New Platforms Reshape How Listeners Find and Grow Podcast Audiences

Research from Sounds Profitable and JAR Podcast Solutions reveals that listeners are increasingly turning to YouTube and social networks to locate new podcasts, with YouTube alone responsible for 40% of discoveries. Combined, these platforms drive 61% of audience entry points, while traditional word-of-mouth remains significant. The study notes that organic shares from followed accounts outperform sponsored content, and that different platforms attract distinct demographic groups, such as younger users on TikTok and highly engaged weekly listeners on Spotify.

Experts like Tom Webster and Roger Nairn stress the need for creators to adapt marketing strategies beyond podcast apps. The findings also suggest that branded podcast content is gaining traction, delivering notable lifts in trial intent among engaged listeners.