How Can Podcast Discoverability Be Improved: The Ultimate Podcast Puzzle

“There’s nothing on TV” is a common refrain despite our 400-channel universe. Of course, on TV we are subject to “bundles” which force us to consider channels on topics we have no interest in.

Radio has dials, buttons, or touchscreens. You go up the dials and back down for your music or other content. If you go to AM radio, you can listen to angry white men rant about wokeness, books that turn people gay, and the specter of socialism.

Books have libraries, Amazon, and independent bookstores.

Movies have theaters, streaming channels, and TV.

What about podcasts?

How do people find podcasts?

When you ask listeners (casual or superfan) that question, the answers typically revolve around a word-of-mouth recommendation from a friend, acquaintance, or family member, a podcast review site such as Bingeworthy, Great Pods, or Ear Worthy, or podcast newsletters like Podnews or EarBuds Podcast Collective.

Social media and podcast feeds (especially Apple) help listeners locate podcasts via a genre list, and legacy media are now much more likely to have a podcast review section.

Still, listeners will tell you that it’s not a seamless process. With so many…