How listeners find new shows

In a world where podcasting has become the new normal, discovering new shows can be a daunting task. For 61% of listeners, the journey begins on YouTube, according to a recent report from Sounds Profitable and JAR Podcast Solutions. This statistic should come as no surprise, given the platform's massive user base and the popularity of podcast-themed content.

YouTube's influence extends beyond the platform itself, with social media playing a significant role in podcast discovery. The same report reveals that 61% of listeners find new podcasts through either YouTube or social media. This highlights the importance of having a strong online presence, particularly on platforms where users are already engaged. For podcast creators, leveraging social media to promote their shows can be a turning point in terms of attracting new listeners.

However, the data also points to some interesting age-related differences in how listeners discover new podcasts. While YouTube and social media remain the most popular channels across all age groups, younger listeners (18-24) are more likely to discover new podcasts through social media, with 71% relying on the platform. In contrast, older listeners (55-64) are more likely to find new podcasts through YouTube, with 73% using the platform.

A separate report from Oxford Road, highlighted in the ORBIT report, sheds light on the challenges facing entertainment podcasts. According to the report, entertainment shows typically don't perform well for advertisers, with many struggling to attract and retain listeners. However, there are exceptions, with The Popcast with Know and Jamie and Jon Stewart's The Weekly standing out as notable exceptions.

In other news, iHeart's Stuff You Should Know has taken the top spot in weekly average downloads, according to Triton Digital's US Podcast Ranker for May 2026. Meanwhile, iHeart Audience Network has emerged as the top sales network, highlighting the importance of strong advertising partnerships in the podcasting industry.

As the podcasting industry continues to grow, it's essential for creators to choose the right partner. A bad fit can be costly, with The Wrong Agency Is Expensive highlighting the importance of a structured evaluation framework in selecting a podcast partner.

As we look to the future, it's clear that podcast discovery will continue to evolve. With YouTube and social media playing an increasingly important role, creators must adapt their strategies to reach their target audience. For 61% of listeners, the journey begins on YouTube, and it's up to creators to ensure they're visible on this platform.

Podcast creators, take note: if you want to attract new listeners, you need to be where they are, on YouTube and social media. The numbers are clear: these platforms are the key to unlocking new audiences and driving growth in the podcasting industry.