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Threat to Tik Tok; threat to podcasting?

Skirting current politics, Edison Research has reached into its trove of survey data to find a measurement of how podcast consumption would be reduced if political lightning rod Tik Tok were shut down.

 

“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?” –Edison Research

 

First Edison establishes podcasting’s reach through the Tik Tok platform. The result (below) is a rising trend over two years when measuring the 13+ and 13-24 age groups.

 

Frequent TikTok usage is concentrated in youth, but appears significant across all teen and adult segments.

In a second chart, Edison establishes that 80% of 13-24 Tik Tok users use that platform tofind out about podcasts,at least some of the time:

 

 

Edison’s conclusion: “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.”


 

Brad Hill

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