Podcast discovery has at all times been the supply of a lot debate. Ask some listeners, and it’s an issue that must be solved. Ask others, they usually’ll inform you they’ve by no means had any points discovering new exhibits to hearken to.
There’s extra to podcast discovery than merely discovering content material, although. The invention course of doesn’t finish when a listener lands in your present, seems over your description and episode titles – and even once they hit play.
Podcast discovery is a journey, not an occasion.
At The Podcast Host, we’ve at all times made it our enterprise to know what attracts listeners to the exhibits they love. In any case, our viewers are podcasters who wish to make content material that’s magnetic to their target market.
Our initial Podcast Discovery Survey report was published in early 2020, and we have been eager to revisit it in 2024 to see what (if something) had modified. So we did – and listed below are the outcomes…
Who Took Our 2024 Podcast Discovery Survey?
Our major purpose was to achieve podcast listeners, however virtually all creators are listeners, too. After all, there’s a sound concern that habits and views can differ wildly as soon as of us “know the way the sausage is made”, so we have been ready to separate out this information to showcase the listener-only stuff as the large headlines.
With that each one stated, there have been no clear patterns or vital variations between the several types of respondents, so separating the information out would solely make this report thrice so long as it must be.
About these respondent sorts, although. We requested of us which of the next finest describes their relationship with podcasting:
- 56% answered, “I’m a listener”
- 25% answered, “I’m an skilled podcaster who additionally listens to different exhibits”
- 19% answered, “I’m a listener first, but additionally an aspiring or early-stage podcaster”
166 individuals took the survey, which we promoted by our content material, podcast, and e-mail publication.
We additionally incentivised podcasters to share the survey with their very own audiences, and have been delighted to accomplice with Podpage – the most effective place to construct a podcast web site – to assist broaden the survey’s attain.
Now, on to that information…
Is Discovering New Podcasts Straightforward?
We requested, “Do you discover it straightforward to find new podcasts that talk to your pursuits?”
- 67% stated sure
- 27% stated no
- 6% didn’t know
Most listeners appear joyful about podcast discovery, however over 1 / 4 of respondents wrestle to seek out new content material. So, how massive an issue is that this?
While one in 4 may seem to be rather a lot, and there may be at all times room for enchancment, these numbers may not be too dissimilar from different mediums.
For instance, a 2022 research from Accenture reported that 60% find it difficult to search for new TV shows within streaming apps, and discovering new music could be a fragmented course of unfold throughout a number of platforms, too.
Hopefully, we’ll see some artistic and progressive methods to enhance the podcast discovery expertise within the close to future. Nevertheless, contemplating the open nature of podcasting, we appear to be doing okay!
The place Do Individuals Discover New Podcasts?
We requested, “You wish to discover a new podcast – what do you do first?”
- 50% stated they might open up their most popular podcasting app (Apple Podcasts, Spotify, Overcast, and so on)
- 13% stated they might pay attention out for suggestions on the podcasts they already take pleasure in
- 12% stated they might instantly ask somebody they know who likes the identical stuff
- 11% stated they might use a search engine like Google or Bing
- And 10% stated they might ask on social media or in a web based neighborhood
“Search on YouTube” was a distant sixth, barely hitting 1%, whereas looking through AI or on TikTok didn’t get a single hit. These stats may properly look totally different a 12 months from now, however predictions are outdoors the scope of this report.
Now that we’ve seen some information about what respondents declare they do, how about what they really do?
Let’s speak concerning the final podcast you listened to. How did you initially uncover it?
- Shopping a podcast app, listing, or chart – 19%
- By means of a social media put up by the podcast creator – 16%
- I heard about it on one other podcast the place it was talked about, featured, or reviewed – 14.5%
- It was advisable to me by somebody offline (with out sharing a hyperlink) – 13%
- It was advisable to me by somebody on-line (with a hyperlink) – 13%
- The creator was interviewed on one other podcast – 6%
- Search Engine (Google, Bing, and so on. – 5.5%
In the most effective of the remainder, platform algorithms barely hit 3%, and AI recs have been at 0%. The info exhibits that podcast apps and directories are nonetheless the go-to locations for many when searching for out a present, however the methods listeners really discover one thing they like are much more various.
Looking out through Podcast Apps
Nearly all of podcast followers take to their most popular apps and directories to find new exhibits. However what do they do as soon as they get there?
- I kind a subject into my app’s search bar and select from the outcomes – 70%
- I browse the classes I like to seek out new exhibits – 21.5%
- I see what the app’s algorithm recommends primarily based on what I already hearken to – 6%
- I flick thru the chart or ‘featured’ sections – 2.5%
Matter search makes excellent sense as a approach to uncover new podcasts, however not all apps (Overcast, for instance) make that straightforward. With that stated, over 70% of consumption takes place on Spotify and Apple Podcasts, and matter search works positive on each.
Class suggestions are working properly for lots of listeners, too. The power of this technique is that advisable exhibits are typically those that’ve caught at it for some time, and have printed a good quantity of episodes. A subject search may discover you an excellent episode, nevertheless it doesn’t assure that you will see an excellent present.
