In 2022, 26% of 13-24 year-olds were already listening to podcasts on TikTok, according to data from Edison Research. — AFP Relaxnews
Young podcast listeners are increasingly turning to the TikTok social network to listen to their favorite audio shows – a trend that's been on the rise since 2022.
In fact, 30% of 13-24 year-old US weekly podcast listeners have already turned to the Chinese platform to listen, according to the latest survey by Edison Research.
Like YouTube, TikTok has made a name for itself in the podcast world, particularly among young people. According to the latest Edison Podcast Metrics report, 20% of weekly podcast listeners in the US aged 13 and over used the ByteDance app to listen to podcasts in 2024, up from 17% in 2022. This trend is even more marked among 13-24 year-olds, 30% of whom use TikTok to listen to podcasts (versus 26% in 2022).
It's often clips from podcasts that are successful on TikTok, with video playing a crucial role in their popularity. Indeed, a recent Morning Consult study reveals that 42% of American adults prefer podcasts with video.
Video is a key factor
Social networks have become a real source of discovery for new audio programs. A report by American radio group Cumulus Media points out that 20% of those surveyed discovered new podcasts via these platforms.
In 2023, 47% of Internet users aged 13 to 24 listened to a podcast during the past month, representing 24 million Americans, an increase of 57% according to Edison Research.
The popularity of podcasts among the younger generation shows no signs of waning. Several studies suggest that young listeners remain loyal to this format. Video also plays a key role, with fans of video podcasts tending to listen longer, according to Sounds Profitable. In 2023, 84% of Generation Z listeners had watched a video podcast. – AFP Relaxnews
