A new survey by Transistor has revealed that 76% of Gen Z podcast listeners primarily consume audio-only content, challenging the growing industry focus on video podcasts. The study, which gathered responses from over 100 Gen Z podcast fans, also found that Spotify remains the most popular platform among this demographic.
The survey found that 56% of Gen Z podcast fans prefer Spotify, an increase from 47% in 2021. YouTube, often considered the dominant player in podcast consumption, trails among this demographic, with 21% using it for podcasts—though that number has doubled since 2021. Meanwhile, Apple Podcasts has seen a decline in popularity, with only 10% choosing it as their primary app, down from 16% four years ago.
Audio-only podcasts remain popular
Despite the rise of video content, 76% of respondents primarily listen to audio-only podcasts, while 18% engage with both audio and video. Only 6% say they primarily consume podcasts via video. However, YouTube users are more inclined toward video content, with 52% indicating they watch podcasts either all or some of the time.
Unlike older generations who frequently listen to podcasts in their cars, Gen Z prefers consuming them at home. According to the survey, 59% listen primarily on their phones or tablets at home, while smaller segments listen on public transit (12%), while walking or cycling (10%), or in the car (9%). Only 3% report watching podcasts on their TVs, despite industry conversations about the rise of connected TV podcast consumption.
One of the more surprising findings is the strong preference for fictional drama and horror podcasts. “Welcome to Night Vale” and “The Magnus Archives” were the most frequently mentioned, each receiving 11 votes. Other top choices included “Malevolent,” “The Magnus Protocol,” and “My Brother, My Brother and Me.” Popular mainstream podcasts such as “The Joe Rogan Experience,” “Rotten Mango,” “Acquired,” and “The Daily” also made the list.
Joe Rogan emerged as the most recognised podcast personality, earning 28 mentions—far surpassing any other name. Other notable figures included Alex Cooper and Theo Von, each with five mentions, while “Call Her Daddy” was referenced three times.
Key takeaways for the industry
The findings highlight several important trends for podcasters and media companies:
- Spotify’s dominance: Despite YouTube’s broader rise in podcast consumption, Gen Z remains loyal to Spotify.
- Audio-first approach: The industry’s shift toward video podcasting does not reflect Gen Z’s actual listening habits, as most prefer traditional audio formats.
- Fiction podcasts’ unexpected popularity: Narrative storytelling in podcasting presents a growing opportunity for creators targeting younger listeners.
- Mobile-first consumption: With the majority of Gen Z listening on their phones at home, optimising content for mobile-friendly experiences is crucial.
