Edison Research has revealed that podcasting has become a mainstream powerhouse among Generation Z, with 63% of Americans aged 13-24 actively consuming podcast content monthly.
This shift in consumption is not just casual listening, but a fundamental shift in how the generation discovers entertainment, processes emotions, and builds community connections. Podcasters and producers have an unprecedented opportunity to tap into this audience, who spend over four hours daily with audio content and actively seek authentic voices to help them navigate life's complexities.
The Gen Z Audio Report from Edison Research and SiriusXM Media demonstrates how this generation uses audio content as both entertainment and therapeutic tool for personal growth and community building.
The Key Points
Massive Market Penetration: 63% of Gen Z Americans (35 million people aged 13-24) have consumed podcast content in the past month, establishing podcasting as mainstream media behavior for this demographic
Genre Preferences Drive Engagement: Comedy leads as the top genre, followed by music, entertainment, and true crime, with distinct age-based preferences where younger Gen Z (13-17) gravitates toward music and sports while older Gen Z (18-24) prefers true crime and comedy
Mental Health and Emotional Connection: 61% of Gen Z report that audio content helps with their mental health, 63% use it to cope during difficult times, and 85% listen to music specifically to boost their mood, positioning podcasts as therapeutic tools
Discovery Through Digital Platforms: Older Gen Z discovers podcasts primarily via YouTube and social media platforms, while younger teens rely more on personal networks, requiring podcasters to optimize for visibility across multiple digital touchpoints
Brand Engagement and Monetization Potential: 43% have discovered new brands through podcasts, 41% pay attention to brands collaborating with favorite shows, and 36% are more likely to purchase products promoted by trusted hosts, but only when advertising is honest and transparent
Highlights
Daily Audio Consumption: Gen Z spends an average of 4 hours and 10 minutes daily with audio content
Cross-Platform Strategy: 48% still listen to AM/FM radio or SiriusXM weekly, indicating opportunity for integrated audio strategies
Top Shows: Rotten Mango, Crime Junkie, and Call Her Daddy rank among the most-listened-to weekly shows
Social Function: 41% find companionship through audio, 38% feel sense of community
Optimistic Outlook: 79% maintain positive future outlook, 75% actively work on personal growth
Why It Matters
This research fundamentally changes how we understand podcast audiences and content strategy. Generation Z isn't just consuming podcasts—they're using them as essential tools for emotional regulation, community building, and personal development. Unlike traditional media consumption, this generation views audio content as a trusted companion that helps them process emotions, cope with stress, and maintain mental wellness.
For anyone in the podcasting space, this means the opportunity extends far beyond entertainment; it's about creating meaningful connections that serve real psychological and social needs. When 61% of an entire generation credits audio content with improving their mental health, we're looking at a medium that has evolved into something closer to digital therapy and community support than traditional broadcasting.