Podcasts: Gen Z's Curated Noise

^{Qualitative research data in this article was collected from a Koi Pond study run by NinetyEight. The Koi Pond is NinetyEight’s proprietary research community with over 1,600+ Gen Z participants. Learn more about The Koi Pond here.}

In 9th grade, a longform storytelling channel found its way into my daily video rotation (aka the soundtrack to my algebra homework, skincare routine, and lunch prep). A few years later, this same creator made one of the most popular true crime podcasts across the board, exploding into a world beyond just YouTube and YouTubers. And thus began my podcast journey, one that started with true crime and has spiraled into everything under the sun – Youtuber vs. Youtuber drama, language development (I promised my mom I would speak better Spanish), Reddit Am I The Asshole (AITA) chaos, comedy, and whatever one might classify the Broski Report as. Some days it’s a philosophical breakdown of Shrek 2, and the next it’s an existential meltdown about the inevitability of death. Balance. 

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What makes this journey with podcasts so interesting (and very Gen Z) isn’t just the sheer variety of topics that the hosts explore, but the digital third space it’s carved out in our lives. For many Gen Z Koi Ponders (the 83% that listen to podcasts) this digital third space of podcasts exists somewhere between our thoughts and our group chats with friends. 

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Though social media was meant to be a new form of communication and a new way to stay connected, the reality is that it’s become more of a chaotic echo chamber where everyone is talking, posting, and commenting, but rarely is anyone actually listening. It’s become performative rather than personal and has led to an absence of real dialogue in our lives. While podcasts don't necessarily offer the traditional two-way communication, they feel intimate and interactive in a way that traditional social media platforms, TV, and movies don’t. Podcasts invite us into the chat, even if we’re not technically talking.  

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Mindful Mindlessness 

Podcasts, while sometimes used to fill the silent space around us, have become more than just background noise for many Gen Z Koi Ponders. They’ve actually become more of a daily companion, slipping into our routines during commutes, walks to class, laundry, or mindless scrolling. They slot into our lives, filling those in-between moments that feel like they need a little extra. 

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“They don't require a lot of extra brain power to listen to, while also not being a distracting visual while trying to multitask and get something done. It's casually listening to other people chat, without having to do any of the chatting myself.” - Kaitlin, 2000

“It's entertaining for long periods of time (an hour driving flies by faster listening to a podcast than music sometimes).” - Nikki, 2002

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This low-lift quality is exactly why podcasts have such an appeal to Gen Z. We are overstimulated and overextended, having to constantly deal with sociopolitical issues, academic pressures, financial anxiety, and social media overloads. The world has demanded our attention for as long as we have been able to understand the news channel. Podcasts, however, give us permission to just listen. It’s not quite eavesdropping, but it’s close. Sort of like being in the room without being on the hook to speak. 

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For me, as a recent graduate, post-grad life has been weird. I’m now stuck in a limbo of  “What do I do without assignments?” and “Oh shit, I have to figure out my whole life now.” Structure is actually a fever dream to me. But what started off as listening to Rotten Mango during homework has seamlessly followed me into my workday, popping in during data entry, grocery runs, or late-night skincare routines. 

Podcasts haven’t just adapted to my life, they kind of anchor it. And maybe that’s the whole point. 

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Communal Intimacy

With literally everybody and their cousin starting a podcast, the variety of options is out of control. In a good way. You want traditional? There are thousands of self-help, true crime, and career-based pods ready to therapize you through your next breakdown. But if your interests are much more... niche, I’ve heard Sean Carroll’s Mindscape is a 10/10, or if you’d rather listen to strangers tell the most unhinged NSFW stories, Morgan Absher’s Two Hot Takes has a 100% chance of making you angry. If it exists, there’s probably a podcast about it, and a fandom to go with it. 

This is especially powerful for Gen Z, who grew up with hyper-specific content feeds and algorithm-driven interests. Ultimately, it makes sense that we crave content that speaks directly to even our most niche interests and identities. But more than that, podcasts open up a space for those interests to be shared. They normalize the things we might be too nervous to bring up in everyday conversations, sometimes even with our closest friends. Suddenly, you’re not the only one obsessed with linguistics or Shrek deep-dives. 

“There have been times when I've gotten to learn more about different topics or when I've gotten the opportunity to listen to conversations about things we normally don't talk about. I think the versatility of podcasts is what makes them so great! People are given the opportunity to just yap about things they like!” - Esme, 2003

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This is what the digital third space looks like. Some place that is not quite public, but also not entirely private either. Podcasts have created a type of communal intimacy, allowing listeners to find each other in comment sections, fan pages, and Discords, even when they are not talking back in real time. Whether it’s something more complicated like dissecting an episode together or as simple as just sending a clip to a friend, podcasts give us common ground to stand on. Connection, thus, feels easier. 

“[What draws me to podcast content is] the perspectives of other people about matters that affect me and the world around me or inside of me, directly or indirectly.” - Aaman, 2001

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Hiding Behind Headphones

As with most digital and social spaces, podcast culture isn’t perfect. The same intimacy and unfiltered conversation that make podcasts feel real can also be a breeding ground for misinformation, radical ideologies, or unchecked opinions. Facts can sometimes be overshadowed by a confident host, and the trust-based mindset built around podcasts makes it easy for listeners to take what’s being said as truth. 

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“Andrew Tate has been a massive downside [to the podcast industry]. Similar to any other social content, you can fall into an echo chamber and begin to equate 'popular person' with 'being right all the time' and lose your own ability to critically think. There's also an element of feeling like it's not a celebrity, it's a more relatable everyday person so you're not being 'influenced' any more than you would be talking to friends (though you absolutely are).” - Kaitlin, 2000

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There is also the one-way consumption that we have to worry about. While there is a comfort in listening without having to talk, we have to ask if Gen Z is getting too comfortable with not talking at all. Some of us might use podcasts to simply avoid awkward silences, but there are others who use them to replace actual conversations. There’s a fine line between connection and avoidance, and if we’re not careful, we risk using a podcast to hide behind headphones instead of engaging in real conversation. 

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However, the answer isn’t to stop listening altogether, but rather to stay aware of what we’re consuming, why we’re interested in it, and how it makes us feel. Podcasts have the power to connect us to ourselves and to others. But like any tool, they have more power when we use them with intention. 

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Gen Z’s Curated Noise

Podcasts fit into our schedules, cater to our infinitely specific personalities, and make us feel less alone in our daily messes in a way that no other form of media can. Gen Z grew up surrounded by noise, but podcasts have become a kind of curated noise. This digital third space is where we gather to explore hyper-niche topics without feeling the judgment of others, and find ourselves to be part of like-minded communities. 

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Gen Z craves connection on our own terms. We want space to be able to choose to engage deeply or just listen if we aren’t ready to participate. The main attraction isn’t just the content, but rather the community around it too. For brands, podcasters, and creators, the opportunity lies in giving Gen Zs something to dive into and becoming a central force of connection between them. For Gen Z, this connection doesn’t always start with talking; sometimes, it starts with listening. The question is: will brands listen too? 

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