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Family Podcasting On The Rise In-Cars Listening & At-Home
A new survey from REALM’s Kids and Family division, PINNA, reveals that podcast listening has become a shared family activity for the parents of 5- to 11-year-olds.
The study, presented at ADVERTISING WEEK NEW YORK, found that more than three in four children said they usually listen to podcasts with their parents, making podcast time a family experience. The findings show that families are nearly as likely to listen in the car as at home.
The survey, which gathered responses from nearly 700 families, reports that 82% view podcasting as a family activity. Among these, 78% said they co-listen with their children while driving, and 30% mentioned other family members also join in.
REALM CEO MOLLY BARTON said, “As families reduce screen time and access to social media, this survey affirms that Kids & Family podcasts represent a unique space for advertisers to reach a multigenerational, engaged audience in a trusted and safe environment.”
STORY PIRATES CEO BENJAMIN SALKS commented, “Our show and other top kids podcasts have shown staying power. This survey helps us understand why: we provide a trusted, memorable experience for the entire family at once.”
According to PINNA & STORY PIRATES, co-listening offers advertisers the opportunity to connect with both children and parents, who are often decision-makers in households.
When it comes to discovering new shows, 52% of respondents said they primarily find new podcasts by listening to others, while 45% find shows on platform homepages, and 42% rely on recommendations from friends and family.