The media panorama continues to morph as a brand new report from strategic consultancy and advertising analysis agency KS&R reveals that conventional media is shedding extra floor to different sources as all generations, spearheaded by millennials and Gen Z, are more and more turning their ears to podcasts.
The agency’s new analysis report, Podcast Frenzy: Driving the Wave of Ever-Rising Reputation, finds that a good portion of Gen Z (greater than 1 / 4) and Millennials (greater than a 3rd) hearken to podcasts every day. In truth, since they started listening to podcasts, listeners reported that 28 p.c of them watch much less TV, and 24 p.c browse social media much less typically. Even one-third of Gen Z listeners stated they now spend much less time enjoying video video games.
There are generational gaps within the kinds of podcasts to which aficionados hear, nevertheless:
- Gen Z prefers comedy (47 p.c) adopted by popular culture (34 p.c)
- Millennials additionally choose comedy (45 p.c) adopted by true crime (35 p.c)
- Gen X prefers information (33 p.c) adopted by comedy (32 p.c)
- Child Boomers additionally choose information (37 p.c) adopted by politics (36 p.c)
Video podcasting is fashionable, significantly by way of YouTube (45 p.c) which is very fashionable amongst males. Trying forward, KS&R expects augmented actuality (AR), digital actuality (VR), and different interactive options to grow to be more and more widespread, elevating the podcasting expertise with extra interactive and immersive content material.
“On this podcasting panorama, we’re witnessing a profound shift, significantly within the loyalty and affect of ‘tremendous listeners,’” stated Jennifer Longo, KS&R telecom, leisure and content material specialist, in a information launch. “It’s an thrilling time for podcasting, with boundless potentialities on the horizon.”
Learn the total report right here.
Findings are from KS&R’s Entercom & Recreation Panorama Survey. 5,000 on-line surveys had been accomplished March-April 2023, amongst customers ages 13-76, contacted by means of a nationwide on-line panel.
