The Podcast Study: The Data Behind Growing Your Podcast from the Inside Out

Tim Bronsil
Aug 11
3 min read

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

What Really Drives Podcast Engagement in 2025

The podcast space continues to explode, but growth in 2025 is about more than just reach. It’s about understanding your current audience, making smarter first impressions, and creating deeper emotional connections that turn casual listeners into lifelong fans.

That’s why Point-To-Point Marketing partnered with Strategic Solutions Research on The Podcast Study: Growth, a nationwide look into how today’s listeners discover, engage with, and stay loyal to podcasts. With over 1,200 participants across diverse demographics, the results paint a clear picture of what drives growth in this evolving space.

Most Listeners Give You Time If You Earn It

Despite the myth that attention spans are shrinking, the average podcast listener gives significant time to the shows they care about:

94% listen to at least half of every episode
81% would listen daily if their favorite show released more often
Ideal episode length is 20 to 40 minutes, with a strong preference for jumping straight into the topic

But don’t take that time for granted. 48% of new listeners make up their mind within the first 5 to 10 minutes. Structure, pacing, and opening hooks are critical.

The Host Isn’t Just the Voice—They’re the Brand

The emotional connection to hosts is one of the most powerful drivers of engagement:

73% say the host is the most important part of the podcast
65% would listen less or stop altogether if the host left
Listeners are more likely to open emails or attend events when they come directly from the host

Whether you’re a podcaster or a network, this is your reminder to invest in your hosts like they’re your most valuable asset. Because they are.

Discovery Is Social and Personal

The most effective discovery strategies meet listeners where they are—and that starts with social influence and smart promotion.

62% of listeners say they discover new podcasts through social media
57% rely on friends and family to recommend new shows
35% find podcasts through suggestions from platforms where they listen
25% discover shows through ads within other podcasts
Coworkers (17%) and acquaintances (16%) also contribute to word-of-mouth lift

This reinforces the importance of promoting clips, trailers, and standout content across social media and digital channels. Strong social strategy isn’t just about visibility—it’s about trust. Combine that with timely platform suggestions and in-podcast ads, and your show is positioned to grow organically and effectively.