Topic, Hosts Drive Podcast Choices, Edison Finds

RADIO ONLINE | Wednesday, September 16, 2026 | 2:24pm CT

Edison Research

Podcast topic and host are the two most important factors for U.S. weekly podcast consumers when choosing a show to listen to or watch, according to new data from Edison Research at SSRS.

Edison Podcast Metrics found that 64% of weekly podcast consumers consider a show's topic important when selecting a podcast. Edison said the findings underscore the importance of creators clearly defining and marketing their subject matter as they compete for audiences across a growing number of podcast titles.

The show's host ranked second, cited as important by 53% of weekly podcast consumers. Edison noted that its previous audio and podcast research has consistently demonstrated the role hosts play in attracting and retaining audiences.

Featured guests were the third-leading consideration, with 38% saying guests are important when deciding whether to try a podcast.

Other elements of podcast presentation ranked considerably lower. Just 12% of weekly consumers said a podcast trailer is important to their selection, while 11% cited the appeal of the show's cover art.

Whether a podcast is appropriate for children ranked last among the factors highlighted by Edison, at 7%.

The findings come from Edison Podcast Metrics, the company's ongoing measurement service tracking podcast listening and viewing among U.S. consumers.