In 2025, Generation Z (ages 13–24) has emerged as the fastest-growing demographic in podcast consumption. According to Edison Research, nearly half of Gen Z in the U.S. are monthly podcast listeners, translating to approximately 24 million individuals (Edison Research).
This surge presents a significant opportunity for content creators and marketers aiming to engage with a digitally native and culturally influential audience.
📈 Why Gen Z Is Flocking to Podcasts
- Early Adoption Leads to Deeper Engagement: Gen Z individuals who began listening to podcasts during childhood consume an average of 10.6 hours weekly, compared to 6.6 hours for those who started in adulthood .
- Visual Elements Enhance Appeal: A significant 84% of Gen Z podcast listeners have engaged with podcasts that include video components, highlighting the importance of visual content.
- Social Media as a Discovery Tool: Platforms like TikTok and Instagram play a pivotal role in podcast discovery for Gen Z, with 75% of listeners using TikTok to find new shows.
- High Responsiveness to Advertisements: A notable 82% of Gen Z podcast listeners have taken action after hearing a podcast advertisement, including making purchases or visiting product websites.
🎙️ Preferred Formats and Topics
- Short-Form and Video Content: Gen Z favors concise, visually engaging content. Podcasts that offer video snippets or are available on platforms like YouTube tend to resonate more with this audience.
- Authentic and Relatable Themes: Topics such as mental health, personal development, and social issues are particularly appealing to Gen Z listeners. They seek content that reflects their values and experiences.
- Interactive and Community-Driven Content: Podcasts that encourage listener interaction, such as Q&A sessions or community discussions, foster a sense of belonging and engagement among Gen Z audiences.
📱 Discovery Behaviors
- Social Media Integration: Gen Z often discovers new podcasts through social media platforms, emphasizing the importance of a strong online presence for podcasters.
- Peer Recommendations: Word-of-mouth and recommendations from friends significantly influence Gen Z's podcast choices.
- Platform Preferences: While Spotify remains a popular platform, YouTube has become the preferred service for podcast consumption among Gen Z, offering both audio and visual content (Edison Research).
🌍 Tim Africa’s Perspective: Connecting with Gen Z in Africa
For African creators and brands, engaging with Gen Z requires a nuanced approach:
- Embrace Multimedia Content: Incorporate video elements into podcasts to cater to Gen Z's preference for visual content.
- Leverage Social Platforms: Utilize platforms like TikTok and Instagram for promotion and engagement, tapping into the spaces where Gen Z spends their time.
- Authenticity is Key: Develop content that authentically represents African experiences and narratives, fostering a genuine connection with listeners.
- Encourage Interaction: Create opportunities for listener participation, such as live Q&A sessions or community forums, to build a loyal audience base.
At Tim Africa, we believe that by understanding and aligning with Gen Z's preferences, African podcasters and brands can cultivate meaningful relationships with this influential demographic.