How to Reach Gen Z Through Podcasts: A Guide for Brands
- Kacey Clarke
- Sep 29
- 4 min read
Gen Z is often at the center of marketing conversations, but let’s be honest, it is also one of the most frequently misunderstood groups. The Gen Z label spans those born between 1997 and 2012, a generation whose world has practically always included smartphones, streaming, and social media. They’re used to being inundated with online content, as such they place a premium on authenticity, inclusivity, and genuine connection, and they expect the same from the brands they interact with.
That can feel like a tall order for marketers, but it is also an opportunity. Gen Z has little patience for anything that feels forced or irrelevant, they’ll scroll past or tune out pointless ads in an instant. But when a brand gets it right, this generation doesn’t just watch or listen; they engage, share, and actively support the creators and platforms they trust.
One of the places they’re investing that trust in is podcasts. Research from Edison shows that nearly half of all Gen Z in the U.S. are monthly podcast listeners, with an average listening time of 7.7 hours per week. This isn’t just background noise, it’s time they’re actively choosing to spend with the voices they care about.
So how can brands tap into that? It starts by understanding why podcasts strike a chord with Gen Z and how to leverage the medium to create genuine, lasting connections.
Why Podcasts Work for Gen Z
On the surface, it may feel odd that a generation hooked on short-form content is also dedicating hours to podcasts. But the truth is that podcasts deliver something bite-sized TikToks can’t, space for real conversations, deeper storytelling, and the sense of authenticity that Gen Z craves.
Here’s what Gen Z is tuning in for (Edison):
84% want to dive deeper into topics they care about.
74% seek perspectives they won’t find in traditional media.
66% stay updated on cultural trends.
61% track social issues that matter to them.
Podcasts slide seamlessly into Gen Z’s busy routines, allowing them to consume content while commuting, exercising, and taking some well-deserved downtime. And the beauty of host-read ads? They blend naturally into the episode, feeling like a recommendation from a trusted voice rather than a disruptive commercial.
Matt Smith, Trends Analyst at GWI, says:
"Podcasts provide a unique opportunity for brands to reach listeners in an environment where ads can feel like a part of the experience."
Popular Podcast Genres for Gen Z
To reach Gen Z effectively, you need to know where they’re spending their listening time. Sirius XM research shows clear podcast genre patterns:
Comedy (37% of listeners are Gen-Z)
Music-related (35%)
Entertainment/Celebrity/Gossip (30%)
True Crime (29%)
Sports (26%)
Age matters too:
Younger Gen Z (13–17): music, comedy, sports.
Older Gen Z (18–28): comedy, true crime, entertainment.
Matching your brand to the right genre ensures your messaging lands where it’s most likely to resonate.
Why Podcast Ads Resonate With Gen Z
Here’s the magic: podcast ads aren’t just heard, they’re acted upon.
74% don’t mind 30-second ads.
42% pay attention to most or all of the ads they hear.
62% have taken action after hearing a podcast ad (Nielson).
69% feel more positive about brands that support their favorite podcasts (Sounds Profitable).
That’s because podcasting is essentially word-of-mouth at scale. Listeners trust hosts they love, and that trust extends to the brands they promote.
How to Advertise to Gen Z via Podcasts
Here’s where your brand can shine. Podcasts are a space where creativity, authenticity, and engagement converge, and these five points are strategies proven to work with Gen Z:
1. Focus on the Right Genres
Don’t spread yourself too thin. Concentrate your efforts on the genres your audience already loves. Comedy, true crime, music, and lifestyle shows are a natural fit.
2. Prioritize Host-Read Ads
Gen Z trusts the voices they follow. Ads read by hosts feel authentic, conversational, and part of the show, unlike traditional spots.
“Younger generations value a deeper personal connection to content and are drawn to hosts that they find relatable. Podcasts are a powerful way to reach these audiences authentically.” ~ Matt Smith (Trends Analyst at GWI).
3. Engage With Interactive Content
Make your ads a two-way conversation. Promo codes, listener challenges, and polls give Gen Z a reason to engage actively. Studies show six in 10 Gen Z listeners value entertaining ads, and half are drawn to unique experiences (Sirius XM).
4. Prioritize Mobile-First Experiences
Gen Z listens on smartphones more than any other device. Optimize your campaigns for streaming apps, clickable promo codes, and social sharing to meet them where they are.
5. Test, Measure, and Optimize
Track engagement, and iterate. Metrics like completion rates, promo code use, and social engagement reveal what’s working and what needs adjusting. Partnering with a podcast advertising agency ensures you hit the right audience efficiently.
Final Thoughts
Gen Z isn’t hard to reach, you just have to know how to reach out. Gen Z wants to be communicated with, not at. Podcasts create intimacy, authenticity, and relatability in ways other channels can’t.
For marketers, the takeaway is simple:
Earn attention with authentic, entertaining ads.
Build trust through host partnerships and value-aligned content.
Meet them where they are, on mobile, across platforms, and in the podcasts they love.
Gen Z is already listening. The question is, will they be listening to your brand?
Ready to Reach Gen Z Listeners?
At PAWW, we specialize in helping brands craft podcast campaigns that connect, engage, and convert. From selecting the right shows to creating authentic, high-impact messaging, we help you turn listeners into loyal customers.
Let’s make your next campaign unforgettable. Contact us today.
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