Threads is building on its Super Bowl 2026 NFL Media Center launch by introducing
new podcasting tools designed to incentivize more creators to share their shows and generate on-app conversations among their fans.
With the podcasting market expected to grow at a
compound annual growth rate of almost 20% between now and 2030 in the U.S. alone, Threads is introducing a toolkit made up of podcast-specific
profile banners, episode link cards, transcript and guest cards, new episode reminders and insights.
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Now podcast creators on Threads can run show banners across their profile and
posts, integrate podcast links as tappable cards, feature their favorite episodes, broadcast standout moments and featured guests, set reminders to share new episodes with followers, and track reach
and engagement insights, including clicks and saves.
As a listener, users can also save specific episodes they see in their feeds in order to listen later.
Similar to rival platform X, Threads’ potential success is based on its ability to foster real-time
discussion around major pop-culture events and podcasts are becoming more popular with consumers and brands.
Last February, Threads announced its first
podcast-centric partnership deal with the NFL, launching a branded booth within the NFL Media Center for podcasters to record real-time content in response to Super Bowl LX.
Threads is currently closing in on X in terms of users, with over 500 million actives. The platform’s new
toolkit builds on the NFL Media Center partnership and challenges rival social media platforms that are also doubling down on podcast-savvy offerings.
This includes TikTok’s partnership with iHeartMedia and
X’s Spaces tab and Creator Connect tools.