When Does Gen Z Consume Podcasts? New Survey Offers Some Clues.

Gen Z is a big consumer of podcasts, and a new report on the generation’s media habits offers fresh insights into what time of day they are turning to on-demand audio. A newly published research study called “Gen Z Culture Decoded” finds afternoon and evenings are the biggest dayparts for podcast consumption.

The survey from Toluna, along with Halford Media Advisory and Coraly Partners, shows 72% of Gen Z respondents listen to podcasts in the afternoon, with 71% reporting they listen during the evening. That tops the 64% that listen in mornings or 52% who listen late at night.

The podcast listening times are not much different when it comes to watching a video podcast episode. The survey finds evenings (69%) and afternoons (68%) are most commonly the times when they watch an episode, with less than two-thirds (63%) watching in mornings or late-nights.

The podcast patterns mirror Gen Z’s listening to audiobooks, while its listening to live AM/FM radio peaks in the mornings and then declines throughout the day.

The survey also asked Gen Z what kind of podcasts they prefer to listen to. Comedy came in first, followed by true crime and shows focused on entertainment and pop culture. And when they were asked what makes an audio ad most engaging to them, they said it is the ad’s quality, followed by personal relevance and comedic elements.

Among the survey’s findings:

• Social platforms and YouTube are the starting point for discovery for 71% of Gen Z consumers.

• At any time of day, more than 55% of Gen Z consumers are “always on” for each activity studied, including Discovery, Social, YouTube, Entertainment, Sports, News, Games, Shorts/Vertical Video and Ads.

• Social media is ubiquitous — at least 74% use it at any time of day.

• Watching video builds throughout the day and peaks in the evening.

• Music, audiobooks and podcasts skew toward afternoon/evening.

• Radio and news updates are more for the start of the day.

• Comedy is the top genre across entertainment platforms and a preferred element in advertising.

“We started with the thesis that the first generation to go through puberty with social media would have different media appetites,” said Mary Ann Halford, Halford Media Advisory Managing Principal. “While social media and YouTube are starting points for Gen Z content discovery, their consumption patterns are complex and sometimes surprising.”

The survey is based on data collected from of 2,000 U.S.-based respondents. Download a copy HERE.