9 Things We Learned from Ofcom’s 2021 Podcast Survey


6. Gen Z are Selective but Baby Boomers are Scarce

One of the most surprising insights from the survey was the behavioural habits of listeners in different age groups.

Though I imagine most would assume younger listeners, who tend to champion tech and apps more so than older groups, would be more exploratory and keen (as well as capable) to discover more podcasts independently.

However, as the below shows, 16-24 year olds are actually pickier with their podcasts. Only 14% of Gen Zers listen to more than 6 different podcasts a week, with many choosing to stick with their favourites. On the contrary, 37% of 35-54 year olds listen to 6+ podcasts a week.

This suggests older audiences are more easily persuaded to listen to new shows. However, their listening tends to be more concentrated on BBC Sounds, so although an easier target, the potential audience is much smaller.

Conversely, younger listeners may need some persuading to listen, but they also subscribe to the same number of shows, which means if they like you they’ll stick with you.

But lost in the crowd are the 35-54 year olds, who show a consistent appetite to listen to more podcasts, but are also regular users of a several podcast players. Could this generation be the key to building an audience for your new show?

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