Gen Zers are most likely to be fans of comedy podcasts, with 75 percent of young listeners saying they are interested in the genre, a view shared by nearly 4 in 5 percent of frequent adult listeners -- categorized in the October survey as those who said they listen to podcasts at least a few times a week. Gen Z listeners also showed interest in true crime (62 percent) and pop culture (55 percent) podcasts, while adults who are frequent listeners favored news (80 percent) and self-help or productivity podcasts (72 percent).
The frequent listener subsample among all adults has a 3-point margin of error.
While news podcasts are more popular among all adults than they are among Gen Zers, younger audiences are showing more interest in the genre, especially since the election, said Chris Corcoran, chief content officer at podcast company Cadence13. The Entercom Communications Corp. division started out developing and monetizing shows for other networks, but now creates its own original content, including a network dedicated to some of the podcast hosts Gen Z likes best: influencers.
Ramble, the result of a partnership between Cadence13 and United Talent Agency, is home to original shows from internet celebrities such as Charli and Dixie D’Amelio ("Charli and Dixie: TWO CHIX"), Emma Chamberlain (“Anything Goes with Emma Chamberlain”) and The Try Guys (“The TryPod with the Try Guys”), which are all available on Spotify.
Influencer-led pop-culture podcasts are also gaining traction, Corcoran said, and helping the general podcast audience grow as a result.
“We’re seeing a huge increase in Gen Z audiences,” he said. “Because these stars are coming into the space, they’re bringing their fans with them.”
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