The media panorama continues to morph as a brand new report from strategic consultancy and advertising and marketing 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-Growing Recognition, finds that a good portion of Gen Z (greater than 1 / 4) and Millennials (greater than a 3rd) hearken to podcasts each day. Actually, since they started listening to podcasts, listeners reported that 28 % of them watch much less TV, and 24 % browse social media much less typically. Even one-third of Gen Z listeners mentioned they now spend much less time enjoying video video games.
There are generational gaps within the forms of podcasts to which aficionados hear, nonetheless:
- Gen Z prefers comedy (47 %) adopted by popular culture (34 %)
- Millennials additionally favor comedy (45 %) adopted by true crime (35 %)
- Gen X prefers information (33 %) adopted by comedy (32 %)
- Child Boomers additionally favor information (37 %) adopted by politics (36 %)
Video podcasting is in style, notably by way of YouTube (45 %) which is very in style amongst males. Trying forward, KS&R expects augmented actuality (AR), digital actuality (VR), and different interactive options to grow to be more and more frequent, elevating the podcasting expertise with extra interactive and immersive content material.
“On this podcasting panorama, we’re witnessing a profound shift, notably within the loyalty and affect of ‘tremendous listeners,’” mentioned Jennifer Longo, KS&R telecom, leisure and content material specialist, in a information launch. “It’s an thrilling time for podcasting, with boundless prospects on the horizon.”
Learn the complete 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 shoppers ages 13-76, contacted via a nationwide on-line panel.