Inside Gen Z's podcast obsession: key stats and marketing takeaways
New Edison Research reveals how Gen Z discovers, binges, and acts on podcast content.
Podcasts have evolved far beyond niche entertainment, and for Gen Z, they’ve become an integral part of how they learn, laugh, and engage with brands.
Findings from “The Gen Z Podcast Report” from Edison Research and SXM Media reveal that nearly half of Gen Z in the U.S. are monthly podcast listeners—and they’re doing a lot more than just listening.
This article breaks down how Gen Z discovers, consumes, and acts on podcasts—and what that means for brands that want to connect meaningfully with a generation that’s diverse, digitally native, and deeply curious.
Short on time?
Here’s a table of contents for quick access:
- Podcast listening is growing fast among Gen Z
- Social media is their discovery engine
- Podcast ads drive action for Gen Z
- Video matters—and so does diversity
- What marketers should know
Patrecia Meliana
Podcast listening is growing fast among Gen Z
The share of Gen Z (ages 13–24) who listen to podcasts monthly has jumped 57% since 2018 from 30% now reaching 47% of the U.S. online population in this age group—an estimated 24 million Americans.
That’s approximately 11 million Americans who are listening to podcasts monthly.
And they’re not just sampling; they’re tuning in regularly. Three out of four have listened in the past week, and nearly one in three are podcasting almost daily. That’s serious commitment for a format once thought too long for short-attention spans.
Unlike previous generations, Gen Z didn’t stumble onto podcasts as adults—they grew up with them. A striking 73% of monthly listeners started podcasting before they turned 18, with 16% starting as children and 57% as teens.
That early exposure leads to longer sessions. Those who began listening as kids now average 10.6 hours per week, compared to 6.6 hours for those who started as adults. Across the board, the average Gen Z podcast listener spends 7.7 hours weekly in their podcast feed.
Social media is their discovery engine
If you want Gen Z to find your podcast, don’t count on search or word of mouth. Instead, 25% first discover podcasts via social media, and another 19% through influencers they follow.
The magic is in the clips—76% say short-form social content is how they stumble onto new shows. TikTok, Instagram, and YouTube are effectively today’s podcast search engines.
Podcast ads drive action for Gen Z
Gen Z isn’t tuning out ads—they’re responding to them.
A remarkable 82% of monthly listeners have taken action because of a podcast ad. These aren’t just passive impressions:
- 70% wanted to or actually purchased a product
- 61% visited a company website
- 44% used a promo code
- 42% recommended the product to someone else
For marketers wondering whether podcast ad dollars drive ROI—this generation just answered your question.
Video matters and so does diversity
Video podcasts aren’t optional for Gen Z—they’re expected. 84% have consumed podcasts with video, and 71% actively watch while listening.
Why? Video gives them emotional cues (49%) and builds connection with the host (45%).
They’re also one of the most diverse podcast audiences to date:
- 20% identify as Hispanic or Latino
- 15% as Black or African American
- 4% as Asian
- 17% identify as LGBTQ+
And nearly half (44%) consider themselves content creators too, making them both audience and future competition.
What marketers should know
Here’s how to make the most of Gen Z’s podcast habits:
- Invest in short-form podcast clips for social discovery
If you’re not cutting vertical clips for Reels and TikTok, you’re invisible to Gen Z. Their discovery happens in the scroll.
- Create video-first podcast content
Whether you’re sponsoring a show or launching your own, make sure it’s available in video. Gen Z wants to see who they’re listening to.
- Lean into host-read ads
Authenticity wins. Ads that sound like endorsements from hosts they trust are the most effective. This generation grew up with influencers—they know a scripted read when they hear one.
- Track ad performance, not just impressions
With 70% saying podcast ads inspire purchases, look beyond top-of-funnel and start measuring clicks, codes, and site visits.
- Partner with creators who reflect Gen Z’s diversity
This isn't just about inclusion—it's about relevance. Representation builds trust and drives resonance.
