Growing Up with Podcasts: The Gen Z Podcast Listener Report

Is there a more sought-after demographic target for marketers and publishers alike than the ever-elusive Gen Z? While much has written about this generation’s views on the world, their brand preferences, their unique jargon, and the fact that they have grown up with digital technology and social media, there hasn’t been as much of a spotlight on what role podcasts play for them.

Over the past few years, through a series of thought leadership reports, SiriusXM Media and Edison Research have focused on the diversity of podcast listenership. Following deep dives on Black podcast listeners, Latino podcast listeners, and most recently, female podcast listeners, our latest report shines the spotlight on Gen Z podcast listeners. 

With over 2,000 online interviews conducted among Gen Z respondents, including about 1,000 US monthly podcast listeners/viewers ages 13 to 24 in Q4 2024, this new study sought to unpack the trends in growth among Gen Z podcast listeners and dive deep into their behaviors and affinities. We understood the assignment, and now we’re spilling the tea on how and why this generation listens (…and if that felt cringe to you, don’t worry, we’ll drop the Gen Z slang now).

Listenership Is on the Rise

We see year after year in Edison Research’s Infinite Dial that podcasts are still on the rise, and that was true in the most recent report, as well. Based on unpublished data from the 2025 Infinite Dial, we see that 63% of Americans ages 13 to 24 have listened to or watched podcasts within the last month, which means that there are now an estimated 35M Gen Z US monthly podcast consumers. This is a massive opportunity for both brands and content creators to reach and connect with this coveted base.

They’re Connecting with the Content

When it comes to the topics and content genres that Gen Z is listening to, comedy leads the way (37%), followed by music (35%), entertainment/celebrity/gossip (30%) true crime (29%), and sports (26%). This also varies by age—music podcasts lead among younger Gen Z ages 13-17, followed by comedy and sports, while comedy leads for older Gen Z ages 18-24, followed by true crime and entertainment.

For Gen Z, podcasts provide connection and entertainment. Almost two-thirds of Gen Z monthly podcast consumers agree that podcasts keep them entertained and engaged with topics they are interested in. Over half say that podcasts bring joy to their lives, and four in 10 agree that podcasts provide them with a sense of community.

Social Media is a Podcast Gateway

When it comes to finding out about podcasts, social media plays a crucial role for this generation. When asked where they discover podcasts most often, 28% of Gen Z podcast consumers said YouTube, while 26% said social media posts—far ahead of other options like friends/family (19%), searching the internet (15%) and more. Younger Gen Z ages 13-17, however, are most likely to rely on friends and family to discover podcasts. 

Social media also provides ways for them to continue engaging with the podcasts that they love beyond just listening. Almost half of Gen Z podcast consumers have followed their favorite shows on social media.

Looking Out for Their Mental Health

One topic that Gen Z is not afraid to tackle head-on is mental health. Moreso than any generation before them, Gen Z is acutely aware of the importance of their emotional well-being and actively focus on self-care and unplugging. About three in four Gen Z say that working on their personal growth is important to them.

Podcasts can play a key role here as well, with 45% of Gen Z podcast consumers saying that podcasts help them focus on positivity and personal growth. Over half say that podcasts help them unwind, and that podcasts bring joy to their life. And when it comes to boosting their mood, audio is key—86% listen to music or podcasts to help improve their mood, higher than any other activity.

Audio content like podcasts can play a key role in their emotional state. Over six in 10 Gen Zers say that audio helps them cope during difficult times, has a special way of bringing happiness into their day, and helps with their mental health. On an even deeper level, almost half agree that audio has helped shape who they are, and over four in 10 say it has helped shape their perspective on life.

Podcast Ads are Welcomed…and They Work

We’ve seen time and again through research studies that listeners are receptive to podcast ads, and they actually take action after hearing them—which this holds true for Gen Z podcast consumers, as well. Over four in 10 Gen Z listeners say they have discovered new brands or products while listening to or watching podcasts.

Gen Z podcast consumers have a true affinity for their favorite shows, which carries through to brands that support those creators. Over four in 10 say they pay attention when brands collaborate with or sponsor their favorite podcast or host, and more than one-third say they are more likely to purchase a product if it’s promoted by a show or host that they like. But they are looking for an authentic fit, with 37% saying they prefer brands that share the same values as the podcast shows or hosts they like.

Gen Z is inundated with advertising across all of the different forms of media that they consume on a daily basis, and not all ads are created equal in their minds. They are much more likely to pay attention to ads that use music they like (49%), ads that make them laugh (49%), ads that are honest and transparent (42%), and ads that inspire them (42%). Six in 10 Gen Z podcast consumers say it is important for brands to be entertaining with their advertisements, and half of them think it’s important for brands to offer unique experiences such as concerts and live events (perhaps a live podcast taping?).

Brands Can Make an Impression

So, what does this all mean for brands? Podcasts can no longer be ignored as a way to not only reach Gen Z, but to also connect with them in meaningful ways. Podcast listening is now a major media activity for younger listeners, and it is an effective medium for reaching them at scale. Podcasts play such varied and important roles for Gen Z in their daily lives that there are seemingly infinite options to connect with them in contextually relevant ways, across genres and formats. 

The icing on the cake for brands? Gen Z actually finds utility in podcast ads and will actively seek out more information or even buy the brands they hear. They are key drivers of the creator economy, and they’ll actively support the brands that back their favorite creators and shows.

Now you know, Gen Z is listening to podcasts and is ready to hear your brand messages. And we can help you reach them. Let’s talk.

Learn More About Reaching Gen Z