The Algorithm is Listening
By Matthew B. Harrison
TALKERS, VP/Associate Publisher
Harrison Legal Group, Senior Partner
Goodphone Communications, Executive Producer
Radio once measured the audience… now digital platforms use the audience to decide what happens next
Radio programmers have always watched the audience. The difference for programmers today is that the audience can now watch back, respond instantly, influence the show, and determine whether the next person ever receives it.
That is the practical meaning of an algorithm for a broadcaster. It is not a mysterious robot hiding inside the black box of an enigmatic social platform. It is a set of instructions used to make decisions. On YouTube, Facebook, TikTok, Spotify, Twitch, and other services, those instructions help determine which content gets shown, to whom, in what order, and under what circumstances.
Radio has used simpler forms of algorithmic thinking for decades. A music clock is a set of instructions. So is a rule prohibiting two songs by the same artist within a specified period. Or two female vocals in a row. A programmer who schedules news at the top of the hour, traffic twice an hour, and the strongest feature before a commercial break has created a decision system.
Digital algorithms do something more consequential. They do not merely organize the program. They organize the audience around each individual piece of content.
From diaries to PPM
The traditional radio diary asked selected listeners to record what they heard and when they heard it. Nielsen defines the diary as a measurement method in which respondents manually record their listening habits. Those reported habits are then used to estimate listening across a larger market.
The system was necessarily crude. A diary could show that someone reported listening to a station during morning drive. It could not reliably establish whether that person loved the program, ignored it, hated it, stayed because the station was playing in a waiting room, or simply remembered the call letters incorrectly.
Still, the diary produced an enormously valuable number. Ratings influenced advertising rates, station formats, talent contracts, syndication opportunities, and management decisions. The ratings service measured the audience, but the station still controlled the programming and the transmitter.
The Portable People Meter changed the speed and granularity of that feedback. PPM panelists carry a small device that detects inaudible identification codes embedded in participating broadcasts. Instead of relying entirely on a listener’s memory and written entry, the meter passively detects exposure to encoded audio.
That gave programmers something closer to immediate feedback. They could study audience movement within smaller portions of a show, identify apparent tune-out points, compare features, evaluate commercial breaks, and make changes much more quickly.
PPM therefore became the bridge between traditional ratings and algorithmic distribution. The diary remembered the audience. PPM observed the audience more closely. Both still produced information for human beings to interpret.
A programmer could see a decline and decide to shorten a segment. The meter did not shorten it. A consultant could conclude that a feature hurt retention. The PPM system did not prevent tomorrow’s listeners from hearing it.
The algorithm closes that gap.
debuted on the internet as a live, video-based podcast on July 31, 2023, and recently streamed its 350th episode. Peters tells TALKERS, “We went from no presence on TikTok to the top one percent in five months. And amazingly, relatively speaking our average views by TikTok standards aren’t that high. But we generate so much content – from four shows weekly we’re posting about 40 shorts a week – that apparently that makes up for it.” 
episodes viewed and streamed on YouTube and Spotify; and Podcast video clips played on Instagram, TikTok and YouTube. Under this new format, Podtrac’s Multi-Channel Podcast Ranking for December 2025 ranks “The Meidas Touch Podcast” #1, followed by “The Joe Rogan Experience” at #2, and “The Rest is History” at #3. Other news/talk media related shows of note include: “The Tucker Carlson Show” at #12, and “The Ben Shapiro Show” at #17. 
If you missed yesterday’s webinar, look for the replay which will be posted today at 
TikTok creators, as well as a national broadcast and digital radio channel, and a series of live event integrations. iHeartMedia president, COO and CFO Rich Bressler says, “This partnership connects TikTok’s cultural energy and creator community with the unmatched scale and reach of iHeartMedia. We’re giving creators access to the biggest audio platforms in America – creating new ways to tell stories, entertain, and build deeper connections with fans. Together, we’re combining our vast networks to deliver relevant content on a massive scale. It’s a win for creators, fans, and brands alike.”
These aren’t just bulletin boards. They’re extensions of your station, where listeners expect to be acknowledged and advertisers expect to see results.
In the golden age of broadcasting, the rules were clear. If you edited the message, you owned the consequences. That was the tradeoff for editorial control. But today’s digital platforms – YouTube, X, TikTok, Instagram – have rewritten that deal. Broadcasters and those who operate within the FCC regulatory framework are paying the price.
Remember how Larry King would interrupt rambling callers to ask, “What’s your question?” It could sound gruff, but it was really a courtesy, to viewers or listeners. Larry feared TV clickers and dashboard radio buttons. He kept-it-moving to keep viewers and listeners from wandering.
distribution for its podcast offerings, enabling listeners the option to engage with content in a more dynamic and interactive way. This move has proven highly successful, leading to an explosive increase in video consumption across both its owned channels and third-party platforms.” Company president and co-founder Kit Gray comments, “We are thrilled with the success of our video distribution strategy. Podcasting is no longer just about audio, it’s about offering our audience a rich, immersive, and multi-channel experience. Expanding into video has allowed us to reach new viewers and unlock impactful opportunities for our advertising partners. PodcastOne has a unique ability to support our shows with the technology and resources needed to create best-in-class video podcasts.”
Corporate cost cuts continue. In 
watching video podcasts. Sixty-two percent of weekly podcast listeners 13+ have enjoyed video podcasts passively, with the video content playing in the background while listening to the audio. Meanwhile, the data reveals a compelling point – 72% of weekly podcast listeners 13+ have enjoyed video podcasts actively, meaning they have watched video as they listen to the podcast. Edison says, “Podcasts with video elements also allow creators to repurpose content into short, engaging clips tailor-made for social media platforms – think YouTube shorts, TikTok, or reels on Instagram or Facebook. This strategy can work to enhance a show’s digital presence, while amplifying the reach and engagement of podcasts overall.”
Indeed, TikTok has been caught engaging in a pattern of illicit surveillance and making false statements about personnel in Beijing accessing sensitive U.S. user data. These facts were laid bare for the world to see when the House Energy and Commerce Committee held a TikTok oversight hearing last year. And that is why there is now a broad, bipartisan consensus that TikTok cannot continue to operate in the U.S. in its current form. I want to applaud the strong, bipartisan leadership that Members of Congress have shown in advancing this bill, which would definitively resolve the serious national security threats TikTok poses by banning the app or requiring that it genuinely sever ties to the CCP. This is a smart, threat-specific bill that would address a clear and present danger. I hope that this bill will soon become law.”
total of four hours and 15 minutes per day. Ninety percent of moms access the internet from their mobile phones. It also says that TikTok is used by 50% of U.S. moms, up from 42% in 2022, while Facebook is used by 83% of U.S. moms, down from 88% in 2022. Edison Research VP Melissa DeCesare says, “U.S. moms are heavily engaged with social media and online audio, and their time on the Internet continues to increase with the ease of mobile phone access. They are busy with children and are taking advantage of the convenience offered by wireless headphones and smart watches.” 