Wemf study: Podcasts are popular with Generation Z
Podcasts are becoming increasingly popular in Switzerland. The latest figures from the "Mach Strategy" media study show that young adults from Generation Z in particular enjoy using the medium on a regular basis. This also brings opportunities for the advertising industry.
The aim of Mach Strategy is to cover all relevant media types in the analog and digital sectors. Since last year, the study has also included podcasts as a media category.
Tech-savvy and urban
The proportion of regular podcast users is highest in the 14 to 29 age group at 21%, compared to the population as a whole (12.8 %). This means that every third person who listens to podcasts is under 30 years old. This generation is characterized by a high affinity for new technologies and intensive use of smartphones and consumer electronics.
Podcasts are a firmly established part of digital media usage behavior, particularly among urban dwellers. There are also differences between the language regions in terms of podcast usage. At 13.3 percent, German-speaking Switzerland has a slightly higher proportion of regular users than French-speaking (11.5 %) and Italian-speaking (10.8 %) Switzerland (see Figure 2). Regular podcast users are interested in topics such as science and technology, art and culture and psychology.
New opportunities for the advertising industry and media companies
In general, the results of Mach Strategy 2024 show that podcast use overlaps disproportionately with the use of other digital channels, such as websites, social media and streaming. For traditional media, there is therefore an opportunity to tap into new customer segments via podcasts. For digital media channels, it makes sense to focus more on supplementing and expanding existing content with podcast content.
When planning advertising campaigns with Mach Strategy, the integration of podcasts as an independent media category can provide an even more comprehensive overview of the Swiss media landscape. This supports both the reach and the efficiency of cross-media advertising campaigns. With regular use by 12.8 % of the Swiss population, compared to 11.9 % in 2023, the study underlines the potential of podcasts for the advertising industry.
As a tool for strategic planning, Mach Strategy enables a targeted analysis and implementation of the optimal media mix of press, cinema, TV, radio, Internet in general, websites / apps, social media, streaming (audio / video), podcasts, out-of-home, DOOH, digital signage, public transportation, direct mail and e-mail marketing. For some social media platforms, a distinction can now be made between paid and free versions in the analysis. The category of messenger services has been expanded.
