Gen Z is actively engaging with podcasts, which is good news for creators seeking a younger audience. However, this generation (aged 15-29) has some notable differences in how and where they consume podcasts.
Unlike older listeners who grew up with traditional podcast apps like Apple Podcasts, Gen Z discovers content through social media and YouTube.
The data below reveals these shifts.
Note: when I originally published this report in March 2025, I admitted that the sample was small, and said I would update this post when new data came to light. Jay Nachlis (Coleman Insights) kindly provided the raw data from their study. I have updated this post to reflect this new data. The archived version can be found here.
Which podcast app does Gen Z prefer?
Amongst respondents aged 15-29:
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YouTube is the platform Gen Z uses most often for podcasts, at 46%
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Spotify is the next most used platform, at 35%
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Apple Podcasts is a distant third, at 9%.
Here is the full data table:
Podcast app used most often
| Platform/Service | Total (%) | Ages 15-29 (%) |
|---|---|---|
| YouTube | 41% | 46% |
| Spotify | 26% | 35% |
| Apple Podcasts | 15% | 9% |
| Amazon Music | 4% | 1% |
| The podcast's website | 3% | 1% |
| iHeartRadio | 3% | 1% |
| YouTube Music (different app from YouTube) | 3% | 4% |
| Other | 2% | 1% |
| SiriusXM | 2% | 1% |
| Pandora | 1% | 1% |
| Twitch | 0% | 1% |
| TuneIn | 0% | 1% |
Data source: Coleman Insights/Amplifi Media study (released April 2025)
Spotify is down, YouTube is up
The Coleman/Amplifi study did two separate surveys: one in July 2023, and a second in March 2025.
What's most striking is how Gen Z's preferences changed in-between those two surveys:
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Gen Z's preference for Spotify decreased from 49% to 37%.
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Their preference for YouTube increased from 28% to 44%.
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Their preference for Apple Podcasts was virtually unchanged (8% to 9%).
How does Gen Z discover podcasts?
Gen Z is more likely to discover new podcasts on social media or via an influencer than the rest of the sample.
| Discovery Method | All Respondents (%) | Ages 15-29 (%) |
|---|---|---|
| Social media post or conversation | 57% | 69% |
| Friends and family | 54% | 49% |
| A podcast app or service (i.e., Apple Podcasts, Spotify) | 49% | 52% |
| A podcast host | 42% | 32% |
| Search engine, like Google or Bing | 34% | 22% |
| Influencer/Celebrity | 30% | 46% |
| Advertisement | 23% | 20% |
| Radio station or host | 18% | 16% |
| On TV (broadcast/cable/streaming) | 16% | 12% |
| Print or online news outlet/journalist | 8% | 5% |
| Other | 3% | 1% |
When it comes to specific social media platforms, Gen Z is more likely to discover a podcast on YouTube, TikTok, Instagram Reels, and YouTube Shorts. Short form video is a primary discovery mechanism for this generation!
Does Gen Z prefer audio only, video, or both?
Gen Z still listens to a lot of audio. However, they're more likely to prefer video podcasts.
Which podcast app does each age group use most often?
This breakdown by age group reveals some interesting patterns for podcasters:
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YouTube dominates across all age groups. It's not just a Gen Z phenomenon—YouTube is the most popular podcast platform for every generation, from 18-64.
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Apple Podcasts skews older. Apple Podcasts usage is relatively low among younger listeners (9% for 18-24), but it grows significantly with age, peaking at 21% for the 45-54 group. If your target audience is over 45, don't ignore Apple Podcasts.
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Spotify's sweet spot is millennials. Spotify performs best with the 18-34 age groups (37% and 28% respectively) but drops off significantly with older listeners. The 35+ crowd seems to prefer the simplicity of YouTube or the familiarity of Apple Podcasts.
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The generation gap is real. The difference between how 18-24 year-olds and 55-64 year-olds consume podcasts is dramatic. Younger listeners favor YouTube (44%) and largely ignore Apple Podcasts (9%), while older listeners are more evenly distributed across platforms.
Bonus: who do they consider a “popular podcaster?”
At the end of my original survey, I asked “When you think of ‘popular podcasters,’ which names come to mind?” Joe Rogan was the most mentioned personality, by a wide margin:
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Joe Rogan – 28 mentions
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Alex Cooper – 5 mentions
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Theo Von – 5 mentions
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Call Her Daddy – 3 mentions
What does this mean for podcasters?
If you're trying to reach Gen Z listeners, the traditional "audio-only podcast uploaded to Apple Podcasts" approach isn't enough anymore. Here are the key takeaways:
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Produce audio and video: Gen Z splits their time between consuming podcasts in audio and video. Learn how to make audio and video versions of your show.
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YouTube and Spotify are the primary platforms Gen Z prefers: With 46% of Gen Z using YouTube most often for podcasts, and 35% on Spotify, these should be the core of your distribution focus. Both platforms support video.
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Create short-form content for discovery. Since Gen Z discovers podcasts through TikTok, Instagram Reels, and YouTube Shorts, extract 30-60 second clips from your episodes. These snippets can drive traffic back to your full episodes.
The shift is clear: if you want to grow your audience with younger listeners, you need to meet them where they already spend their time—on social media and YouTube.