TikTok Drives Podcast & Music Discovery | Edison Research Report 2025

TikTok isn’t just dominating social media feeds anymore — it’s reshaping how Americans discover audio content. A new report from Edison Research, titled The Infinite Scroll, shows that the platform is becoming a major gateway for podcast and music discovery, challenging traditional audio formats like radio and streaming services.

Table of Contents

TikTok as an Audio Discovery Platform

According to the Edison report, TikTok’s influence extends far beyond short-form video entertainment:

Podcast Discovery: Roughly 50% of weekly TikTok users say they use the platform to find new podcasts. Among 13- to 24-year-olds, this share is even higher.
Music Discovery: About 64% of TikTok users aged 13+ use the app to discover new songs and artists, with 75% of users aged 13-24 citing TikTok as a primary source for music discovery.

“TikTok isn’t just a Gen Z thing anymore,” says Salma Aly, Associate Research Director at Edison Research.
“People of all ages are showing up, connecting, and building real communities on the platform. You can watch it in real time: a song starts trending, a podcast picks up a new wave of listeners, and even a film clip can become a cultural moment.”

TikTok Usage Patterns in the U.S.

The Edison report also provides insights into how often Americans engage with TikTok:

29% of users 13+ access TikTok daily.
10% use it once or twice a week.
8% use it once or twice a month.

Weekly TikTok users tend to skew younger and more diverse than the general population:

75% are under 45 years old
40% identify as Black or Hispanic

User Experience: Entertainment, Connection, and Engagement

TikTok’s appeal goes beyond entertainment. Weekly users report a range of positive emotions:

75% feel entertained
48% feel happy
41% feel relaxed
36% feel connected, highlighting the sense of community fostered on the platform

These feelings closely mirror the engagement users report with podcasts and radio, positioning TikTok as a strong complement to traditional audio formats.

Awareness of Overuse and Screen Time Concerns

Despite its appeal, TikTok users are aware of their platform usage:

42% of users 13+ feel they spend too much time on TikTok
33% have tried to limit or stop usage
Younger users (13-24) are more likely to feel overextended and attempt limits

Edison notes that this could limit TikTok’s competitive advantage in audio discovery over time, as users balance attention across multiple media channels.

TikTok’s Strategic Move into Podcasts

TikTok is not just a discovery tool — it is now actively investing in audio content. Last month, the platform partnered with iHeartMedia to launch the TikTok Podcast Network, featuring:

Up to 25 new podcasts hosted by TikTok creators
National broadcast and digital radio integration
Live event collaborations

The initiative allows creators to expand storytelling beyond TikTok, tapping into an estimated 135–170 million U.S. users.

“If you have music, a podcast, or even an audiobook you want to promote, you must have a TikTok presence and strategy,” says Alex Bargiacchi, Senior Research Director at Edison.

Key Takeaways from the Infinite Scroll Report

TikTok is a major driver of podcast and music discovery, especially among young users.
Its high engagement and community feel make it a natural complement to traditional audio formats.
Users are increasingly mindful of time spent on the platform, highlighting a balance challenge for creators.
TikTok is actively expanding into podcasting with partnerships like the iHeartMedia collaboration.

Conclusion

The Edison Infinite Scroll report confirms TikTok’s growing role as a cultural and audio discovery hub. From trending songs to viral podcasts, the platform is influencing what Americans listen to — and how creators reach audiences. As TikTok continues to innovate with podcast networks and partnerships, its impact on the U.S. audio landscape is only set to grow.