Threads targets podcasters with new features, aiming to become the home for show discussions

Meta’s Threads — the social platform positioned as an alternative to X (formerly Twitter) — is taking direct aim at the podcast creator community. On Tuesday, the company announced a new focus on supporting podcasters through enhanced discovery tools and profile features that make podcast links more visible and interactive.

Podcast Links Get a Visual Upgrade

To encourage conversation around podcasts, Threads will begin rolling out visually enhanced podcast links in users’ feeds. These links will feature colourful backgrounds, thumbnail previews, and unique formatting, helping them stand out from standard posts and making it easier for listeners to spot episodes being discussed.

In addition, creators will soon be able to add a dedicated podcast link to their Threads profile, highlighted with the same vibrant design. The goal is to help podcasters promote their shows more effectively, attract new listeners, and centralise conversations within the Threads ecosystem.

More Podcast-Focused Features Coming

A Meta spokesperson told TechCrunch that this rollout marks only the first wave of podcast-focused updates. Over the coming year, Threads plans to introduce new analytics tools, community engagement features, and discovery enhancements aimed at both creators and listeners.

Image Credits: Threads

Meta sees a clear opportunity in the podcast space — not as a distribution platform but as a social discussion hub where fans can interact with hosts, share opinions, and debate trending episodes.

Today, podcast chatter is fragmented across platforms like Reddit, X, Facebook, Instagram, and even on streaming services such as YouTube and Spotify, which added podcast comments last year. Threads hopes to consolidate that discussion in one place.

Chasing Cultural Conversations

Podcasts have long been a driving force in cultural discourse, influencing everything from politics to pop culture, and Meta aims for Threads to be the default social hub for these conversations.

The app currently has over 400 million monthly active users and 150 million daily users, compared with X’s reported 600 million monthly users. By courting podcasters and their communities, Meta aims to narrow the engagement gap and attract audiences seeking more structured and civil discussions.

Image Credits: Threads

Not a Podcast Platform — Yet

Meta emphasised that Threads won’t distribute podcasts directly. Instead, it will focus on supporting discovery, discussion, and creator analytics, helping hosts understand how their shows resonate with online audiences.

Future updates are expected to include recommendation tools that help users find new podcasts based on their activity and conversation-driven connection features between listeners and hosts.

Image Credits: Threads

Threads’ Ongoing Push for Creators

This isn’t the first time Threads has leaned into creator-centric tools. In May 2025, Meta enabled users to add up to five external links to their profiles, facilitating cross-platform promotion. More recently, Threads introduced text attachment posts, letting creators share longer reflections or behind-the-scenes insights.

Now, by tapping into podcast fandom — one of the most passionate online communities — Threads aims to establish itself as the social network for genuine conversations.