YPulse has been tracking podcasts’ increasing influence on young people for years, and back in 2023, we predicted that podcasts would become one of the most important franchises to watch. Well, we were right! Today, YPulse data shows 83% of 13-39-year-olds listen to podcasts, a +19pt increase since 2021, and 38% listen weekly or more often. What’s more, 82% of young consumers now watch podcast video content, with 37% watching podcast video content weekly or more. And no matter the audience your brand is trying to reach, there’s likely already a podcast community built around it. Because listeners often spend hours each week with their favorite hosts, podcasts offer brands access to highly engaged audiences in a way few other media channels can. Podcast personalities are filling the role that talk show hosts once occupied, with figures like Alex Cooper of Call Her Daddy being likened to Gen Z’s Oprah. YPulse’s Media Consumption report even shows 67% of young consumers agree, “Videos of podcasts are the new talk shows.”...
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