How do listeners discover a podcast?

How do listeners connect with your podcast? Why, among millions of other content, will they choose yours? How does that first contact happen? The Reuters Institute Digital News Report, whose tenth edition has just been released, answers this question in a large section dedicated to the podcast, both for European and American listeners (with sometimes real differences between these two audiences).

But the study also looked at another question: what are the main issues that make people not listen to a podcast. Here again, the answers are rich in information.