Podcast listeners often discover new shows but do not remember how, according to new research from EarBuds Podcast Collective.
The newsletter, founded by Arielle Nissenblatt, surveyed 62 of its readers to better understand how audiences engage with curated podcast recommendations, including what prompts them to listen and how they act on suggestions.
The findings suggest that while curated recommendations remain central to engagement, audience behaviour is less direct than metrics such as clicks might imply.
Around half of respondents said they open every issue of the newsletter, while many others only engage when a specific theme interests them, reflecting a selective approach to curated content.
Podcast recommendations were identified as the main reason for reading, but editorial content also plays a significant role, with notes from the editor ranking as the second most popular feature. This points to interest in context and personal perspective alongside lists of shows.
The survey also found that discovery is taking place but is difficult to measure. About one third of respondents said they had found a podcast through the newsletter that they now regularly listen to, while nearly half could not recall how they discovered certain shows.
This lack of clear attribution is reinforced by user behaviour. Instead of clicking links in the newsletter, many readers said they prefer to open their podcast app and search for shows directly, suggesting newsletters act more as prompts than direct traffic drivers.
Feedback on the product itself was consistent, with most respondents describing the newsletter’s format and length as appropriate, indicating that no major structural changes are needed.
However, readers also expressed a desire for more niche recommendations, including specific genres such as history, fiction and true crime, highlighting a potential gap in how existing content is surfaced.
The survey results are based on a small but engaged sample, offering insight into how podcast listeners interact with curated recommendations in practice.
