Podcasting is a long game, but you’ve got 10 seconds to prove you’re worth it.
And let’s be honest: those 10 seconds aren’t happening in a soundproof vacuum. They’re competing with Slack pings, Spotify autoplay, and the dopamine drip of short-form video. Attention isn’t something listeners hand over — it’s something your podcast has to earn.
In this blog, we break down the data behind what makes people actually press play. (Spoiler: it’s not a big brand name).
TL;DR: What makes podcast listeners hit play
- Relevance rules: 68% of listeners say they hit play because the topic resonates with them. Clear, skimmable titles and aligned visuals make sure potential listeners can discern if your podcast is for them fast.
- Music fatigue is setting in: Listeners are turning to podcasts as a break from playlists. Make sure your show is discoverable across hybrid platforms like Amazon Music and Spotify.
- Apps must be the place: Discovery is happening inside podcast apps more than ever. Metadata, frequency, and smart thumbnails all help your show surface in search and feed results.
- YouTube isn’t optional anymore: YouTube has become the top discovery engine, even for people who don’t consider themselves podcast listeners.
The lowdown on listener attention
We say this all the time, and we’ll say it again: if you don’t have your audience’s attention, you have nothing. High bar, I know, but hear me out:
Audiences aren’t given, they’re earned
When brands launch a podcast, there's often a quiet confidence that their existing followers will just… migrate. A loyal customer base, a healthy social following, maybe even a few media mentions — surely that’s enough to spark downloads, right?
Not quite.
Audiences aren’t inherited; they’re earned. People don’t press play because your logo is familiar; they do it because the content looks interesting and keeps its promises. They stay because it sounds like it was made for them, not by you. And they come back because it delivers, episode over episode.
So, skip the assumption that listeners will show up simply because you did. If you want their time, your content has to warrant it — and that means making something so good, people want to tell their friends about it.
Consider the attention diet
Your podcast isn’t just competing with other podcasts anymore. It’s fighting for airtime against Instagram Reels, a new TV series, and GIFs in the group chat. And in an attention economy where time is limited and distractions are infinite, listeners are making choices in milliseconds.
In response, Steve Pratt, the author of Earn It, calls upon The Attention Diet: the idea that we need to be conscious of what we mentally consume, just like we are with what we eat. And just like food, some content is nourishing, while some is nothing but empty digital carbs. A mindless scroll here, an autoplay rabbit hole there, and suddenly the brain is bloated and hangry, starved for something real.
The same goes for audio. Podcasts can’t just be “good for you” content — they also need to be delicious. High-value, high-quality shows that are structured, intentional, and emotionally or intellectually satisfying.
So here’s the challenge: your podcast has to earn its spot on the listener’s mental plate (think more lobster dinner and less frozen fries). Because when attention is the most valuable currency we have, nobody’s giving it away for free.
“There are a couple of powerful gut-check questions you can ask yourself to see if your podcast will pass the test of earning the attention of your listeners… but you have to be really honest with yourself in answering them.
1. Would I recommend this podcast to others if I didn’t work here and wasn’t the one making it? (This forces you to consider the audience’s point of view and the true value proposition of the show)
2. After listening to this podcast, if I could back in time and have the opportunity to decide to listen or not, would I make the same choice? In other words, is this show a good use of your listeners’ precious and limited time and attention.
If the answer to either question is ‘no,’ you should consider what changes you would need to make to turn them into a ‘yes’.”
–Steve Pratt, Author of Earn It
The reasons podcast listeners hit play
Using new research from Signal Hill Insights and Ulster Media, let’s dive into the data-backed reasons why podcast listeners hit play:
1. Topic relevance is key
Let’s be honest — your listener isn’t looking for you, they’re looking for something they care about. And that “something” is usually a topic that aligns with their interests, hobbies, careers, or curiosities.
According to Signal Hill Insights and Ulster Media, 68% of monthly podcast listeners say they tune in because the topic piqued their interest, making this the most important reason for pressing play.
What this means for your podcast strategy:
- Lead with clarity: Use episode titles that clearly state the core topic or takeaway. Your audience isn’t going to spend the time deciphering a clever or creative title; they’re skimming fast.
- Boost SEO with podcast keywords: Include relevant keywords in your show’s title, description, and episode metadata to surface in listening apps and search engines.
