The Podcast Study: What Really Drives Podcast Engagement in 2025

In a landscape where everyone is talking, who’s really being heard?

Find out this August when we unveil "The Podcast Study" at Podcast Movement. Point-To-Point Marketing and Strategic Solutions Research will take the stage together to unveil the top-line insights from “The Podcast Study,” a bold nationwide exploration into what drives podcast listening today, what’s holding it back, and how we can unlock its full potential.

This isn’t just another look at downloads and demos. The Podcast Study asks better questions. We set out to uncover the overlooked truths about audience behavior, the real-life motivations behind why people press play, share, or skip. In an industry overflowing with content but starving for time and attention, this study gets to the heart of the matter: What actually moves the needle?

We’re seeking more than surface-level trends. We’re digging into:

• Work-life behavior and how employment and commute patterns shape podcast habits. Are full-time workers really the audio diehards? Or is there an untapped segment hiding in plain sight?

• Who are the Podcast Prime Prospects? These are the light listeners who show potential to become tomorrow’s super fans. But they won’t get there by accident. The study helps identify them and how to win them.

• The real meaning of Word of Mouth. Everyone says WOM is king, but we asked: Which kinds of WOM actually work? Is it friends? Social influencers? Passive sharing? Or something deeper?

• Tactics that actually grow audience. We’re measuring marketing strategies that deliver, not in theory but in practice. Because growing a show today requires more than hope and hashtags.

• How podcasts stack up in the attention economy, competing with video, streaming, books, and even retail brands for time and engagement.

This study was built to challenge assumptions, inspire innovation, and arm podcast creators, networks, and advertisers with the intelligence they need to grow—not just louder, but smarter.

We are committed to this mission.

Since 2018, Point-To-Point Marketing has worked alongside some of the most innovative podcast creators at the national, regional, and local levels to drive discovery, engagement, and measurable audience growth. Through hundreds of campaigns, we’ve uncovered the most effective ways to differentiate a podcast’s Relative Advantage, the compelling reasons someone should choose your content over the noise. Using this proven framework, we partner with your team to craft marketing that is not only attention-worthy but also simple, shareable, and aligned with the values of your target listeners. Whether launching a new title or scaling a proven format, our collaborative approach ensures your message resonates clearly and spreads effectively.

The truth is, we can’t market our way out of a product problem. And we can’t improve our product in a vacuum. At Point-To-Point, we believe the best work happens when insight drives both content and marketing in tandem. And that’s why we partnered with Strategic Solutions Research—because they share our obsession with actionable data and strategic clarity.

Join us at Podcast Movement this August for the first look at The Podcast Study. The conversation is about to shift, from echo chamber to action plan.

PS: Some quotes we are proud of from our podcast partnerships:

“Without question, Point-To-Point Marketing has been one of the best decisions we’ve ever made towards achieving our audience growth goals. With both a rich history of the media space as well as an astute understanding of our target demos, PTP not only supplies the data-driven, strategic framework, but they also seamlessly implement their entire toolkit of tactics in order to bring said vision to life. From their VIP customer service to their prioritization of clear and informed communications, it is well-evident that PTP prides themselves deeply on their quality of work, service, and product, and we are honored to have them as one of our key collaborative partners who have helped drive our success for many years now.”— Megan Judge, ESPN AUDIO – Sr. Director, Marketing and Events

“Launching our new F1 Podcast, Drive To Wynn, was a major project that had to hit our targets without failure. So, working with Point-To-Point on achieving those goals was one of the best decisions we made, as their expertise and experience allowed us to focus on creating great content, while they made sure we stayed on track and used our precious budget wisely.”— Justin Bell, Host of Drive To Wynn – A Formula One Podcast

“I have been fortunate to reap the rewards of using the amazing folks at Point-To-Point Marketing at two points of my career. First as a radio executive, in charge of many stations, in pursuit of growing audience, they were part of our all-star lineup that always delivered results. Then, as a podcaster, working to climb the mountain of audience growth with my ‘Takin’ A Walk’ podcast, they were integral in helping me build my brand and stand out in the competitive marketplace. Point-To-Point is the crown jewel of marketing companies.”— Buzz Knight, Takin’ A Walk Podcast (iHeart Podcasts)

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