What Attracts Podcast Followers to Hit Play on New Exhibits They Uncover?
As I discussed earlier, podcast discovery is a journey, not an occasion. Your present may be a focus for a possible new listener, however what is going to encourage them to hit play?
We requested respondents to grade the next components out of 5. Listed below are the outcomes, from most to least necessary:
- The podcast’s description – 3.7
- The podcast’s episode titles – 3
- The frequency of latest episode releases – 2.8
- The podcast’s rankings and evaluations – 2.4
- Whether or not you’ve heard of the visitor – 2.3
- The podcast’s art work – 2.1
- The identify of the podcast – 2.0
- Whether or not you’ve heard of the presenter – 1.9
- Whether or not the podcast has a social media presence – 1.4
- Whether or not you recognize what the host seems like – 0.7
- Whether or not the podcast has a video part – 0.6
Description, episode titles, and launch frequency have been the highest three (in that order) again in 2020. This exhibits how necessary it’s to signpost precisely who your present is for, what you’re providing, and why they need to pay attention. Delivering new content material constantly is one thing podcast followers worth extremely, too.
On the flip facet, video appeared a lot additional down the listing – regardless of the hype round how important it’s. Different research and information could level to the growth of podcast consumption on YouTube, however there’s evidence to suggest that the majority podcasts on there are nonetheless “static picture” exhibits which can be listened to, fairly than “watched”.
Talking of visuals: of those that did watch video podcasts, we requested them about platform choice. 57% stated YouTube, while 19% most popular Spotify. It’s a small pattern dimension, however the excessive numbers on Spotify are barely shocking, purely as a result of YouTube is such a behemoth. Is Spotify’s investment in video podcasting beginning to repay?
Is Episode Size Vital to Podcast Discovery?
Just lately, we argued that long-form content was still alive and thriving in podcasting regardless of a drive in the direction of short-form content material in most different mediums. So, does the information again that argument up?
We requested respondents about their episode size choice upon discovering a probably attention-grabbing present:
- 53% want it if the episodes are throughout the 15-60min vary
- 32% don’t have an episode size choice
- 15% want it if the episodes are longer (over an hour)
- 0% want it if the episodes are shorter (lower than 15min)
While no person would favor a present to be sub-Quarter-hour, that isn’t to say you gained’t discover vastly profitable short-form podcasts on the market. Nevertheless, the information exhibits that the tradition of podcast consumption is to spend time with a subject. Evaluate this to the hurried (and sometimes black-and-white considering) nature of short-form video, and we discover podcasting is a spot the place of us can go deeper into the nuances of any given dialogue.
And that may solely be an excellent factor!
Is Again Catalogue Vital to Podcast Discovery?
We’ve discovered that potential listeners are taken with how typically you publish new episodes, however what are their general ideas in your again catalogue?
- 55% stated a again catalogue doesn’t have an effect on their choice to pay attention
- 29% stated they like podcasts to have an enormous again catalogue of episodes
- 13% stated they like when a present has a small quantity of episodes, to allow them to catch up simply and comply with alongside
- 3% stated they normally don’t hearken to the again catalogue
So, while demonstrating dedication and consistency is important to potential new listeners, don’t fear an excessive amount of in case you’re simply beginning out and haven’t constructed up that physique of labor simply but.
How Lengthy Will Potential Listeners Give You to Hook Them?
Once more, paying homage to the “podcast discovery is a journey, not an occasion” assertion: your present may need all of the elements optimised to make somebody hit play, however the job’s not executed but.
When listening to a brand new present, how lengthy do you give it to hook you in, earlier than you surrender on it?
- 40% – as much as 15mins
- 29% – one full episode
- 17% – 5 minutes or much less
- 11% – two full episodes
- 3% – three to 5 full episodes
- 1% – six or extra episodes
- 0% – one minute or much less
The highest three stay fairly in keeping with our Podcast Discovery in 2020 Report. “As much as Quarter-hour” was prime, “5 minutes or much less” was second, and “One full episode” was third. The chances of the highest two are larger than they have been final time, so, if something, podcast listeners could have change into much more affected person.
That is heartwarming information, particularly in comparison with video-first content material, the place typical recommendation to creators is to hook them in seconds fairly than minutes or full movies.
With that stated, podcasters shouldn’t take this as permission to open with a ten-minute dialog about canine farts (until you run the canine farts podcast, I hear it’s a blast!), so arrange your matter and get into the meat as quickly as you’ll be able to.
How Vital is Audio High quality to Podcast Discovery?
No person can choose your audio till they’ve hit play, so how does sound high quality have an effect on their choice to maintain listening?
- 63% are positive with “adequate” audio, if the content material is nice
- 37% want the sound high quality to be much like a Professional radio (NPR, BBC) present
A choice doesn’t assure they gained’t preserve listening in case your audio doesn’t sound like This American Life or Invisibilia. However whether or not or not 4 bros consuming pizza round a Blue Yeti will likely be “adequate” is one other matter fully. In case you suspect your audio is hampering your development, it isn’t difficult or expensive to fix.
Do Adverts Have an effect on Podcast Discovery?
