How do you discover new podcasts? For most people, it’s through YouTube

June 19, 2026 Alan Cross 0 Comments 14 Views

Sounds Profitable is a podcasting industry trade organization. They’ve got new research showing the methods by which people discover new podcasts.

YouTube is king, followed by TikTok, and Instagram. Here’s a cool chart.

YouTube is also the most-used platform for podcasts (40%), followed by Spotify (18%), and Apple Podcasts (11%).

What else? Well, if you want to reach the 18-34 demo, TikTok is your friend. Apple Podcasts appeal to “affluent, audio-first listeners,” particularly in the categories of news and technology.

Alan Cross

is an internationally known broadcaster, interviewer, writer, consultant, blogger and speaker. In his 40+ years in the music business, Alan has interviewed the biggest names in rock, from David Bowie and U2 to Pearl Jam and the Foo Fighters. He’s also known as a musicologist and documentarian through programs like The Ongoing History of New Music.

Alan Cross has 42232 posts and counting. See all posts by Alan Cross

Alan Cross

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