How Many Ears Does Podcasting Stand to Lose Without TikTok? 

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After TikTok went dark on January 18th, 2025, and rose again the day after, creators on the platform got a taste of how many eyes they stand to lose if it were gone permanently, but what about ears? As discussions around the potential ban of TikTok in the U.S. continue, it’s worth examining just how many are using the platform for podcast listening and discovery. 

Edison Podcast Metrics™ has captured upward momentum for TikTok’s role as a place to access podcasts. In our most recent update, we report that 20% of the American podcast audience ever listens through the short-form video platform, an increase from 17% in Q4 2022 when we first asked podcast listeners about TikTok. As expected, TikTok’s role is more prevalent among younger listeners.  

Thirty percent of podcast listeners in the 13-24 age range engage with TikTok to tune into their shows, up from 26% in Q4 2022. Given TikTok’s short-form video experience, users are likely reporting listening to clips rather than full episodes on the platform. This allows podcasters to connect with current listeners and highlight the most engaging moments of their content to promote to would-be listeners.  

The Gen Z Podcast Listener Report from Edison Research and SXM Media highlights the platform’s critical role in how consumers uncover new shows. As of 2023, 75% of Gen Z podcast listeners age 13-24 reported using TikTok. Among them, 80% discovered podcasts through their TikTok feeds, meaning it was the second most popular social media app for podcast discovery after YouTube among this group. 

Losing access to TikTok would be a setback for podcast promotion and discovery, especially for shows with younger listening pools. With TikTok’s future uncertain, users may shift to similar platforms where shows can still reach them. Only time—and the decisions made in Washington, D.C.—will determine if TikTok’s role in podcasting expands or fades into history.

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