Advertisements might help podcasters earn the money they should preserve going, however there’s at all times the danger of annoying and irritating the listener. We requested respondents how adverts have an effect on their choice to maintain listening:
- 92% tolerate adverts, inside purpose
- 5% gained’t hearken to a present with adverts
- 3% take pleasure in listening to related adverts
This information is nearly precisely in keeping with our 2020 report and exhibits that the overwhelming majority of listeners are affordable sufficient to know that free-to-consume content material doesn’t imply it’s free to create.
“Inside purpose” could also be a perspective broad sufficient to drive a billboard-plastered bus by, so use your frequent sense right here and don’t kick the arse out of it. Do you really want that fifth nostril hair remover gross sales pitch in your fifteen-minute episode?
Podcast Discovery Issues, In accordance with Listeners
Whereas this 12 months’s information suggests podcast discovery is bettering in some ways, I’m certain we are able to all agree that it’s removed from excellent.
Many survey respondents used the feedback part to share the place they assume podcast discovery goes fallacious in 2024.
Listed below are among the highlights:
- “The platforms have to spend money on selling podcasts to individuals who hearken to related podcasts; this may profit podcasts with smaller audiences.“
- “ search/suggestion continues to be lacking.“
- “Spotify must kind out its discovery; it’s tedious.”
- “I believe the trade must do extra to advertise podcasting to new listeners.“
- “I don’t assume a Podcast must be within the ‘prime 10’ to be nice. I believe there are loads of actually good podcasts which have a really area of interest viewers and deserve extra recognition. I like the JRE, however I like listening to podcasts that do a superb job at catering to their viewers of 1k. It shouldn’t at all times be about numbers. It must be concerning the worth it brings.”
- “Algorithms do an enormous deal of injury as they aim solely the favored exhibits, due to flawed metrics for what is taken into account “fashionable”. The charts are principally made up, as everyone knows, so why seek advice from them?“
- “The lists of ‘prime 20’ podcasts are normally not very useful, as they are typically simply primarily based on what’s already fashionable, 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 fairly than one thing genuinely attention-grabbing.”
- “The podcast index ought to make it simpler to look their classes.“
Discovering Podcasts in 2024: 3 Key Takeaways
Podcast discovery challenges us all, each as listeners and creators. Obstacles generally hinder us from discovering new content material, however few mediums or platforms are freed from such points.
So, what can we study as we wrap up our 2024 Podcast Discoverability report?
1. Discovery Is within the Fingers of the Podcaster
In case you’re a creator who’s irked at your present not being “discoverable,” you’ll be able to have a look at it in one in all two methods. You possibly can watch for some sensible techie to magically clear up the issue for you, or you’ll be able to take accountability for it your self.
Podcast promotion and marketing is an entire topic of its personal, however many creators complain about lack of visibility when there’s a lot extra they may do to enhance their web site, episode titles, present notes, and extra. So, what may you do right now to enhance your podcast’s probabilities of being discovered by extra individuals?
2. AI Podcast Discovery Has a Lengthy Option to Go
The world has gone AI-crazy these previous two years, and we’ve seen some exceptional disruptions and improvements in that point.
Podcasters use AI to generate present notes, episode titles, matter concepts… some even use it to create whole podcasts. However its affect doesn’t appear to have bled by to podcast discovery simply but.
AI will virtually actually develop extra into this function within the coming years, however how that can look is anybody’s guess.
An apparent space could be podcast apps themselves. Most individuals nonetheless open up their favorite listening app or listing in an try to seek out new content material, however typically, the search instruments are substandard and restricted.
With options like transcription now commonplace as a consequence of AI, it ought to be simpler to look matters and discussions inside podcast apps. Might we see extra adoption of those features within the close to future? It’s fully doable.
3. Podcasters Can Relaxation Straightforward About Creating Lengthy-form Content material
Lastly, we should always look past podcast discovery as merely seeing a podcast for the primary time. How does somebody go from hitting play, to listening by a full episode, to hitting ‘subscribe’ or ‘comply with’?
In another content material mediums, there’s a frenzied drive for quick and brief content material. This prompted us to ask the query, “Is there a future for long-form content?”
The reply, it appears, is sure. In podcasting, no less than.
40% of respondents will give a brand new podcast as much as Quarter-hour to hook them, while 29% will stick round for the complete episode. It is a far cry from the world of YouTube, the place creators solely have a handful of seconds to seize your consideration, like some hurried salesman jamming your door open with their foot.
What’s extra, over half of respondents take pleasure in episodes as much as an hour lengthy, whereas 15% stated they want content material that runs over the hour mark. Nobody—actually nobody—was available in the market for brand new content material that ran underneath Quarter-hour!
Podcasters shouldn’t take this information as permission to report episodes with rambling off-topic intros, however there’s additionally no stress to tie sophisticated, nuanced matters up with a neat conclusion in much less time than it takes to boil the kettle.
In case you’ve loved this report, then… we do others. Try Podcraft Perspectives to remain up-to-date with our newest podcasting stats and information.
And in case you didn’t take pleasure in this report, you probably did properly to keep it up this far down. Thanks all the identical!
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