TikTok’s podcast boom might be a bust

/ The platform, which could soon be banned, has been touted as a means of podcast discovery. But even podcasters who have managed to go viral find the relationship between engagement and downloads is inconsistent.

By Ariel Shapiro, lead reporter of Hot Pod, a newsletter covering podcasting and the audio industry. She previously worked at Forbes, where she covered media and entertainment.

Cath Virginia / The Verge | Photos from Getty Images

This is Hot Pod, The Verge’s newsletter about podcasting and the audio industry. Sign up here for more.

The common wisdom goes that video is the key to podcast discovery: you take the juiciest clips from your show, hope one goes viral

→ Continue reading at The Verge