Podcasts already have considerable reach among kids ages 6-12 in the U.S., according to the newly-released Kids Podcast Listener Report from Edison Research and Kids Listen, with sponsors American Public Media, Disney Podcasts, Tumble Media, and Wondery.
Forty-six percent of children ages 6-12 in the U.S. have ever listened to a podcast, and 29% of ages 6-12 in the U.S. listened to a podcast in the last month. The percentage of kids ages 6-12 who listened in the last month jumps to 42% if their parents have also listened to podcasts in the last month.
The Kids Podcast Listener Report utilizes three data sources: A national online survey of parents of kids ages 6-12, a national online survey of kid monthly podcast listeners ages 6-12 that was administered by their parents, and in-home interviews with parents and their child monthly podcast listeners.
Kid podcast listeners are engaged with the medium: Eighty-seven percent of kid podcast listeners ages 6-12 say they have ever shared something they learned from a podcast with other people. One-quarter (25%) of parents of kid monthly podcast listeners say their child listens to podcasts nearly every day. Seventy-two percent of parents of kid monthly podcast listeners agree that their kids are excited to listen to podcasts, and 74% of parents of kid monthly podcast listeners have followed a kid’s podcast on social media.
Kid podcast listeners participate in co-listening: Sixty-eight percent of parents of kid monthly podcast listeners ages 6-12 say their children listen with at least one parent, and 54% say their kids listen with siblings.
Parents use podcasts to foster family connections: Among parents of kid monthly podcast listeners ages 6-12, 72% say it is important for kids podcasts to be able to be enjoyed by the whole family and 71% say it is important for kids podcasts to give parents and their children topics to discuss together.
More than two-thirds (68%) of parents of kid monthly podcast listeners say their kids listen to podcasts in the car/truck, and 73% of parents of kid monthly podcast listeners say that podcasts make family car rides more fun.
When kid monthly podcast listeners ages 6-12 were asked directly about why they listen to podcasts, the top reasons were podcasts are fun to listen to (agreed with by 59% of children), they can listen while doing other things (52%), they like to listen with their family (48%), and they like the people on the podcast (44%).
Parents of kid monthly podcast listeners ages 6-12 say the top genres among their kids are: games (51%), music (43%), comedy (39%), short stories (39%). Adventure and bedtime stories tie at 36% each.
Findings were presented Edison Research Vice President Megan Lazovick and Research co-leads of Kids Listen Lindsay Patterson and Sanden Totten.
“It is such a privilege to work with so many great and creative minds from the kids podcast space.” said Lazovick. “These companies coming together for a study like this is evidence that kids podcasts deserve more attention from the industry as a whole. There is a tremendous opportunity here to bring to the platform young listeners who have a lifetime of listening ahead of them.”
The presentation and replay of the webinar presentation may be accessed here
