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What will you be talking about around the dining table during the holidays this year? Maybe that depends on what you’re listening to. Whether you have a long drive or flight to get to your holiday destination or need some company while you bake or decorate, podcasts could be the answer for keeping you entertained and in the know.
The popularity of podcasting has grown dramatically in the past five years, but listenership among boomers is much lower than among younger audiences, according to a study published in April by Edison Research and NPR. The study estimates that 120 million Americans age 12 and older listen to podcasts every month.
“If boomers’ levels of listening to podcasts matched that of younger groups, even just 35- to 54-year-olds, that would mean these numbers would go to over 150 million monthly listeners,” says Larry Rosin, president of Edison Research, which has been analyzing podcast listening since 2005.
That’s not to say that older grownups aren’t tuning in. People 50 and older are mostly consuming traditional radio shows as podcasts (This American Life, The Ramsey Show, The Ben Shapiro Show and Fresh Air, for example), following political commentators and personalities.
While news and political commentary engage listeners, Rosin says there’s plenty of bespoke and niche podcasts with which boomers may not be familiar. When Serial — a narrative, investigative journalism podcast from the makers of NPR’s weekly public radio show This American Life — became popular in 2014, Rosin says there was a lot of outreach on helping people understand what podcasts are and how to access them. That has since stopped.
“You just don’t see that kind of outreach anymore,” he says. “And I think that it was just a little too premature to stop the outreach. … Had that continued, there will probably be more people 50-plus listening to podcasts now.”
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Ellen Horne, director of the podcasting and audio reportage program at New York University, teaches the next generation of podcasters and reporters. She’s also taught her almost 90-year-old mother how to access podcasts through her iPod Shuffle. “She pretty much stopped using technology at that point,” Horne says. “That’s how she’s listening to podcasts if she’s listening to podcasts.”
But there’s no need to download an audio file to listen if you have a smartphone. The two most popular podcast streaming apps and services are Spotify (which comes installed in newer Samsung devices, including TVs) and Apple Podcasts (which comes installed in iOS devices.) Horne says podcasts are getting easier to access and contain a wealth of entertainment and education, no matter your interests.
“There’s a specialty podcast for everyone. Whatever you’re into, I’m sure there’s one out there,” says Horne. “I think it’s important to understand, yes, there are young listeners and young makers. But that’s not everything. There are definitely much older [listeners and makers] too.”
Want to tune into a podcast but feel overwhelmed with the options out there? Horne and Rosin recommend these podcasts hosted by people over 50, available for streaming on both Apple Podcasts and Spotify and other major podcasting platforms.
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