If TikTok is where Gen Z discovers, talk shows and video podcasts are where they stay. International data shows the trend clearly.
The numbers
YouTube is the number one podcast platform, used by 31% of weekly listeners, ahead of Spotify (27%) and Apple Podcasts (15%) (Edison Podcast Metrics).
84% of monthly Gen Z podcast listeners have watched a podcast with video (Edison Research).
45% of them feel more connected to the host when there is video (Edison Research).
Global podcast ad spend is forecast to reach US$5.5 billion in 2026 (WARC).
What this means for brands. A 30-second video buys attention. A 30-minute conversation buys trust. That is why outlets such as Vietcetera invest in multi-season conversation shows like Gen Z Truyền and Cởi Mở.
Case: Gen Z Truyền Season 4. The Season 4 guest list ran from Alissa Ho and creator Chảy Xì Dách to musician JaysonLei. The common formula: guests with their own story, and a host who creates the space for that story to be told honestly. The season was hosted by Lilthu.
Three things that make a Gen Z talk show work
A host from the same generation, speaking the same language as guests and audience.
Guests chosen for their story, not just their follower count.
One long episode, many short clips: the best moments live on across TikTok and Reels.
Podcast advertising: what works
For brands, the question is not only whether to appear in a talk show, but how. International data compiled by Advertising Vietnam offers some pointers.
According to WARC, 66% of internet users listened to podcasts in 2025, and podcast reach among Gen Z hit 68% in Q2 2024, ten points ahead of radio. 36% of global marketers plan to increase podcast budgets.
On format, 53% of podcast ads are placed mid-show (Magellan AI), and about 42% of listeners often skip ads because they find them annoying (Acast). Yet ads longer than two minutes convert about 20% better than ads under 60 seconds (Podscribe).
That last figure stands out: long ads woven into the conversation outperform short ones. Listeners skip ads that annoy them, but stay for an interesting conversation.
A playbook for brands working with talk shows
Choose shows by audience, not just views. A Gen Z show with a loyal audience is worth more than a one-off viral clip.
Let the host speak in their own voice. Audiences come for the host; a scripted read gets skipped.
Tie the product to the episode's theme. An episode about work pressure is a natural home for a mental-health app; an episode about fashion is a home for a clothing brand.
Count the life of the short clips. A 45-minute episode can produce dozens of cut-downs for TikTok and Reels, extending the brand's presence.
From Gen Z Okela to Gen Z Truyền
The growth of the format in Vietnam can be traced through the shows Lilthu has hosted. Kenh14's Gen Z Okela (2022) planned a first season of seven 45–50 minute episodes. Three years later, Vietcetera's Gen Z Truyền was in its fourth season. Vietnamese media are investing in talk shows as a long-term content line, no longer an experiment.
Sources: Advertising Vietnam — podcast trends 2025 (compiling Edison, WARC; Vietnamese) · Gen Z Truyền S4 — Vietcetera
Hashtags: #VideoPodcast #PodcastMarketing #TalkShow #GenZ #GenZMarketing #GenZTruyen #Vietcetera #GenZOkela #ContentStrategy #BrandedContent #YouTube #CreatorEconomy #MarketingVietnam #Lilthu
