Podcast Study Explores How to Turn Listeners Into Fans

RADIO ONLINE | Wednesday, October 8, 2025 | 4:44pm CT

Strategic Solutions Research & Point-To-Point Marketing

Podcasting's momentum shows no signs of slowing, and the next frontier is engagement - turning casual listeners into loyal fans. That's the focus of The Podcast Study: Growth webinar on October 9, presented by Point-To-Point Marketing and Strategic Solutions Research.

The session will unveil new data showing how creators can build deeper listener relationships through marketing, community, and connection beyond the audio experience. Nearly half of podcast listeners say they plan to spend more time with podcasts in the coming year, signaling continued opportunity for audience growth.

"The number one reason why people forget to try a podcast they're interested in is that they simply forget to listen," said Hal Rood, Partner at Strategic Solutions Research. "The solution is creating more touchpoints to stay top of mind, and that's where marketing and engagement tactics make a real difference."

Research shows that 60% of podcast listening time goes to a listener's single favorite show. To grow, creators must first land in the listener's "Top 3," with the biggest payoff coming when they become the favorite. "Winning means creating an ecosystem of engagement through clips, contests, and community so that listeners feel personally connected to the show and the host," added Tim Bronsil, CEO of Point-To-Point Marketing.

The study highlights specific engagement strategies that boost loyalty and listening frequency:

• Contests and Giveaways: Make shows more exciting and increase listening time.

• Merchandise: Fans who buy merch are far more likely to recommend the show.

• Events and Community: Virtual events improve listener positivity, with 70% saying they feel more connected afterward.

• Direct Communication: Emails, social responses, and personal outreach strengthen bonds between hosts and fans.

The October 9 presentation will wrap up The Podcast Study: Growth series with an actionable plan for creators and networks alike: ensuring product consistency, building marketing strategies that create evangelists, and extending engagement beyond the podcast itself.

A follow-up session, The Podcast Study: What Radio Can Learn, will take place on October 23, exploring how radio can apply podcasting's lessons in connection and loyalty.

Read the full blog post here.