What Makes a Gen Z Listen to Influencer Podcasts?
It’s not just you, everyone seems to have a podcast these days. And with content creators and influencers launching a new one seemingly each day, we decided to dig into what gets Gen Z to press play.
The answers were a little…complicated. Because the number of followers behind an account or even the subject of the podcast doesn’t matter. Gen Z is curating their listening habits with precision, and unfortunately, not every influencer podcast will make the cut. But the ones that do? Well worth it.
Gen Z Loves Podcasts… Kind Of
Despite online banter, podcast obsessions aren’t something everyone has picked up in the 21st century. According to our latest poll on the matter, only 11% of our Gen Z respondents (ages 15-27) report listening to podcasts regularly. 47% do tune in occasionally, and 28% say that they check in with certain podcasts every few months.
That’s where Gen Z influencer podcasts become so important. The success of these isn’t guaranteed by follower count alone, but rather the relatability, humor, and clickability, because many are watching podcast clips on reels and TikTok.
How is Gen Z Consuming Podcasts in 2025?
Gen Z loves to flip the script, and that hasn’t changed when it comes to how they’re consuming their podcasts. 42% of Gen Zers aren’t committing to full podcast episodes, but instead choosing to watch highlights of them on either TikTok or Instagram.
Only 28% are listening to the full episode, but depending on the guest or topic, another 14% might be persuaded to listen longer.
This means that when you’re filming a podcast, you’re also filming a (hopefully) viral clip. So set up those cameras and start them rolling, even if you’re just sitting and talking with someone, that’s a clip Gen Z will watch.
When and Why Gen Z Might Stick Around
Authenticity and honesty matter in these podcasts. A lot. Gen Z influencer podcasts thrive when it feels like the listeners are either talking to their best friends or eavesdropping on friendly banter. 69% of respondents to our survey told us that the reason they tune in depends on the host’s personality and honesty.
That was quickly followed by:
58% who want humor or entertainment
42% who seek niche topics like beauty, dating, or pop culture
39% who prioritize relatability
36% who value emotional vulnerability
As one youthteller put it:
"I think she's a great host and brings in new guests that people may not know, which I find interesting..." — Age 25, Vallejo, CA, on Elsy Guevara’s Me and Who Else podcast
Why So Many Podcasts Fail with Gen Z
But these little variables can only hold out for so long if you’re doing something Gen Z doesn’t like. Saying this generation has a short attention span is nothing new, but that isn’t the only factor explaining why they’re quick to exit a podcast. Gen Z is quick to take anything out of their lives that ‘disturbs their peace,’ and that can include people who are more interested in money than helping their audience.
69% drop off when the content feels fake or overly edited
58% hate when podcasts are centered on selling products
50% check out when the host seems out of touch
47% lose interest if the convo says nothing new
As one Youthteller put it bluntly:
“There are so many lame podcasts that influencers make the second they become famous… These shows provide no real value. I only want to listen to things that will help me” — 26 Y/O, Hawaii
What Gen Z Wants From an Influencer Podcast
When it comes to trust, Gen Z influencer podcasts are on a level playing field with traditional media. 28% reportedly trust both equally, but on the contrary, 25% don’t trust podcasts at all, simply viewing them as another form of social media.
So, what gives one podcast an edge?
Both the shows “Call Her Daddy” and “High Low” were the most mentioned podcasts from our respondents. The reasons cited were the balance of well-known and engaging guests, paired with a strong host and a good mix of real talk and genuine conversation that felt as if it was between friends. When Gen Z tunes into a podcast, they don’t want it to be forced, they want it to be entertainment.
Sponsorships: Dealbreaker or No Big Deal?
Look, we already mentioned that Gen Z will tune out over-sponsored, ad-ridden podcasts. But they also understand that these creators need to make money to survive. So, while 50% say that brand sponsorships don’t bother them at all, 22% of those say it depends on how the ads are handled. So partner smart, with brands that make sense for your content. Don’t just randomly sign off on brand deals.
Dream Gen Z Podcasts: What They Want More Of
One of our favorite parts of this survey was asking Gen Z what their dream podcasts would be. And they came up with ideas! From tips on navigating modern life, to fashion and pop culture, the politics of parenting, family marketing, and talking about the importance of diverse voices, there are a lot of gaps in the market, according to young listeners.
All of this proves that Gen Z isn’t anti-podcast, they’re just tired of people buying a mic and then talking about anything so they make money. So if you want to win Gen Z’s ears, don’t start a podcast; give them something meaningful, paired with entertainment.