44% of Listeners Discover Podcasts Through TikTok & Instagram

Name: 44% of Listeners Discover Podcasts Through TikTok & Instagram
Uploaded: 2026-09-17T13:26:23Z
Duration: 1 min 38 s
Description: Word-of-mouth recommendations are no longer the top way audiences find new podcasts. Emily Williams from MRI Simmons reveals how social media clips officially surpassed verbal recommendations, becoming the primary discovery engine for modern shows. She breaks down why 60-second social samples on TikTok, Instagram, and YouTube are changing how creators build and convert audiences.

September 17, 20261:38

Word-of-mouth recommendations are no longer the top way audiences find new podcasts. Emily Williams from MRI Simmons reveals how social media clips officially surpassed verbal recommendations, becoming the primary discovery engine for modern shows. She breaks down why 60-second social samples on TikTok, Instagram, and YouTube are changing how creators build and convert audiences.