Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Gen Z loves podcasts—and considers them far less toxic than social media

The news: SXM Media and Edison Research released their Gen Z Podcast Listener Report last week, which investigates the podcast consumption and related purchasing habits of US individuals ages 13 to 24. The upshot: This group likes to listen to podcasts.

Gathered from 1,000+ interviews, the demographically adjusted data provides insights for marketers targeting this diverse audience.

By the numbers:

  • Gen Z's monthly podcast listening has risen by 57% over the past five years, with 47% of Gen Zers (approximately 24 million listeners) engaging with podcasts in the past month.
  • 66% of Gen Z listeners use podcasts to stay updated on the latest topics, while 61% tune in to keep abreast of social issues.
  • Despite the trend of multitasking while consuming content, a surprising 82% of Gen Z listeners have reported listening to podcasts without doing anything else.
  • 43% of Gen Z listeners ages 16 and above have purchased a product after hearing a podcast ad; one in three have asked someone to buy a product for them after hearing it advertised in a podcast.

Compare and contrast: Podcasts factor into Gen Z’s emotional wellbeing. Over 80% of listeners use podcasts as a means of relaxation, around two-thirds listen for escapism, and more than half listen to gain a better understanding of their own feelings.

  • Podcasts offer a marked contrast with social media: Nearly a third of Gen Z listeners believe that social media has hurt their emotional well-being, per an April McKinsey Health Institute report. That negative effect is especially true for Gen Zers who dedicate more than two hours daily to social media.

Our take: The report not only paints a detailed picture of Gen Z's evolving podcast listening habits but also points out that it’s a diverse cohort.

  • Monthly Gen Z podcast listeners are now 46% female, up from 42% in 2018, and more diverse than all US listeners, with 20% being Hispanic/Latino, 15% Black/African American, and 4% Asian. That makes podcasts a shrewd place for advertisers interested in these cohorts to invest ad dollars.