Welcome to PodGuide, a bite-sized dose of pod knowledge from me, Ginni Media’s Ginni-in-Chief.
We’re back this week with some interesting new statistics from Edison Research that may just indicate a shift in the way we podcast.
The major surprise? Americans ages 12-34 have actually decreased their podcast listening—by a whopping 6% in the last year. That’s the first decrease podcasting has seen in over a decade!
So, just as the Millennials killed diamond rings, paper napkins, and home buying, are they now working with Gen-Z to signal the death of podcasts?!
Not so fast—let’s hold our horses on that one...
While we did see one demographic decrease, listeners ages 34-54 have actually increased by 4% in the last 12 months. Experts credit this the fact that many have now gone back to the office in light of lifted COVID restrictions.
Now, we don’t love to see any decrease in listeners, but we think the most likely culprit for the Zoomer-led drop is the media's perennial enemy: dwindling attention spans.
In this case, we’d like to lay blame squarely at the feet of TikTok, which has seen a whopping 57% usage increase in the last year.
It’s almost as if someone should marry the two ideas… sort of like a short, sweet, 60 second podcast… like sweet little podcast nuggets… or perhaps even… pod pops?!Someone should definitely get on that idea!
Well, dear listeners, that does it for this week’s episode of PodGuide. Tune in next week for another factoid… from the depths of podcasting!
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