Looking for Your Podcast Ad Audience? Tune In with Gen Z

Gen Z is creating their own path. They’re confidently and unapologetically remixing trends, rewriting identity, and shaping what's next in culture. And they’re doing it all while listening to and pulling inspiration from podcasts. 

For Gen Z, audio is more than a background noise, it’s an essential part of their daily lives and an outlet for them to boost their mood, connect with others, and take a break from the hustle and bustle of everyday life. In fact, nearly seven in 10 listeners say audio has brought them joy and more than half say audio has provided them with a sense of community. And 86% of Gen Z turn to audio to help boost their mood.

That’s why the SiriusXM Podcast Network has become their cultural home base, where the biggest voices for Gen Z listeners live and where brands can reach one in four listeners aged 13-24 on a monthly basis.

The Identities of the Gen Z Podcast Listener

Gen Z can’t be put into a box when it comes to podcast consumption. They listen to an average of almost seven podcast genres, ranging from true crime, to sports, to comedy, and more. They’re turning to podcasts to keep them connected to the topics they care about, like 70% Gen Zers who say podcasts keep them entertained and engaged with the topics they’re interested in.

Podcasts are a source of community, positivity, and connection, and 51% recommend podcasts to friends and family as a way of connecting with them, while half say listening is how they feel like a part of something bigger. Within this vast landscape, three distinct types of Gen Z listeners stand out.  

For advertisers looking to reach this young, up-and-coming generation, it’s important to understand who they are (hint: they’re not all the same) and what they’re listening to.

The Wanderer 

Wanderers are the youngest Gen Zers. They’ve grown up in a world fully immersed in social media and are true digital natives. In order to find themselves in a sea of swipes and influencers, these teens ages 13-17 find identity in the voices they follow and trust. They’re serious about listening, with 71% of Gen Z listeners saying podcasts keep them entertained and engaged. Podcasts are a safe space, offering authentic voices, relatable experiences, and positivity. 

Over half (53%) of them agree that podcasts bring joy to their life. This is why they gravitate to podcasts like The Optimist Project with Yara Shahidi where they can hear real and relatable stories that serve as a reminder to stay positive. And with creators like Madeline Argy, they can connect with them beyond their feeds but across YouTube, video, and social platforms. In fact, creators' presence across different outlets of media is becoming a huge part of what Gen Z podcast listeners love about the medium. 

We’ve found that one in four of Gen Z teens 13-17 have subscribed or followed to the show to know when new episodes are released. And almost half of teens have followed their favorite podcast creator on social media. Omnichannel consumption is the wave of the future, and the more places creators are showing up, the more Gen Z wants to tune in—and the more ways for brands to connect.

The Connoisseur

Connoisseurs are not only locked into the vibes of today, these Gen Zers are ahead of the curve, discovering what’s next and bringing it to light. Ages 18-24, they see listening as growth—personally, culturally, and even professionally, like 47% of listeners who say that podcasts help them focus on positivity and personal growth. For them, shows like Going West: True Crime hit the sweet spot, combining unconventional storytelling with cultural edge—and appealing to Gen Zers who are drawn to true crime and mysteries that keep them on their toes. It’s no surprise that the show draws millions of monthly downloads and commands a massive audience across social media. Meanwhile, brands looking to stay tuned in with these trendsetters should stick to fan favorite shows like Rotten Mango, just look at the stats:

• #20 show in the US

• #4 largest show for listeners ages 13-24

• 3M monthly downloads

• 9.8M social media followers

From creators like Heath Merryman to Alex Cooper, these podcasters keep Connoisseurs hooked, and brands can take advantage of advertising solutions that reach them with their headphones on, eyes on the screen, or when they have their phone in hand. And as the #1 podcast network for listeners 18+, we’ve got you “in” for reaching the connoisseur.

The Realist

Last but certainly not least, we have the Realist, also known as zillennials. Ages 25-29, this group blends nostalgia with the trends of today, craving content that feels like it connects them to memories from their childhood while pushing them into connection and community. Realists are the oldest of the generation and fully immersed in the workforce. They’re building their careers, managing businesses, starting families, and holding considerable consumer power. 

They bridge the connection between childhood nostalgia and trends of today with creators like Tinx. Shows like It’s Me, Tinx create spaces for them to feel seen and connected with content around hot girl walks or dating advice all the way to navigating life's daily feelings. Listeners of this show are highly educated, high earners with an average $150K+ HHI. And they're tuning everywhere, not matter what they're doing, like listening while exercising (42%), working (52%), riding in the car (49%), and getting ready for a night out (40%). That means your brand can be with them anytime, anywhere—connected to the voices they trust.

Brands, Gen Z, and Action

Podcasts are more than entertainment for Gen Z, they offer community, culture, and connection. With SiriusXM Media, brands have the chance to show up in the middle of those moments, extending their messages across platforms with the shows and storytellers who’ve gone from podcasters to full-fledged influencers. Listeners trust the word of creators. Almost half of listeners say they have discovered new brands or products while listening to podcasts, and 38% of them say that they prefer brands that share the same values as podcast shows or hosts they like.

Whether they’re Wanderers, Connoisseurs, or Realists, Gen Z is listening, and they’re ready to hear from you. Let’s talk. 

Want More Gen Z Realness? Read On.