For Gen Z, social networks are a gateway to podcast discovery

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.