I don’t learn about you, however my go-to supply for locating new podcasts has at all times been to ask buddies for suggestions. Actually, I don’t assume I’ve ever risked a brand new present until it’s had the stamp of approval from somebody I belief.
So after I noticed the outcomes of our upcoming Podcast Discovery Survey, I wasn’t massively shocked to see numerous listeners do the identical.
However right here’s what’s attention-grabbing. As algorithms, AI and advertisers turn into more and more embedded into how podcast discovery works, our survey suggests listeners are turning much more in direction of the folks they know and belief for suggestions.
Right here’s what the survey information tells us about how listeners search for podcast suggestions in 2024 and how one can capitalise on this pattern to draw extra new listeners.
Listeners Desire Suggestions Over Algorithms
The outcomes had been comparatively broad after we requested survey respondents to consider how they found the final podcast they listened to.
However greater than half (a mixed 56.5%) of respondents stated they discovered their most up-to-date podcast by way of a human suggestion. Solely 19% discovered their final present by shopping their podcast app, and a measly 3% due to an algorithm.
As you possibly can see from the graph, all the highest choices (apart from ‘shopping a podcast app’) contain human suggestions—and never money-backed suggestions, both.
The mixed choices in “Different” weren’t included within the graph as a result of they bought lower than 3% of the vote. These included “talked about on TV, radio, or information media” and “roundup or ‘Better of’ checklist.”
This means listeners need podcast suggestions from actual folks they belief. They like this over blindly leaping right into a present that an algorithm, advert or chart recommends.
We dug down additional to learn the way respondents use their podcast app to seek out new reveals. Solely 6% stated, “I see what the app’s algorithm recommends primarily based on what I already take heed to”.
Fairly than belief an algorithm suggestion, they like to sort a subject into the search bar and do their very own analysis.
Listeners Much less Trusting of Folks They Don’t Know
Some attention-grabbing comparisons come up whenever you evaluate this 12 months’s survey with information from the same survey we ran in 2020. One essential takeaway is that listeners at the moment are a lot much less more likely to belief suggestions from folks they don’t know.
In 2020, 80% of respondents stated they took a suggestion from influencers or celebrities on-line, and solely 20% stated they took one from folks they know.
In 2024, the numbers have flipped. 60% stated the advice got here from somebody they know, and solely 40% had been from strangers or “influencers” on-line.
Because the podcasting trade turns into extra saturated with manufacturers, influencers and advertisers all trying to make a buck, it appears listeners have gotten extra cautious of commercialisation.
As one respondent stated:
“I’m at all times looking out for podcast suggestions from folks and websites I belief. The lists of ‘high 20’ podcasts are often not very useful, as they are typically simply primarily based on what’s already standard, and that tends to imply it’s a tie-in with one thing else or buying and selling on the identify of a well-known presenter slightly than one thing genuinely attention-grabbing.“
As we all know, a sponsorship deal or a spot within the Apple Podcast charts isn’t any assure {that a} present shall be your cup of tea. The fantastic thing about podcasting is that creators (fortunately!) don’t have to pitch or watch for commissions to make the reveals they wish to make. Which means, not like TV, numerous our favorite podcasts have by no means, and can by no means, make it to the charts.
AI is Having Very Little Impression On Discovery
Final 12 months, I wrote a really hopeful article predicting the impact AI was about to have on podcast discovery. However whereas AI has had an simple impression on podcast manufacturing, the mark it’s made on discovery has been… overwhelmingly underwhelming.
It’s irritating as a result of, unlike content creation, discovery is one space of podcasting that has issues AI may resolve. I believe it’s truthful to say you’d get little or no resistance from listeners and creators if AI had been to take over extra of the invention course of.
The explanation AI doesn’t function in any of the graphics—and significantly the primary one on this article in regards to the methods folks discover new podcasts to take heed to—is as a result of that possibility didn’t get a single hit.
Algorithms barely hit 3%, and suggestions from AI instruments bought 0% of the vote.
Throughout the board, barely any respondents chosen choices that concerned AI within the survey. However that is additionally as a result of AI hasn’t actually innovated discovery but. There’s nonetheless hope that it may do sooner or later.
Learn how to Capitalise On This Development
So, whereas the remainder of the content material world strategizes on tips on how to work with algorithms to extend visibility, podcasters face a distinct problem.
How do you get extra folks speaking about and recommending your podcast?
For a begin, you possibly can be sure you’re doing the next…
And most significantly of all, preserve making nice content material folks wish to shout about! Handle your listeners and so they’ll handle you.
We’ll be releasing the total report of our Uncover Survey later this month. Subscribe to the Podcraft Perspectives newsletter to get a primary have a look at the info!
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