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From work to downtime, devices and technology are deeply woven into everyday life, and it can be difficult to disconnect. That’s especially true for Gen Z, who grew up during the digital age. When CivicScience asked how reliant Gen Z aged 18-29 is on technology (like social media, AI, and smartphones) as a form of escapism, just 17% of them said they’re ‘not at all’ dependent, less than half the percentage of the Gen Pop (38%) Meanwhile, one-third say they’re ‘very’ dependent, 12 percentage points higher than the general population. That translates into significant screen time, which shapes how they consume media, engage with content, and make purchasing decisions.
That’s why CivicScience is launching a new content series exploring Gen Z adults’ media consumption habits and what they mean for brands, marketers, publishers, and media partners. The first installment dives into the ever-growing world of podcasts, offering early signals of where media behaviors and expectations may be headed next among this key, pivotal audience.
Digital Audio And Podcasts Gain Ground, Especially Among Gen Z
As Americans – especially Gen Z – turn to technology for escape, digital audio (like music streaming and podcasts) is reaping the benefits. Today, the percentage who listen to 2+ hours per week is also growing – 17% of U.S. adults now say they listen to two or more hours of digital audio per week, marking a five-point increase from 12% in 2022. The trend is even more pronounced among Gen Z (18-29) – 30% now listen to 2+ hours of digital audio per week, marking a 10 percentage point jump from 2022.
But it’s not just music that’s driving more Americans and Gen Zers toward audio. Podcasts are enjoying a boom in their own right too. So much so that a quick search engine query of “podcast equipment tariff joke” yields several results, all with a similar quip. CivicScience data show three-quarters of Gen Z adults now listen to podcasts to some extent, up from 70% in 2024 (compared to a two percentage point jump to 54% among the Gen Pop).
Genre preferences are also shifting listeners. Comedy, true crime, and pop culture have all made gains since last year, with the latter two up two percentage points year-over-year. Meanwhile, interest in news and politics podcasts declined, likely a reflection of post-election fatigue and ongoing volatility. Still, about one-quarter of Gen Z listeners remain engaged with the category, even as legacy media struggles to maintain its footing.
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As to where Gen Z is listening to their podcasts, YouTube is the clear frontrunner, followed by Spotify. All other platforms are much less common.
Coinciding with the expanding audiences is the growth of using podcasts as an accompaniment for exercising. This is particularly noteworthy given that additional CivicScience data show as many as 42% of Gen Z adults report using exercising as a form of self-care.
Why It Matters
Notably, American well-being faltered in June, while showing tiny gains so far in July amid a volatile news cycle and persistent feelings of uncertainty. Gen Z podcast listeners are much more likely than Gen Z non-listeners to be experiencing negative emotions, which lends to the need to find an escape, such as through podcasts. But as the data also shows, this doesn’t mean they aren’t still willing to spend.
- Priorities for increased spending: Looking ahead to the second half of 2025, Gen Z podcast listeners are most likely to prioritize clothing for increased spending, while sporting goods and automotive are less common.
- Negative emotions: Gen Z podcast listeners are more likely to have felt somewhat or strong feelings of both stress and worry over the past week compared to non-listeners.
- Uncertainty hits home: Gen Z listeners are roughly 20 percentage points more likely to be concerned about potential tariff impacts and more than twice as likely to plan on switching banks in the next three months.
- Recent Spending Habits: Uncertainty hasn’t slowed listeners’ spending; 46% of Gen Z podcast listeners say their spending has been ‘higher than usual’ over the past week, compared to 19% non-listeners.
Use this Data: CivicScience Media and Publisher Partners use real-time data like this to better understand audience mindset and deliver content that resonates in a changing landscape.
Data showing these listeners are more likely to be in a spending mood is important as well because the host(s) of the shows they’re listening to have a fair amount of influence over their purchasing. Especially when compared to Gen Pop podcast listeners.
In a media environment defined by fragmentation and fatigue, the rise of podcasts—especially among emotionally engaged Gen Z adults—highlights a rare point of sustained growth. With minimal cost to access and strong emotional pull, podcasts are poised to become an essential pillar of the modern media mix, offering publishers a way to connect more authentically and durably with younger audiences.
Stay tuned for the next installment of this series exploring Gen Z media consumption trends in 2025.
