YouTube and social media have become the dominant forces in podcast discovery. New research confirms that 61% of listeners found their favorite show through one of those two channels.
What We Know: Sounds Profitable and JAR Podcast Solutions released joint research examining how listeners discover, engage with, and recommend podcasts. YouTube leads all platforms — 40% of listeners discovered their favorite program there, more than double any other source. Additionally, 40% use YouTube as their primary listening platform, outpacing Spotify (18%) and Apple Podcasts (11%). Meanwhile, organic content drives discovery more than paid promotion. Among social media discoverers, 60% found shows through followed accounts, versus 33% through sponsored content. Discovery patterns also vary sharply by demographic. TikTok discovery is nearly seven times more common among listeners 18–34 than those 55 and older. Apple Podcasts browsing remains a key entry point for affluent, audio-first listeners in news and technology.
What The Data Shows: (via Sounds Profitable/JAR Podcast Solutions)
What They Said: Tom Webster, Partner at Sounds Profitable: “What this research makes clear is that discovery is happening where people already spend their time. YouTube, social feeds, search, and personal recommendations have become the front door to podcasting. If you’re relying primarily on trailers, chart positions, or cross-promotion within podcast apps, you’re missing where most new listeners are actually entering the medium.”
Roger Nairn, Co-Founder and CEO of JAR Podcast Solutions: “What excites us about these findings is that they give brands and creators a much clearer roadmap. The audience discovering podcasts on TikTok behaves differently than the audience discovering them through Apple Podcasts, YouTube search, or host recommendations. Understanding those differences allows marketers to build smarter strategies and invest in the channels that actually align with their goals.”
What Remains Unclear: Personal recommendations remain a powerful but underexamined discovery channel. Nearly two-thirds of listeners receive podcast recommendations from friends, family, or colleagues, and 72% say they are likely to act on them. However, the research does not clarify how personal recommendations interact with or amplify social media discovery. It also leaves open whether these behavioral trends differ across international markets.
What It Means: Creators and advertisers can no longer treat app-based discovery as their primary growth strategy. Instead, social-first content and platform-specific targeting have become essential. The data also signals opportunity for brands — brand-produced podcasts generated a 27-point net lift in trial intent overall. The other element to look it with this data is how low search and radio are for podcast discoverability among younger audiences. Radio still does well with the 55 and over crowd. However, it’s very low on the younger ends of the demos.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
