The New Radio: 5 Podcasts That Have Millennials’ Ears


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…


Want to talk to us about the article
or dive into a custom study?

The Newsfeed

Quote of the Day: “Kids are so busy these days, and I think slime gives them the stress relief needed to just slow things down for a moment.”—Karina Garcia, YouTuber (YPulse)

CVS will soon sell CBD products in eight states. The drug store is getting involved in the cannabis craze by stocking up on personal care products like lotions and sprays that feature the buzzed-about ingredient which 59% of Millennials told us should be more mainstream in our Cannabis Infusion trend. Notably, the drug store won’t be bringing any digestible forms of CBD to their stores though, meaning supplements, edibles, and trendy drinks won’t be hitting their shelves (yet). (Fortune)

Blueface is becoming more than the viral meme that launched his rap career. His hit song “Thotiana” took over social media recently and broke into the Billboard Top Ten, but critics were quick to debate whether he paid his dues in the rap world. But he’s not afraid to admit that “Getting to this point probably took about 25 percent music” and that Blueface is a role he plays, complete with signature dance moves. Now, a sequel to “Thotiana” is in the works and some critics are taking him seriously, calling him “ahead of his time.” (NYTWP)

HBO is challenging fans to find six real-life iron thrones hidden across the globe—all to hype up the upcoming Game of Thrones premiere. The interactive marketing move is the second part of HBO’s #ForTheThrone campaign, which kicked off at SXSW 2019 by asking viewers to shed blood for the show and donate to the Red Cross. The first throne was found by fans within a day after an image of the #Throneoftheforest went live, and the show’s Twitter suggests the second throne has already been claimed as well. (Marie Claire)

Niantic’s Harry Potter game is leveling up the augmented reality gaming introduced by Pokémon Go. In “Harry Potter: Wizards Unite,” Potterheads (the franchise’s Next Level Fandom) search the IRL world for magical objects and creatures using a similar gameplay that turned Pokémon Go into a global craze—but Niantic has made some improvements in their attempt to strike gold twice. In addition to tech upgrades, Niantic is making sure interactive elements are placed in “pedestrian-friendly locations” to avoid accidents. (WSJ)

Saucony is doubling down on Dunkin’-themed sneakers with a second pair. The athletic brand has been heating up the food industry with sneakers inspired by avocado toast, bacon and eggs, and more. And after a successful first run with Dunkin’ last year, they’re coming together again to celebrate the Boston Marathon. It may not seem so symbiotic to all, but 45% of Millennials told us in our Brandoms trend that they like to see their favorite brands take on other industries. (Fortune)

Quote of the Day: “The trend that Riley Rose is tapping into in order to appeal to young shoppers is primarily the K-beauty trend that has taken over in recent years, providing customers with brands that they usually can only find online, now in their store.”—Linda Chang, Cofounder, Riley Rose (YPulse)

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies