Alexandra Konstanti

Some Statistics first

Podcast listening is at an all-time high, with 42% of Americans aged 12 and older tuning in monthly. However, significant growth opportunities remain, particularly among underrepresented generations (Edison Research, as presented by Gabriel Soto at the Podcast Movement Conference 2023).

Millennials (ages 25–42) lead the way, with half of them (50%) listening weekly. Yet, younger audiences under 25 have not been fully engaged, as evidenced by the lack of tailored content, such as the recent introduction of Disney’s Frozen podcast. This gap reflects a broader industry assumption: that younger generations will naturally adopt podcasting as they age, much like Millennials did.

And what about Gen Z? For people aged 13–24 who started listening to podcasts early in life, the impact is evident. They now spend an average of three hours more per week listening to podcasts than those who began later.

In Europe, 31% of Europeans listen to podcasts. Specifically, the UK boasts 21.2 million listeners, while Italy has 16.4 million (Statista). Among the Nordics, Sweden ranks first in listenership. Globally, after the U.S., China and Brazil dominate as podcast markets, followed by Mexico and Germany.

Millennials and Gen Zs are the dominant audience, and this makes perfect sense. Beyond generational labels, people aged 13 to 55 today are technologically literate and socially active, often resonating with the spirit of the times. For Millennials especially, podcasting has become an oasis amid screen fatigue.

Personal Diaries: A Shift to Audio

Back in 2006, I used to notice only a few people walking around with headphones, listening to their music. I was one of them, often taking time during the week to escape into my favorite tracks while walking or relaxing. Fast forward a few years, and those solitary headphone users grew into a sea of individuals immersed in their own private soundscapes. By the early 2010s, large over-ear headphones had become trendy, signaling a new way to experience the world.

Now, it’s almost impossible to walk through a city without seeing people wearing headphones. But it gets even stranger: many are scrolling on their phones while walking! Heads buried in screens, feet on autopilot.

No wonder podcasts started, evolved and will continue thriving: Constant need of content consumption combined with a relief from screen fatigue!

The Oasis of Podcasting

I’ve felt this exhaustion firsthand. My eyes simply couldn’t take it anymore. Watching endless shows for fun, keeping up with trends on Instagram and TikTok, scrolling and staring—it was overwhelming. My eyes needed a break. That’s when podcasts entered the picture.

With podcasts, I could listen anywhere: while doing chores, walking without the risk of bumping into something or someone, and even at bedtime, where they became my lullaby. They offered me not just convenience, but a new way to engage my imagination. Unlike visual media, audio stimulates the mind differently, leaving space for listeners to craft their own mental visuals.

Interestingly, I read recently that some people think in words while others think in pictures. (I haven’t delved into the science behind this, but it’s fascinating!) Podcasts cater to both types of thinkers: you can let the words sink into your mind or create your own visualizations based on what you hear.

Why Podcasting Is the Solution to Your 30s Crisis

So, how does this tie into navigating your 30s? For many, the 30s bring a unique kind of crisis. Societal expectations—settling down, starting a family, climbing the career ladder—loom large. But what if “settling down” looked different? What if it didn’t involve ticking off a checklist but instead creating something meaningful, something that resonates with your passions and values?

 Recently, I was listening to a podcast (no surprise there!), and the host was joking about his own crisis: Should I handle it by fostering a cat? Should I get married? Should I get a tattoo? Well, I’ve already started a podcast!

                                 (The meme is from r/dankmemes on reddit)

Yes, it’s damn true that more and more people feel that their opinion is so valuable, and they must share it. But there are also people who need just to talk: create, talk and connect. And in our times, it’s so easy: almost no expenses, no need for fancy equipment, just your phone, your ideas and your voice.

Why Podcasting Resonates

For many, podcasting fills a void that traditional forms of expression can’t quite address. Writing can feel too formal. Social media is fleeting and superficial. But podcasting allows you to go deeper, to have conversations (even if they’re with yourself!) that feel personal and real. It’s not just about sharing your story; it’s about exploring your thoughts in a way that feels authentic.

And here’s the beauty: podcasting isn’t just for the so-called “experts.” You don’t need to be a celebrity, an influencer, or a tech wizard to succeed. Some of the most engaging podcasts come from regular people talking about niche topics—be it gardening, urban legends, their love-hate relationship with pineapple pizza, or them living life abroad challenges.

Connection in the Age of Isolation

In a world that often feels disconnected despite being hyper-connected, podcasting builds bridges. When you share your thoughts, others listen—not just with their ears but with their hearts. The magic of audio is that it feels intimate. A listener isn’t just scrolling past your post or skimming your caption; they’re taking time to tune in and be present with your words.

This connection is especially valuable in your 30s, a time when many feel like they’re losing touch—with old friends, with childhood dreams, and even with themselves. Creating a podcast can be a way to rediscover who you are and your own creative ways to express, what you care about, and how you want to interact with the world.

Your 30s, Reimagined

So, instead of letting the pressure of societal expectations crush you, why not flip the script? You start something that feels uniquely yours. Podcasting isn’t just a way to navigate 30s crisis; it’s a way to thrive in it.

Who knows? Maybe your 30s won’t be defined by traditional milestones but by the creative mark you leave behind—one episode at a time.

Is there a podcast topic you feel is missing? Something you’d like to hear but can’t find?

Feel free to share!