What are the kids listening to these days?

Nov 15, 2022

Gen Z is a nostalgic generation. We see it in things like the popularity of older sitcoms like Friends and the resurgence of fashion trends from decades past. Maybe it’s because nostalgia provides a sense of comfort during tumultuous times. The podcast format is reminiscent of simpler days (radio), and in an age of 7-hour-per-day screen time, podcasts allow Gen Z to partially “unplug” while still staying current. 

Average podcast listenership among Gen Zs in the U.S. increased by 62% on Spotify from 2021 to 2022, and globally, with Mental Health being their top podcast genre. They’re turning to podcasts for judgement-free support, and seeking answers to emotional subjects. In fact, 55% of 18 to 24-year-olds said they turn to podcasts to get answers to hard/personal questions before talking to their families about it, according to a 2022 Spotify study.

Insight: It seems like everyone these days is jumping on the podcast popularity, and while we still see it as a way for brands to build a relationship with consumers, you need to have a unique point of view to standout and bring real value. This is about being meaningful to a consumer’s life, not about branded content.

Inspiration: File this under unique (as least for the moment). Cappuccino is a podcasting app you download with friends where you all record audio bits of funny moments/life updates throughout the day. Cappuccino then mixes your audio clips together, adds background music, and has it ready for you to “drink” the next morning, designed to keep you in touch with your inner circle. What’s YOUR Cappuccino?

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