Gen Z's Podcast Gateway: Why TikTok's Ban Could Silence the Next Generation of Listeners

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👋 Hi, Podsky!

It's Thursday, January 30, here in Australia, and today's edition is packed with exciting news! Audacy and Claritas have developed a cutting-edge measurement solution that allows advertisers to track the incredible real-world impact of their broadcast radio campaigns, from website visits to purchases and Edison Research.

And, in a world of constant change, the brief outage of TikTok this past January 2025 revealed some underlying vulnerabilities in podcast discovery and listening, particularly for a Gen Z audience, paving the way for even more innovative solutions in the future!

I'd also like to thank the Podwires marketplace community for continuing to support the marketplace, giving podcast producers a platform to showcase their skills.

Today’s issue takes 5 minutes to read.

Let’s dive in - Miguel/Miko

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In today’s podwires:

• 🔥 Revolutionary Audio Attribution: How Audacy and Claritas Are Transforming Radio ROI

• 🚨 Podcast Insight: Gen Z's Podcast Gateway: Why TikTok's Ban Could Silence the Next Generation of Listeners

• 🏆 Podcast News : PodX Group acquires majority stake in Oronda Studio

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🔥 Revolutionary Audio Attribution: How Audacy and Claritas Are Transforming Radio ROI

Photo by Scott Major on Unsplash

Audacy and Claritas have developed a measurement solution that lets advertisers track the real-world impact of their broadcast radio campaigns-from website visits to purchases.

The solution, complete with TransUnion research that indicates a possible $6 billion revenue in audio advertising, is huge in the audio advertising landscape. The data, including a 66% increase in multi-platform listening over two years, provides actionable insights into the effectiveness of radio advertising campaigns by highlighting how audience behaviors are changing.

The Key Points:

• Audacy integrates Claritas' broadcast radio measurement solution for cross-channel audio attribution

• The system connects radio exposure to real-world conversions using AI-powered analytics

• A case study showed 22,684 attributed conversions for an e-commerce brand

• Audio consumption has increased 66% over the past two years

• Advertisers are currently underinvesting in audio by a range of 12-25% across industries

Why It Matters:

This breakthrough solves one of the most persistent challenges in advertising: the essential need to demonstrate and quantify the return on investment in radio advertising. Now, businesses of all sizes can see precisely how their radio ads are performing, adjust campaigns in real time, and gain deep insights into audience demographics, preferences, and behaviors. This could unlock millions in advertising budgets held back by uncertainty over measurement.

The Big Picture:

This development is so revolutionary for the podcast and audio industry on many levels. What this means for podcasters is the ability to attract more advertisers with concrete performance metrics; producers will now be able to optimize their content based on real listener-engagement data. The entire industry will benefit from increased advertiser confidence, potentially leading to higher ad rates that could drive more revenue for content creators and increased investment in audio content, fostering industry growth and innovation. This could further accelerate professional podcasting development by luring more advertisers, creating revenue streams for creators that are sustainable, and fostering a dynamic ecosystem where monetization of content is optimized.

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🎙️Gen Z's Podcast Gateway: Why TikTok's Ban Could Silence the Next Generation of Listeners

Image: Edison Research

The brief outage of TikTok this past January 2025 revealed some underlying vulnerabilities in podcast discovery and listening, particularly for a Gen Z audience. Sending ripples throughout the creator economy, much more has been impacted than video.

What was once a simple upload destination for videos, TikTok has transitioned into one of the most important areas in audio content discovery and is very well-positioned to flip the script on podcast distribution with 20% of American podcast listeners now leveraging the service.

According to data from Edison Podcast Metrics™ and the Gen Z Podcast Listener Report-a collaboration of Edison Research and SXM Media-the impact of TikTok on podcasts has notably increased since Q4 2022. Juxtaposed against this backdrop, research reveals surprising trends: whereas 30% of listeners in the age category 13-24 years use TikTok to listen to podcasts, an astounding 80% of Gen Z podcast listeners reported their usage of TikTok to discover new podcasts, making TikTok the second most powerful platform in terms of podcast discovery, second only to YouTube.

The Key Points:

• TikTok's podcast listening audience has grown from 17% to 20% of American podcast listeners since Q4 2022

• Younger listeners, aged 13-24, are even more engaged, with 30% of them actively using TikTok as a platform for podcast consumption, according to the Gen Z Podcast Listener Report.

• 75% of Gen Z podcast listeners use TikTok, while 80% report discovering podcasts on the platform

• TikTok is the second most-used platform for finding podcasts among listeners in Generation Z, after YouTube.

• TikTok is used mainly to discover podcast content through teasers, not by consuming full episodes.

Why It Matters:

Think of TikTok as the modern equivalent of radio's "Top 40" countdown: it's become the place where younger audiences discover and sample new podcast content. The possible ban threatens to disrupt this critical discovery channel, potentially changing how millions of listeners-especially young audiences-discover and listen to podcast content.

The Big Picture:

The role of TikTok in podcasting has far-reaching implications beyond basic metrics. For podcasters, TikTok is a key marketing channel that allows unparalleled access to a younger audience through short-form, highly engaging content that invites audience interaction.

Producers have adapted their strategies with the inclusion of engaging moments within their audio, and this has meant the creation of more dynamic and shareable content. In fact, the whole podcasting industry has taken TikTok's short-form style into their marketing strategies, and to ban the site would therefore be highly risky for growth and audience-engagement strategies.

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🎙️ PODCAST NEWS

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📢 The Business of Podcasting

⏭️ The Future of Audio: Why Video Strategy Matters for Podcast Success in 2024 The most recent Share of Ear study from Edison Research shows that over the past ten years, total audio consumption has decreased from 254 to 234 minutes per day, with podcast listening increasing and traditional radio declining. This suggests that content creators need to modify their approaches in a world that is becoming more and more video-first.

⏭️ IAB Tech Lab Unveils 2025 Digital Advertising Roadmap: Privacy, CTV, and AI Take Center Stage, The IAB Tech Lab's 2025 roadmap outlines major technical standards updates for digital advertising, focusing on Connected TV (CTV) streaming, privacy compliance, AI integration, and measurement solutions to address evolving industry challenges and opportunities.

⏭️ SiriusXM Cuts 100 Jobs in Latest Round of Layoffs, Targets $200M Cost Savings by 2025. SiriusXM has laid off 100 employees (less than 2% of its workforce) as part of a larger cost-cutting initiative targeting $200 million in savings by 2025, while the company projects revenue decline from $8.7 billion to $8.5 billion and refocuses on its core satellite radio business.

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🎧 From the Community

⏭️ Radio Academy's Foot In The Door Returns to Belfast: Expert Audio Industry Training Event 2025. The Radio Academy is hosting a one-day training event in Belfast where aspiring audio professionals can attend workshops, network with industry leaders, and gain insights into radio and podcasting careers for £6-12, including sessions on production, podcasting, and social media.

⏭️ Audio Production Management Masterclass: 3-Week Intensive with Pushkin Industries Veteran. Former Pushkin Industries VP Mia Lobel leads a 3-session intensive course teaching mid to senior-level audio producers and editors essential management skills, team dynamics, and leadership strategies, running March 3-17, 2025

⏭️Trump White House Opens Press Room to Podcasters and Influencers, Breaking Traditional Media Protocol. The Trump White House is transforming traditional press briefings by giving official access to podcasters, social media influencers, and digital content creators alongside traditional media outlets, responding to changing media consumption patterns among Americans.

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FROM THE TEAM

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