Edison Podcast Metrics™ has captured upward momentum for TikTok's role as a place to access podcasts.
In their most recent update, Edison reports that 20% of the American podcast audience ever listens through the short-form video platform, an increase from 17% in Q4 2022 when we first asked podcast listeners about TikTok. As expected, TikTok’s role is more prevalent among younger listeners.
Thirty percent of podcast listeners in the 13-24 age range engage with TikTok to tune into their shows, up from 26% in Q4 2022. Given TikTok’s short-form video experience, users are likely reporting listening to clips rather than full episodes on the platform. This allows podcasters to connect with current listeners and highlight the most engaging moments of their content to promote to would-be listeners.
The Gen Z Podcast Listener Report from Edison Research and SXM Media highlights the platform's critical role in how consumers uncover new shows. As of 2023, 75% of Gen Z podcast listeners age 13-24 reported using TikTok. Among them, 80% discovered podcasts through their TikTok feeds, meaning it was the second most popular social media app for podcast discovery after YouTube among this group.
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