Gen Z Social Media Influence on Food Choices and Podcast Consumption

Research shows that TikTok and other short‑form platforms are the leading source of food information for Gen Z, with about two‑thirds of 10‑22‑year‑olds reporting frequent exposure and 55% using TikTok for food‑related content. The AHDB study also found 70% of Gen Z use social media for culinary inspiration, highlighting a clear opportunity for marketers to reach this demographic through visual food content.

At the same time, Gen Z listeners are turning to influencer‑hosted podcasts, a segment that has expanded rapidly but may be approaching oversaturation. New shows such as Kaylor Martin’s “Kaylor’s Crash Out Podcast” illustrate the trend, while concerns about credibility persist. Netflix’s recent addition of a dedicated podcast category signals a shift toward more sit‑down, streaming‑based consumption of this content.