Is Threads trying to become the new home for podcasters?
A new wave of podcast features on Threads makes it easier for creators to grow their audience and spark conversations.
Threads, Meta’s answer to X, is turning its attention to a very specific type of creators, and those are podcasters. The company shared that it’s rolling out new features aimed at boosting podcast-related conversations on the app and helping hosts promote their shows.
The first updates are all about visibility. Podcast links in the feed will now pop with colourful backgrounds and image thumbnails, making them easier for users to spot. Podcasters will also get a dedicated space on their profiles to showcase a link to their show, designed to stand out and help grow their audience.
Meta says this is only phase one. More podcast-focused tools are set to arrive over the next year, all designed to help creators spark discussions and connect with their listeners.
Why is Meta interested in podcasts?
Podcasts aren’t just entertainment; they’re cultural conversation starters. Today, those discussions are scattered across Reddit, X, Facebook, Instagram, and streaming platforms like YouTube and Spotify (which added comment support last year). Threads likely sees an opportunity to become the go-to place for these conversations, giving listeners a single hub to engage with creators and each other.
Plus, Meta currently reports 400 million monthly active users on Threads, with 150 million daily users, but it's still behind X’s 600 million monthly active users. Capturing the podcast community could help narrow that gap.
Before anyone gets excited, Threads isn’t turning into a podcast hosting platform. Instead, it’s focusing on the discussions around shows. Podcasters will get insights and analytics on how conversations about their episodes are resonating with fans, plus tools to help listeners discover new podcasts and connect with creators.
This push follows Thread's other creator-focused updates, like being able to add up to five links in a profile to promote blogs, social media pages, and portfolios, and the text attachment feature, which lets creators share longer posts and thoughts.
The takeaway
Meta says podcast-focused features will expand in the coming months, giving creators and listeners new ways to engage around their favourite shows. The goal is simple here: to make Threads the app you open for the conversation, not the content.
Ogbonda Chivumnovu