- Align your visuals with your topic: Especially with the rise of podcast audiences tuning in on Smart TVs, your podcast cover art and thumbnails should convey what the show is about and who it’s for.
- Reinforce your show’s “why”: Remind listeners regularly — through your intro, description, and supplementary episode content — what your podcast helps them learn, feel, or discover.
2. Music fatigue is real
Apparently, lo-fi beats to chill to can only carry someone so far. A growing number of listeners are hopping over to podcasts because — wait for it — they’re bored of music.
Back in 2020, this was a mid-tier reason for listening to podcasts. But fast forward to today, and it’s the #2 reason listeners say they gave podcasting a shot, with a 28% rise overall and a notable spike among 18–34-year-olds (34%).
Blame algorithm fatigue, overplayed playlists, or that one song that won’t leave your release radar. Whatever the reason, podcasts are becoming the palate cleanser people didn’t know they needed.
What this means for your podcast strategy:
- Your podcast isn’t just competing with other podcasts: Your show is competing with all other kinds of content – TikToks, YouTube videos, and (of course) music. Make sure your show stands out and makes its value clear from the get-go.
- Ensure seamless discoverability on hybrid platforms: Make sure your show is fully optimized and listed on platforms like Spotify and Amazon Music to capture music listeners looking for an easy change.
3. Discovery happens in the apps
Gone are the days when podcast recommendations came solely from friends or cross-promotions. The biggest driver of podcast discovery today? Podcast apps themselves.
In 2020, only 16% of listeners said they found a new show through their podcast app. Today, that number has jumped to 26%, making apps the new front door for discovery.
Not to mention, apps like Spotify and YouTube are neck-and-neck in the battle for listener attention. And with YouTube recently edging out Spotify as the top discovery platform in Canada (31% vs. 30%), it’s clear: if your show’s not showing up in app algorithms, you’re missing out.
What this means for your podcast strategy:
Feed the algorithm consistently: Regular publishing builds listener trust and puts you in the algorithm’s good books.
Optimize metadata: Don’t skip category tags, detailed show descriptions, or episode-specific keywords — they all factor into how your show is surfaced in app searches and feeds.
Design scroll-stopping cover art and thumbnails: Make yours bold, legible, and reflective of your genre or tone to attract the right listeners.
Make your podcast available everywhere: We suggest making your podcast available on all listening apps to increase discoverability and meet listening app loyalists where they already are.
4. YouTube becomes a discovery engine
YouTube has become the place where podcasts are being discovered, especially among audiences who didn’t set out looking for a podcast in the first place.
In 2022, only 15% of people said YouTube helped them find a new show. Now, that number has more than doubled to 31%.
And here's the kicker: Most YouTube podcast viewers also listen on audio platforms. So that visual episode on YouTube might be someone’s first click, but Spotify or Apple Podcasts are typically where they eventually migrate to.
What this means for your podcast strategy:
- Design for the scroll, not just the listener: Create compelling thumbnails, titles, and timestamps to help your videos stand out and rank on YouTube.
- Don’t let the story end on YouTube: People may discover you on YouTube, but listen regularly elsewhere. Always link to audio platforms and your podcast website in your description. Make it easy and link everywhere in one place with CoHost Tracking Links.
- Don’t fear the lo-fi format: Don’t shy away from YouTube just because you’re not a video podcaster. A static image pertinent to the episode or of your cover art is still better than foregoing YouTube altogether.
- Break long episodes into digestible clips: Repurpose highlights, quotes, or punchy segments into YouTube Shorts to improve visibility and attract viewers who aren’t ready to commit to the full episode.
Put yourself in your listeners’ shoes
Don’t let your podcast live as just another file in the feed. Make your ideal listeners’ choice easy by appearing where they already live and proving why it’s worth spending their time with you.
Don’t put blind faith in your brand name or in doing the heavy lifting. Instead, lead with clarity, craft visuals that stop thumbs mid-scroll, and show up consistently everywhere people discover content — from Spotify to YouTube’s endless scroll.
At the end of the day, winning listeners means respecting their time and attention like a rare currency. Nail that, and you won’t just get plays — you’ll get loyal fans who subscribe, share, and come back week after week.
For more podcast tips like these, join the community of podcasters and brands who subscribe to Tuned In, our bi-weekly newsletter.
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