S4 113. Inside Apple Podcasts & Spotify: How Listeners Actually Pick Their Next Show

Most podcasters assume discovery happens through social media, word of mouth, or being featured by the editorial teams at Apple Podcasts or Spotify. But the data tells a very different story. In this episode, I sit down with Jennifer Han, CMO at Ausha, to unpack how listeners actually choose their next podcast, and why most creators are optimizing for the wrong behaviors.

What surprised even me is how dominant in-app search has become.

According to the industry discovery research we discuss, one in two podcast listeners discover new shows directly inside podcast apps, and 70% of them use the search bar.

Editorial features and charts? They account for a fraction of discovery.

If you want to grow sustainably, understanding how Apple Podcasts and Spotify search really work it’s truly foundational to surpass your competitors.

Resources mentioned in this episode:

For the full list of links, resources and show notes, please visit:

https://thepodcastspace.com/podcast/s4-113-pso-and-ranking-on-podcast-platforms

Try PSO [affiliate link]: https://ausha.co/?fpr=psothepodcastspace

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Chapters:

• 00:46 - Meet Jennifer Han: Chief Marketing Officer for Ausha
• 01:33 - Understanding Podcast Search Optimization
• 06:45 - Practical Tips for Podcast Metadata
• 15:05 - Optimizing for Apple Podcasts and Spotify
• 23:07 - Tracking and Analyzing Podcast Performance
• 28:13 - Conclusion and Additional Resources