Generation Z and podcasts: the channel that is gaining attention against TikTok

Generation Z and podcasts aren't the first combination many would think of when considering young people's media habits, which is precisely why the data discussed on Cierre de Semana is so striking. A report cited in the episode indicates that, in the United States, daily podcast consumption surpasses the time spent on TikTok among the general public, and that six out of ten members of Gen Z regularly listen to podcasts on a monthly basis.

 The marketing opportunity isn't just about increased listenership. It's about the relationship built with the content. In the study discussed, mentions within podcasts were perceived as more authentic than influencer marketing pieces, and podcast ads were reported as less intrusive than other digital formats. For a generation that grew up with the "skip ad" button, that difference is worth noting.

 But be careful not to turn this data into an automatic solution. Being featured in a podcast doesn't magically make an ad relevant. Consistency between audience, content, product, and how the message is integrated remains a key part of the strategy. The platform can open a door; execution determines whether people want to keep listening.

 In this episode of our podcast, we review the numbers, the shift in credibility compared to influencer marketing, and what this could mean for brands considering podcasting as part of their content strategy. Listen to the full episode of Cierre de Semana and find out why this format deserves a second look.