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GWI: Gen Z, Millennials and Gen X disagree on what counts as a podcast
New GWI research reported on October 24, 2026 finds the generations split on the basic definition of a podcast: 41.8% of Gen Z say a video recording on a video platform counts, around 30% count short clips, and 59–64% in every generation say disclosing AI use matters.
By Source: PodcastingToday (GWI research) · Published · Announcement date
PodcastingToday reported new GWI research on October 24, 2026 that puts numbers on an argument the industry has been having for two years: what actually counts as a podcast depends on how old the listener is.
In the previous month, 40.4% of Gen Z and 39.1% of Millennials consumed podcasts in both audio and video, compared with 25.1% of Gen X. Asked what qualifies, 41.8% of Gen Z said a video recording on a video platform counts as a podcast, against 37.8% of Gen Z who said podcasts must be audio-only; Gen X split almost evenly, 35% video to 36% audio-only. Around 30% of Gen Z even count short clips cut from longer shows as podcasts, versus 26.5% of Millennials and 20% of Gen X.
The research also measured AI awareness: 44.8% of Gen X did not know AI can be used in podcast editing, voice work or scripting, against 28.1% of Gen Z — and 59–64% across all generations rated disclosure of AI use as very or fairly important. GWI Chief Insight Officer Jason Mander is quoted in the report.
WHY IT MATTERS: Format strategy is now a generational decision, not a matter of taste. Younger audiences already treat video — and even clips — as the podcast itself, so an audio-only show is invisible in the format a growing share of listeners default to. At the same time, a clear majority in every generation wants AI use disclosed, which makes an AI policy part of a show's trust pitch, not a back-office detail.
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