New Research Shows Radio Can Succeed By Studying Podcasting’s Playbook.

Results of a survey conducted by The Podcast Study, by Strategic Solutions Research and Point-To-Point Marketing, show that while podcasting continues to show notable growth, many of the lessons driving podcasts’ success can also help radio become more competitive. Full results will be revealed during the latest installment of a free webinar series on Thursday, Oct. 23, at 2pm (ET).

Based on responses from 1,200 U.S. adults ages 18–54, the study’s findings show both radio and podcasts thrive on entertainment, connection, and strong execution, and that the fundamentals of engaging storytelling and compelling personalities remain radio’s most powerful advantage.

Among the key takeaways: Nearly half of all podcast listeners, and three out of four adults, still listen to local radio weekly, with half tuning in daily; strong content execution is crucial for radio, as it is in podcasting; and the majority of podcast listeners spend about 75% of their listening time with their single favorite podcast, echoing the “core fan” dynamic long true in radio.

Other findings include: eight in ten respondents say the host is a major reason they listen, and most would consider stopping if the host left, underscoring the importance of personality-driven content in both radio and podcasting; for both media, fan engagement builds loyalty, and contesting, prizing, and short-form audio/video clips are highly effective at increasing visibility and driving trial. 

The webinar will also include an action plan that radio stations can implement, leaning into its strengths and take advantage of the growth in audio usage.

“Podcasting and radio have more in common than people think,” Strategic Solutions Research partner Hal Rood says. “Both depend on great personalities, great execution, and connecting emotionally with listeners. When radio focuses on these fundamentals, it stays every bit as relevant in today’s media mix.”

Point-To-Point Marketing CEO Tim Bronsil adds, “Radio has an incredible opportunity to learn from podcast engagement tactics. Events, contests, and VIP clubs aren’t just marketing tools —they’re ways to deepen loyalty and make listeners feel like part of a community.”