The Podcast Study: Growth - Webinar Preview for September 11

Tim Bronsil
Sep 8
3 min read

The Podcast Study: Growth, preview. A nationwide look into how today’s listeners discover, engage with, and stay loyal to podcasts.

This Thursday, we open the doors to the first in a series of free webinars at ThePodcastStudy.com. The data we are about to share is some of the most important information to come out of the audio space in years. It’s not just about how people listen. It’s about what makes them loyal, why they leave, and the steps creators and executives can take to keep audiences engaged.

The September 11 session is focused on growth with your existing audience. If you work in podcasting, broadcasting, or content strategy, this is a conversation you do not want to miss.

Webinar 1 Headlines

The leading headline is that podcast shelf space is very limited. Most consumers regularly follow only three or fewer shows. That means the competition is fierce. If you’re not already in their top three, you are fighting for a single opening at best.

Another key point is that you will not often get a second chance. Forty-one percent of listeners say they will not return to a podcast after one disappointing experience. Execution mistakes, poor pacing, or missed expectations can end the relationship before it has a chance to grow.

Becoming a favorite is critical. Three out of four consumers say they love their favorite podcast, and the majority of listening time is dedicated to that single show. Half of podcast fans have chosen a new favorite in the past year, which means loyalty can shift quickly. This presents both a risk and an opportunity.

Fast starts are another non-negotiable. The first ten to sixty seconds of an episode set the tone for the entire experience. Listeners expect to be engaged right away. A strong hook keeps them with you, while a slow or meandering open can cost you valuable audience.

We also found that podcasts leak audience with execution errors. One in three listeners stop early at least half the time. They cite reasons such as repetition, lack of structure, or episodes running too long. Eight out of ten consumers say they want podcasts to be an hour or less, and half want them to be under an hour.

Finally, we must recognize the way people consume podcasts. A large percentage use them as background while doing other tasks. That does not mean they are not engaged. It means content needs to be structured so that listeners feel included, even if they are not watching a video version or giving full attention to every word.

Why This Matters

The podcast audience is growing. Nearly half of all consumers believe they will use more podcasts in the future. But growth will not come by accident. Creators need a clear playbook that addresses execution, length, release frequency, and the emotional connection with listeners.

On Thursday we’ll walk through the data in detail and share action steps you can implement right away. This is about more than research. It is about building a strategy that works.

Register for Webinar 1 on September 11, and all the webinars at ThePodcastStudy.com or below. Let’s set the stage for smarter, stronger growth in podcasting.