For years, the word “podcast” has been synonymous with audio-first content—a passive listening experience consumed during commutes, workouts, and downtime. But, according to NuVoodoo Research that perception is no longer accurate.
Podcasts have quietly become a video-first medium, and the numbers tell a striking story: YouTube is dominating podcast consumption, often outpacing traditional audio platforms. This shift is so significant that the very word “podcast” may be limiting creators, especially those who don’t fully embrace video.
It’s important to establish that podcast consumption is alive and well across all generations. Regular and heavy daily use shows strong engagement across age groups.
Daily Podcast Consumption (30+ Min):
- Millennials lead the way at 43%.
- Gen Z follows at 37%.
- Gen X sees 29% engagement.
- Boomers+ still show 12% engagement, demonstrating at least some reach across generations.
- Millennials outpace all generations for heavy daily podcast consumption (60+ Min) at 30%, far out-distancing even Zoomers (23%)
YouTube is the #1 Podcast Platform: Looking at weekly podcast consumption, YouTube is the most widely used platform across all generational segments among podcast users, including Millennials, Gen Z, Gen X, and even Boomers. In fact, Gen X males (70%), Millennial males (67%), and Millennial females (65%) report using YouTube for podcasts more than any dedicated audio platform. Even among Boomers+, YouTube pulls in 61% of males and 52% of females.
Compare this to Spotify, the leading audio-only platform, where Gen Z females (54%) and males (53%) engage at high levels, but numbers drop significantly among older demographics. Apple Podcasts barely registers, with no generation cracking 25% weekly usage.
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