Two-thirds of Generation Z podcast listeners listen to or watch podcasts to stay up to date with current topics. — AFP Relaxnews
How do you discover new podcasts or find out when a new episode of a podcast you've been following has been released? For Gen Zers in the US, it’s all about social networks. Google, TikTok and Instagram have become particularly effective gateways to podcast listening, according to recent research.
You may have already come across video podcast excerpts on TikTok or Instagram. According to “The Gen Z Podcast Listener Report” by SXM Media and Edison Research, nine in ten Gen Z listeners have watched or listened to a podcast clip on social networks. Among them, 73% say that this extract led them to listen to or watch the podcast on another platform.
In fact, social networks have become real research and discovery tools for young people, who often prefer them to Google. By spending more time on social networks, the possibilities for discovering new products or consumer goods expand.
When it comes to platforms, Gen Zers are most likely to discover podcasts on YouTube (84%), followed by TikTok (80%) and Instagram (71%). Given the decline of Facebook and Twitter, it's not surprising that only 55% of Generation Z users discover new podcasts on these two social networks. Platforms such as YouTube have also developed tools to support podcasts.
In addition to listening to or watching new podcasts, Gen Z listeners use social media as a means to further engage with their favorite shows, by following hosts' or guests' accounts, following the show's account, or sharing an episode.
In fact, these young listeners trust podcasts more than social networks to find verified information. Only 17% of young podcast listeners trust the information they read on social media. – AFP Relaxnews
