A recent study conducted by UTA reveals a growing interest in podcasts among children, with 93% of surveyed parents noting increased enthusiasm for podcasts among their kids in the past year. This research also shows that approximately 48% of American children aged 3-12 listen to or watch podcasts on a weekly basis. What’s intriguing is that children, rather than their parents, usually initiate their podcast listening habits, with around 70% of parents indicating that their children are the ones more likely to seek out podcasts without parental prompting.
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The study, based on a nationally representative survey of 1,000 U.S. parents, was compiled by UTA IQ, the research, analytics, and insights division of the agency, headed by Joe Kessler.
Other key findings include the fact that nearly 48% of children who enjoy podcasts typically do so in the company of their parents, highlighting the importance of co-listening. About 65% of children and their parents discover children’s podcasts through recommendations from family and friends, while 58% rely on suggestions from social media.
In terms of genres, podcasts that focus on comedy, action/adventure, storytelling, education, and music/nursery rhymes tend to pique children’s interest. A substantial 93% of parents reported that their children are more inclined to listen to podcasts based on familiar characters or entertainment franchises.
Children predominantly listen or watch podcasts at home, with the highest consumption occurring on weekends and afternoons. They tend to enjoy podcasts for durations ranging from 11 to 20 minutes at a time. Additionally, 82% of children access podcasts via YouTube, while 55% use Spotify. Notably, 90% of parents with children who listen to podcasts monthly or more frequently are open to paying for podcast subscriptions.
Oren Rosenbaum, Partner and Head of UTA Audio, emphasized the importance of family podcasts and their potential for growth, stating that they have become a significant part of how children both play and learn. He sees an opportunity to create content that is not only child-friendly but also enjoyable for parents, allowing families to spend quality time together and aims to expand the range and quality of choices in this exciting space.
