• by Ray Schultz , Columnist, October 29, 2023

Podcast producers seeking new audiences should heed this tip: It’s children. That’s the finding of All Ears: The Booming Children’s & Family Podcast Market,” a study released Friday by UTA. 

Of the parents surveyed, 93% say their kids have become more interested in podcasts in the past year.  

That doesn’t mean they were directed to them by parents: 70% of whom say their kids seek them out. But 48% listen to podcasts with a parent in the room most of the time or always and 71% at least half of the time.  

Judging by this poll,  48% of U.S. children consume podcasts weekly, and 67% overall at least monthly.

How do they find them? For 65%, the picks are based on recommendations from friends and family, while 58% receive suggestions from social media. 

Children typically listen to podcasts at home, most often on weekends and afternoons. They may enjoy them for  11 to 20 minutes. 

When it comes to channels, 82% of kids consume them on YouTube and 55% on Spotify. 

Here’s the benefit to publishers: 90% of  parents whose kids children consume podcasts at least monthly are willing to pay for a subscription. 

What do kids like? They are most likely to listen to podcasts based on a character or entertainment franchise the child knows, 93% of parents say. In general, children like comedy, action/adventure, stories, education, and music/nursery rhymes.

“Family podcasts have become an important part of how children play and learn and are poised for continued growth in the years to come,” says Oren Rosenbaum, partner and head of UTA Audio.“Creating content that’s not only child-friendly but also enjoyable for parents offers a special opportunity for families to spend quality time together.”

UTA IQ, the agency’s research arm, surveyed 1,000 U.S. parents whose children ages three to 12 listen to and/or watch podcasts at least once a month.