The New Radio: 5 Podcasts That Have Millennials’ Ears

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To some, podcasts might not sound all that cool, but the “new radio” industry is booming and drawing in listeners in droves—including elusive Millennials. Last year, Apple announced that its customers had subscribed to more than a billion podcasts since 2005, and participating comedians and celebrities have helped to push a podcast renaissance. In one of our recent bi-weekly surveys of 1000 Millennials, we asked about podcasts and found that 35% of Millennials say they are listening to at least one, with 39% of males saying they listen. The fact that they can tune in when it suites them and tailor content to fit their schedules seems to be a huge draw for Millennial listeners, with one respondent telling us, “[I listen to podcasts because of the] customization. Only listen to what I want, when I want.” Niche content is also a major appeal, and Millennials are tuning in to a huge variety of podcasts to learn, be entertained, and often to indulge a very specific interest. Here are five of the most-mentioned podcasts in our panel’s responses: 

1. Welcome to Night Vale
This twice monthly podcast tells the unusual tales of Night Vale, a desert town where the supernatural is common, and mysterious glowing clouds, floating cats, hooded figures, and angels are all part of the citizens’ everyday lives. Each episode, which consists of “community updates” broadcast by Cecil Baldwin and a musical weather report, is an unusual mix of humor, romance, sci-fi, and horror. Fan art devoted to Night Vale is prolific, and the show has begun to stage live performances for their passionate fandom. 

2. Rooster Teeth
Started in 2008 under the name The Drunk Tank, the Rooster Teeth Podcast is an extension of Rooster Teeth Productions, the network behind…

 
 

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The Newsfeed

Quote of the Day: “A lot of people stay in jobs they hate. They feel stuck or need the money. I refuse to do this. I just gave up a Nursing career to be a CSR and I have never been happier.”—Female, 27, IN

YouTube is cracking down on creators that participate in dangerous viral challenges. The media giant updated their community guidelines to take a stronger stance against stunts that spin out of control—like the Tide Pod Challenge. Any creator that performs “pranks that make victims believe they’re in serious physical danger” will earn a strike—three and they’re out. What could constitute a strike? Just ask Jake Paul, who recently drove blindfolded for the #BirdBoxChallenge. (The Verge)

The inner five-year-old of Millennials everywhere is jumping up and down for Hot Topic’s Polly Pocket collab. In partnership with Mattel, the brand that wins at delivering unique styles is dropping a 17-piece collection of nostalgic merch. (The line looks a lot like another throwback collection we called out last year.) In celebration of the iconic toy’s 30th birthday (feel old yet?), ‘90s kids can cop everything from bags to hats to mini makeup palettes that feature shades like “Made in the 90s.” (Nylon)

YouTubers Life OMG! is like The Sims for a generation of aspiring social media stars. Players can pretend to be a video game streamer, a passionate creative, or another influencer. But the game is just as realistic as the kids who play it, making them do chores and deliver newspapers when they’re off the air. Similarly, most kids seem to know the dream is not a full-time gig; just take it from nine-year-old Oliver, who explains, “Of course I will have a good job as well, not just YouTube." (Vice)

Big brands are swooping in to save young shoppers from 2018’s oat milk shortage. The buzzy beverage has become the environmentally friendly alternative to almond milk for Millennial & Gen Z shoppers seeking dairy-free and vegan options. It became a barista favorite this year, mainly thanks to industry upstart, Oatly, which is opening a new factory to up their production. But they better hurry: big brands like Pepsi Co.’s Quaker Oats, Danone’s Silk, and Califia Farms are all getting in on this grain-based trend. (Bloomberg)

The most old-fashioned form of TV is experiencing a surge: over-the-air. While the Post-TV Gen continue to cut the cord, more are buying physical antennas to tap free networks and watch live events. Nielsen data found that this kind of old-school appointment viewing jumped from 9% of all homes in 2010 to 14% last year. Diving deeper into that 14%, about three in five also subscribe to streaming services like Netflix, and their median age is 36. (Fortune)

Quote of the Day: “I’d rather do a job I'm passionate about for a lower salary than do a high-paying but low-rewarding job.”—Male, 18, MA

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