Podcasts are a huge part of family media: UTA study reveals children's growing engagement

A new study from leading global talent, entertainment, sports and advisory company UTA titled “All Ears: The Booming Children’s & Family Podcast Market,” finds that children’s passion for podcasts has grown over the past year, and children, rather than parents, are the ones who typically initiate their time spent with this content type. In fact, seven in 10 parents whose children consume podcasts regularly say their child is most likely to seek them out, instead of the parents suggesting them. This is one example of how children’s enthusiasm for podcasts has grown amid the many forms of entertainment and activities available to them.

The study, created by UTA IQ, the agency’s research, analytics, and insights division, is based on a nationally representative survey of 1,000 U.S. parents whose children ages three to 12 listen to and/or watch podcasts at least once a month.

The study, created by UTA IQ, the agency’s research, analytics, and insights division, is based on a nationally representative survey of 5,000 U.S. parents with kids ages three to 12. Among these respondents, 1,000 whose children in this age range consume podcasts at least once a month continued on to a full survey about their kids’ podcast consumption attitudes and behaviors.

Key findings include:

• Kids are avid podcast listeners: around 48% of U.S. children consume podcasts weekly, with around two-thirds (67%) listening at least monthly.
• Podcasts are family affairs: Nearly half (48%) of kid podcast fans consume podcasts with a parent always or most of the time, while 71% do so at least half of the time, underscoring the importance many parents place on family co-listening and -watching.
• Kids’ interest is growing: 93% of parents surveyed indicated their children have become more interested in podcasts over the past year.

“Family podcasts have become an important part of how children play and learn and are poised for continued growth in the years to come,” said Partner & Head of UTA Audio Oren Rosenbaum, whose division has long been a leader in the podcast space and was early to the opportunity around children and family with podcasts likeTinkercast’s Wow in the World, GenZ, GoKidGo, Brains On and Stories Podcast, as well as its recent investment in children and family-focused Starglow Media. “Creating content that’s not only child-friendly but also enjoyable for parents offers a special opportunity for families to spend quality time together. We’re dedicated to expanding the range and quality of choices for both children and their parents in this exciting space."

How children/parents discover podcasts & what they enjoy most:

• Discovery Sources: 65% of kid podcast fans and their parents discover children’s podcasts based on recommendations from family and friends, while 58% get suggestions from social media. Children and parents are equally likely to be the first to discover children’s podcasts.

• Favorite Genres: Children are interested in a wide variety of genres, with comedy, action/adventure, stories, education, and music/nursery rhymes yielding the most interest.

• Importance of Familiar IP: 93% of the parents surveyed say their children are more likely to listen if the podcast is based on a character or entertainment franchise their child already knows.

When and how they engage:

• Time & Place: Children listen or watch at home the most often, with the largest share of consumption happening on weekends and afternoons.

• Episode Length: Children are most likely to enjoy podcasts for 11 to 20 minutes at a time.

• Platform Choice: 82% of children consume podcasts on YouTube, while 55% do so on Spotify.

• Paid Subscriptions: Nine in 10 parents with children who consume podcasts at least monthly are willing to pay for a subscription to children’s/family podcasts.

About UTA

UTA unites ideas, opportunities and talent. The company represents some of the world’s most iconic, barrier-breaking artists, creators and changemakers—from actors, athletes and musicians to writers, gamers, and digital influencers. One of the most influential companies in global entertainment, UTA’s business spans talent representation, content production, as well as strategic advisory and marketing work with some of the world’s biggest brands. Affiliated companies include Digital Brand Architects, KLUTCH Sports Group, Curtis Brown Group and MediaLink. UTA is headquartered in Los Angeles with offices in Atlanta, Chicago, Nashville, New York and London.

About UTA IQ

UTA IQ delivers strategic insights grounded in data science and amplified by deep digital and social media expertise. Its work propels clients’ careers and increases their cultural capital through analytics-driven narratives that inform business decisions, fuel negotiations, and expand online audiences. IQ also develops proprietary tools that help UTA identify emerging talent, drive thought leadership, and map talent and content performance.