Same Generation, Different Sounds: How Gen Z Consumes Audio at Every Life Stage

Gen Z is rewriting the rules of media engagement—and they’re not all doing it the same way. A high school student on a journey of self-discovery listens differently than a college trendsetter shaping culture, or a Zillennial balancing nostalgia with the new. For brands, understanding these distinctions is the key to creating authentic connections that last.

That’s exactly what we explored in our most recent webinar. Our experts, Loryn Williams, Sales Marketing Coordinator, Lauren Godwin, Sales Marketing Specialist, Audience and Culture, and Alexandria Caggia, Sales Marketing Specialist, Podcasts, introduced three Gen Z archetypes—The Wanderer, The Connoisseur, and The Realist—breaking down how each engages with audio as identity, connection, and culture.

Ready to meet the generation shaping the future of audio?

And if you’re short on time and just want the highlights, we’ve got you covered. Check out the top moments and key callouts from our conversation below.

Rewriting the Media Playbook

“One thing that we can really say about Gen Z is that we are rewriting the media playbook. We're transforming how content is made, how it's shared, and how it is consumed. Think about it: How much time are we really spending online? 

We're living online. So, of course, we're reshaping what that online experience looks like. We're the star of our own feed... And it's because we are the main characters within ourselves. We're also in performance mode—Gen Z is creating viral content for views, likes, and shares. And we're re-imagining audio, of course. From music to elevating underground artists, we're constantly driving new trends and pushing creative boundaries.” - Lauren Godwin

Connections That Are Personal and Impossible to Ignore

“Podcasting gives creators the space to go deep and to unpack ideas and share experiences and have conversations that feel real and valuable. And for the Wanderers, that kind of sustained meaningful connection isn't just nice to have—it's exactly what they've been craving from their favorite voices. That kind of influence follows them into everyday moments that really matter most… And this makes these creators a constant presence in their everyday life.

Our very own Stephanie Soo is a prime example of a Gen Z creator who's been doing the omnichannel thing for years. What started as mukbangs and deep dives into true crime turned into this full-blown content empire that spans formats. She's showing up wherever her audience hangs out. And along the way, she really tapped into these subcultures and niche communities that crave this kind of content, creating a space where her young audience feels seen and understood. And what makes her so impactful with The Wanderers is her consistency across every platform, forging connections that feel personal and engaging and impossible to ignore.” - Alexandria Caggia 

Connoisseurs Craving Discovery

“We've talked about the Connoisseurs and how they use culture as a connector. What we see here is how that plays out in their digital lives. Gen Z gravitates toward platforms that allow them to create, connect, and share in real time. Places where creativity and community go hand-in-hand—like SoundCloud. 

Over half of SoundCloud users are Gen Z, meaning more than half of the platform is built around their presence, especially with the majority of total plays on SoundCloud coming from that generation. And they're also shaping the culture itself, with track uploads, comments, shares, and reposts coming directly from them. So this tells us the Connoisseurs aren't just passive consumers—they're active participants. They’re driving the culture forward by blending creativity with community at every step.

And when it comes to music, the Connoisseur isn't just about the mainstream hits—they crave discovery and the underground. And again, platforms like SoundCloud give them that space to explore, escape, and connect. So for many, SoundCloud is more than a platform—it's their therapist, their stage and their friend group. And half of Gen Z is spending over two hours a day here, showing just how central it is to their lives.” - Loryn Williams

Realists Seeking Real Conversations

“You may think: How are the Realists doing it all? How are they getting along? And our ultimate life hack is podcasts. Podcasts keep us sane. Podcasts hold the power for us. They help us feel connected to the world. And they're really our biggest source of inspiration. The hosts and the conversations propel the leaders of our generation forward through both community and personal development. 

And a prime example of this type of space and audio that provides this sense of community that we're seeking is the Unwell Network. Alex Cooper, although she is a millennial, is really the voice of a new generation. And the Unwell community is full of Gen Z talent and has grown tremendously, becoming a cultural phenomenon and a global movement. Unwell itself is named after a popular internet term used to describe a range of strong emotions, all emotions that we are feeling right now. And this network delivers unfiltered, honest conversations from some of the internet's most coveted influencers, which is exactly what realists are looking for as they navigate the unknown.” - Lauren Godwin

So now you know: If you want to connect with Gen Z—the generation shaping culture, trends, and the future of media—your strategy needs to include audio. That’s where we come in. Let’s talk.

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