Listeners Eager To Try New Podcasts, But First Impressions Make Or Break.

A new research report projects strong momentum for podcast consumption but warns discovery challenges and poor first impressions are leaving potential fans untapped. The latest installment of The Podcast Study, conducted by Point-To-Point Marketing and Strategic Solutions Research, finds that while 88% of monthly listeners are engaging weekly or daily, “execution mistakes” at the trial stage are undermining conversion.

Half of podcast users report listening more today than a year ago, and nearly as many expect to consume more going forward, according to a survey conducted in July among 1,200 U.S. adults 18–54 who listen to podcasts at least monthly.

“You can see huge percentages of the audience are consuming more over the past year,” said Hal Rood, Partner at Strategic Solutions Research. “And even more exciting than that is that as they look ahead to the future, these consumers expect to also be consuming more podcasts than they do today,” he said during a webinar Thursday unveiling the findings.

Thirty percent of monthly users said they are very likely to try new or different podcasts, while more than half (54%) said they are somewhat likely. Industry growth, however, depends on converting curiosity into listening.

“Awareness is really only half the battle,” said Tim Bronsil, CEO of Point-To-Point Marketing. “The real hurdle is trial. Discovery means nothing that doesn’t lead to actually pressing play.”

Friends and family recommendations carry the most weight in spurring a trial, while YouTube remains the top discovery engine. TikTok is a powerful driver among under-35 listeners.

When asked whether seeing or hearing a short sample of a podcast would make them more likely to try it, nearly half (47%) of respondents said it would definitely increase the chances, while another 42% said it would probably make a difference. Only 10% said hearing a sample would have no effect. The findings suggest that short, easily shareable clips function like a trailer for a movie — lowering the barrier to entry and encouraging first-time plays.

“Listeners want a taste before they commit to something,” Bronsil said. “So that 60-second clip or a highlight lowers that barrier to entry, kind of like a movie trailer.”

Study respondents also reported high recall of seeing posts from podcast hosts in their social feeds. “A majority said they had at least seen one in the past week,” Bronsil said. “This matters, because posts don’t just fuel discovery, they reinforce that conversion.”

Perhaps most frustrating for podcasters is that the top reason people fail to try a podcast they’ve heard about is simple forgetfulness.

“It’s not rejection, it’s not dislike, it’s just distraction,” Bronsil said. “That means your biggest competition isn’t another show. It’s just forgetfulness.”

Trials And First Impressions

Once listeners do try a new podcast, the odds are favorable. Two-thirds (68%) say it either becomes a favorite or stays in their rotation. But creators have little room for error. Four in ten listeners say they will not give a podcast a second chance after disappointment.

The study underscores just how crucial the opening minutes are when a listener tries a podcast for the first time. More than four in ten (41%) say they decide within five minutes whether to keep listening, while another 35% make their judgment by the halfway point. Only 14% commit to hearing an entire episode before deciding, and a small fraction bail out in under a minute.

As its earlier-released findings revealed, Rood added that starting with “too much meaningless talk” is a common mistake. “You’re really at risk for losing and leaking audience at that point,” he said. “Start with what we call a quick hook in the first seven to 10 seconds.”

What Podcasters Should Do

Beyond the topline growth numbers, the study’s authors stressed that execution determines whether a trial leads to sustained usage.

“Every podcast matters, every break matters, every sentence matters,” Rood said. “Especially if your podcast is in a growth phase — you really have to be all about perfect execution every time.”

For producers, that means designing shows to hook listeners immediately, eliminating off-topic chatter and repetitive hosts, and posting consistently on social media to stay visible. The report also concludes that marketing plans should focus on keeping podcasts top of mind, particularly for occasional listeners, while building “engagement funnels” that move casual listeners into loyal fans.

Bronsil also urged podcasters to make shareable clips a priority. “Snackable, shareable pieces of your content allow your audience to be advocates for your brand with samples,” he said.

Download part two of The Podcast Study HERE.