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According to a new study by IPSOS, commissioned by iHeartMedia Gen Z and Younger Millenials are really latching on to podcasts.
The study of 6,016 consumers, aged 13–64 who listen to 1+ audio platform at least once a week, revealed that the audio landscape is exploding and podcasting is one of the beneficiaries of that growth.
The Ipsos study revealed that consumer interest in audio is now at an all-time high, with listeners enjoying more audio content across a vast array of platforms including broadcast radio, digital streaming, podcasts and smart speakers.
Consumers are embracing podcasts, according to the study, with listening growing tremendously especially among younger Millennials and Gen Z. “Compared to just two years ago, podcast listening is up 48 percent with people aged 12–24, according to a separate Edison Infinite Dial 2019 study. iHeartMedia’s study further found that podcasts now represent almost 10 percent of audio listening among Millennials and that podcast listeners are also radio listeners, with 82 percent also listening to radio on a weekly basis. In addition, radio continues to be the #1 audio choice for Gen Z. and podcasts are replacing online video as a daytime escape for many during work and school.”