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.
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
Thinking About Podcast Listener Behavior To Find New Audiences
When listeners open Apple Podcasts or Spotify, they usually have a topic in mind, not a show name.
They type a phrase, scan a handful of results, and click quickly. This makes your metadata - titles, descriptions, and structure- the real front door to your podcast, whether you’re actively promoting or not.
We break down why vague titles, rushed descriptions, and unintentional keyword choices quietly limit growth. Search engines inside podcast apps rely on words, not vibes. If your show isn’t using the language your listeners search for, it simply won’t appear - no matter how good the content is.
We also talk about the misconception that you need massive reviews or chart rankings to be discovered. In reality, user behavior matters far more: clicks from search results, follows, completion rates, and freshness, especially on Spotify, where recent episodes heavily influence visibility.
How Apple Podcasts prioritizes search and discovery
Apple Podcasts places strong weight on metadata hierarchy, with the show title, episode title, host name, and show/episode descriptions being the most influential elements.
Search visibility is heavily influenced by listener behavior that happens after a search, especially plays and follows that originate directly from search results.
Overall popularity still matters, but it comes after relevance and search-driven engagement, not before.
Reviews and ratings are not a primary driver of search visibility, despite common myths.
Apple’s approach is more static and consistency-driven, rewarding clear positioning, strong titles, and sustained listener intent over time.
How Spotify prioritizes search and discovery
Spotify also evaluates metadata, but looks at a broader set of signals, including show and episode titles, descriptions, and author names.
Freshness is a major ranking factor: a large percentage of podcasts appearing in search have published episodes within the last 15 days.
Spotify places more emphasis on behavioral signals beyond plays and follows, such as saves, playlist adds, and ongoing listening patterns.
Discovery is more trend-sensitive and dynamic, meaning rankings can shift faster based on recent activity.
Personalized recommendations play a larger role, as Spotify connects podcast suggestions to a listener’s broader consumption habits, not just direct search intent.
Why SEO And PSO Are Not The Same
Another key takeaway is that Podcast Search Optimization (PSO) is not the same as SEO. Podcast apps are closed ecosystems with different algorithms, signals, and priorities. Optimizing your podcast website alone doesn’t guarantee in-app visibility, plus not every Google searcher is a podcast listener.
How To Rank On Podcast Apps Using Keywords
For niche and seasonal shows, PSO can be even more powerful. Lower competition keywords, optimized back catalogs, and long-tail strategies can quietly compound growth over time. We also explore how language and geography affect rankings, often opening unexpected markets if you’re paying attention.
Perhaps most importantly, this episode reframes podcast growth as both active and passive marketing. The work you put into titles, descriptions, and chapters today allows listeners to find you months or years from now, without another post, promo, or email.
If you’ve ever wondered why certain episodes keep getting downloads long after release, or why “being everywhere” online still isn’t translating into growth, this conversation connects the dots with clarity and data.
For more focused guidance, book a discovery call to plan a content strategy that suits your goals and minimizes the overwhelming noise.
Related episodes:
RESOURCES MENTIONED IN THE EPISODE:
Try PSO [affiliate link]: https://ausha.co/?fpr=psothepodcastspace
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ABOUT THE HOST
Hi, I’m Ana Xavier, a multilingual award-winning podcast marketing and content strategist specialized in generating online visibility for women, multilingual, and minority impact-driven business owners.
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