YouTube becomes Top Podcast Platform as 24M Gen Z listeners shape audio future

Gen Z is reshaping the podcast landscape, with 24 million Americans aged 13-24 now listening monthly, according to new research from Edison Research and SXM Media released in October 2024. The findings reveal that YouTube has emerged as the dominant platform for podcast consumption among younger listeners, marking a significant shift in how audio content is consumed.

According to Edison Podcast Metrics, YouTube has become the leading service for podcast listening across all age groups, with 31% of weekly podcast listeners choosing it as their primary platform, surpassing both Spotify (27%) and Apple Podcasts (15%). This trend is particularly pronounced among Gen Z listeners, with 84% of monthly podcast listeners in this demographic engaging with video podcast content.

The research indicates that early exposure to podcasts correlates with higher engagement levels. According to Edison Research, listeners who began consuming podcasts as children (16% of respondents) spend an average of 10.6 hours per week listening, significantly more than the 6.6 hours averaged by those who started as adults (25% of respondents).

Social media platforms play a pivotal role in podcast discovery among Gen Z listeners. According to the study:

• 99% of Gen Z monthly podcast listeners use at least one social media platform
• 84% engage with podcasts through social media
• 75% discover new shows through brief podcast clips on social media
• 70% find podcasts through YouTube recommendations

The research highlights the diverse composition of Gen Z podcast listeners:

• 20% identify as Hispanic or Latino
• 15% identify as Black or African American
• 4% identify as Asian
• 17% identify as gay, lesbian, bisexual, or transgender

The study reveals several key behaviors among Gen Z podcast listeners:

• 78% regularly binge-listen to podcast content
• 75% have listened to a podcast in the past week
• 68% frequently listen through headphones
• 21% listen for more than 10 hours weekly

The research demonstrates strong advertising effectiveness among Gen Z podcast listeners:

• 82% have taken action after hearing a podcast advertisement
• 70% have purchased or considered purchasing advertised products
• 61% have visited a brand's website after hearing an ad
• 44% have used promotional codes mentioned in podcasts

Gen Z podcast listeners show strong engagement with social issues:

• 60% consider social justice important
• 58% are concerned about gun laws
• 54% focus on social media's mental health effects
• 53% are interested in reproductive rights

The study identifies multiple pathways through which Gen Z discovers podcast content:

• 25% first discovered podcasts through social media
• 19% found podcasts through social media influencers
• 16% began listening through friends and family recommendations

The research indicates Gen Z listeners value:

• Authentic conversations
• Real-life stories
• Standalone episodes with varied topics
• Back-and-forth dialogue
• Interview formats
• Binge-worthy content series

Key Facts

• 47% of Gen Z (ages 13-24) are monthly podcast listeners
• Total Gen Z monthly podcast listeners: 24 million Americans
• Average number of podcast topics consumed: 6.8 per listener
• Video podcast consumption: 84% of Gen Z monthly listeners
• Weekly listening average for early adopters: 10.6 hours