Podcast discovery is now dominated by YouTube and social media, according to new research from Sounds Profitable and JAR Podcast Solutions.
Forty percent of listeners said they found their favourite podcast on YouTube, making it the most common discovery platform by a wide margin.
The same proportion also named YouTube as their most-used podcast platform, ahead of Spotify at 18% and Apple Podcasts at 11%.
When social platforms such as Facebook, TikTok, and Instagram are included, 61% of listeners attribute discovering their favourite podcast to either YouTube or social media.
The study highlights that organic content is a bigger driver of discovery than paid promotion. Among those who found a podcast through social media, 60% did so via content shared by someone they follow, while only 33% discovered podcasts through sponsored content.
Tom Webster, Partner at Sounds Profitable, said: “Podcasting has spent years optimizing for podcast apps while audience behavior has been shifting elsewhere. What this research makes clear is that discovery is happening where people already spend their time.”
The research also found that discovery channels differ by audience segment. TikTok is nearly seven times more likely to be a discovery source for listeners aged 18 to 34 than for those 55 and older.
Spotify-discovered listeners are among the most engaged, with 61% listening weekly. Apple Podcasts remains important for affluent, audio-first listeners, especially in news and technology.
TikTok audiences are the youngest and most diverse, while host recommendations, though a smaller channel, still create highly engaged “super-fan” audiences.
Personal recommendations remain influential, with 64% of listeners receiving podcast suggestions from friends, family, or colleagues, and 72% saying they are likely to act on those recommendations.
Roger Nairn, Co-Founder and CEO of JAR Podcast Solutions, commented: “Discovery isn’t one challenge anymore, it’s many different challenges depending on who you’re trying to reach.”
For advertisers, the report found that branded podcasts generate a 27-point net lift in trial intent, especially among highly engaged audiences.
The full report examines how discovery channels shape behaviour and what strategies publishers, creators, and brands should consider in a fragmented media landscape.
