TikTok Fueling Podcast And Music Discovery, New Edison Report Shows.

TikTok may pull ears and eyes from podcasts or broadcast radio, but the social video platform is solidifying its frenemy status with a new report from Edison Research. Its debut The Infinite Scroll report, a research effort focused on how consumers are using TikTok, indicates the app is helping steer consumers to audio content.

Edison says among weekly TikTok users, roughly half say they use it to discover new podcasts — with a slightly larger share of 13- to 24-year-olds relying on TikTok to learn about new shows than the overall population.

Similar trends are seen for music discovery, with even more TikTok users saying they use the app to find new songs and artists. Edison says nearly two-thirds (64%) of TikTok users 13 and older lean into the platform for music discovery. Three-quarters of TikTok users 13 to 24 report that’s one of the ways they learn about new music.

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

The report offers broader insights into how often U.S. users engage with TikTok. According to the study, 29% of those 13 and older in the U.S. use TikTok daily, while 10% use TikTok once or twice a week, and 8% use it once or twice a month.

Edison says weekly TikTok users are more likely to be younger and more diverse than the general U.S. population. Three in four are under the age of 45. Four in ten are either Black or Hispanic.As would be expected, perceptions of TikTok are very positive among weekly users. Three in four say they feel “entertained” when using the app, 48% say they feel “happy,” and 41% say they feel “relaxed.” There is also a sense of community tied to the platform, as more than a third (36%) of weekly users say they feel “connected” when using TikTok. Many of those qualities are similar to what consumers say they feel when listening to the radio or a podcast, although the audio formats typically score significantly higher.

For all their positivity, there is a realization by many TikTok users that they’re using it to scroll through their day. Edison says 42% of weekly TikTok users 13 and older think they spend too much time using the platform. A third have tried to stop or limit their usage of the platform. It says younger users, ages 13-24, are more likely to think they spend too much time on TikTok and are more likely to have tried to limit usage. That suggests any competitive advantage that TikTok has with audio formats like radio or podcasts may be limited to what is currently being seen.

“TikTok demands attention as a discovery platform for audio content,” said Alex Bargiacchi, Senior Research Director at Edison. “If you have music, a podcast, or even an audiobook you want to promote, you must have a TikTok presence and strategy.”

TikTok also sees an opportunity with podcasts. The company last month struck a multiplatform partnership with iHeartMedia in a joint effort that will bring TikTok creators into iHeart’s ecosystem. The collaboration includes the launch of the TikTok Podcast Network, which will feature up to 25 new podcasts hosted by TikTok creators, as well as a national broadcast and digital radio station, and a series of live event integrations. The new TikTok Podcast Network gives short-form video creators a way to expand their storytelling beyond the TikTok platform, which has an estimated 135 million to 170 million users in the U.S.

Edison’s Infinite Scroll report is based on an online study of 2,253 people in the U.S. 13 and older. It was conducted Oct. 3 to Oct. 29. Download a copy of the report HERE.