The Podcast Study: What Radio Can Learn and Leverage

Last week, we announced the launch of The Podcast Study, a first-of-its-kind deep dive into the factors that truly drive podcast engagement in 2025. Point-To-Point Marketing is proud to be partnering with Strategic Solutions Research on this effort and even more excited to unveil the results at Podcast Movement, this year’s premier podcast conference.

As the podcasting space continues to grow in both reach and revenue, our goal with this study is simple: understand what makes listeners hit play, keep listening, and come back for more. The study dives into how content discovery happens, what prompts someone to sample a new podcast, the role of recommendations from friends or influencers, and how listeners actually incorporate podcasting into their daily routines.

We’re also exploring questions that have not been thoroughly addressed before, such as what balance of content and personality keeps listeners most engaged. Is it the topic that matters most, or the host? Are listeners loyal to brands or people? What prompts someone to become a habitual listener? And what role does social media play in bringing someone back episode after episode?

We believe this study will be a turning point for how we think about podcast promotion, format strategy, and growth tactics moving forward.

Why This Matters for Radio

While the results will be valuable for podcasters across the board, there are two major takeaways for those in the radio space that stand out right away.

First, the power of connection. One of the early insights we anticipate is how much listeners value a strong emotional connection with podcast hosts. For local broadcasters, this represents a major opportunity. Your morning and afternoon hosts aren’t just personalities; they’re local influencers with built-in trust and platforms. Radio brands can and should leverage this influence by highlighting their hosts not only on-air but across digital and podcasting platforms as well.

Second, there’s a tactical application that can impact ratings and revenue right now: promoting repackaged daily content to drive Daily Cume in Nielsen. Point-To-Point Marketing has been working closely with major morning shows to do just that by turning daily show podcasts into short-form, targeted social media campaigns. These ads are served based on lifestyle, content affinity, demographics, ZIP code, and podcast consumption likelihood.

We’re showcasing the very best creative content that’s already being produced every single day. When packaged correctly, this content becomes a powerful driver of listening across both broadcast AND podcast platforms. It increases exposure, encourages sampling, and most importantly, keeps your brand top of mind when audiences are deciding what to listen to next.

What Radio Can Expect From These Results

Stations that lean into the tactics this study supports—content repackaging, host-forward marketing, and strategic targeting—will be positioned to win. Whether your goal is to boost daily cume, increase time spent listening, or create stronger listener bonds, The Podcast Study  will offer the roadmap.

It’s not about overhauling what is already working. It’s about amplifying it. You already have the content. You already have the talent. Now, you’ll have the data-backed strategies to turn that into stronger engagement across every platform, too.

Coming Soon: ThePodcastStudy.com

Soon, we’ll be launching ThePodcastStudy.com, where you will be able to explore highlights from the research, including some of the biggest insights that apply directly to radio.

More importantly, your radio group will have the opportunity to register for an exclusive, free webinar tailored specifically to how these findings can be applied to your station strategy. That invitation will be coming your way in late August.

Podcasting continues to be a category full of growth, creativity, and opportunity. Let’s lean into it together with the clarity and confidence that comes from knowing exactly what today’s audience wants.

Contact info: Tim Bronsil: tim@ptpmarketing.com, 513.702.5072