Edison Research investigates the impact of TikTok on podcast consumption among users aged 13-24. Following a brief shutdown of TikTok in January 2025, the study reveals that around 80% of young TikTok users utilize the platform to discover podcasts. This data underscores TikTok's importance for podcast promotion and highlights potential challenges for creators if the platform were permanently unavailable. Ultimately, the future of TikTok's influence on podcasting is uncertain, hinging on broader political decisions.
Losing access to TikTok would be a setback for podcast promotion and discovery, especially for shows with younger listening pools.
Edison's conclusion highlights how significant TikTok is for podcast creators in reaching younger audiences.
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