen Z, content creators can tap into the immense potential of this demographic.
Given that they are digital natives and have grown up using social media, Gen Z naturally finds podcasts on these platforms. Nearly three out of four Gen Z listeners indicate that a brief podcast clip they listened to on social media influenced them to listen to or watch the podcast somewhere else. Approximately nine out of ten Gen Z listeners have done the same.
More than 80% of Gen Z listeners claim to discover podcasts via YouTube or TikTok, more than 70% via Instagram, and more than 50% via Facebook or Twitter. Social media is an essential tool for building a youthful audience for podcast producers and distributors.
However, with this opportunity comes a responsibility to create content that is both engaging and socially responsible. By catering to Gen Z’s desire for authenticity, social justice, and inclusivity, content creators can build a dedicated following and contribute to the growth and development of the podcasting industry for years to come.
Are you a content creator looking to tap into the booming Gen Z podcast listenership? Get in touch with us today and let our team of experienced professionals help you create compelling and socially responsible podcasting content and shape the future of podcasting.
Click here to reach out to us and start your podcasting journey with responsibility and success!
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