Podcasting’s Growth Is Surging; Study Suggests Sloppy Execution Drains Listeners.

A new industry study suggests the momentum behind podcasting shows no sign of slowing — and highlights the opportunities and pitfalls of video in the medium.

The research, conducted by Point-To-Point Marketing and Strategic Solutions Research, surveyed 1,200 U.S. adults aged 18–54 in July. Nearly half (46%) said they expect to use more podcasts in the future, compared to just 5% who expect to use fewer.

“Podcasts have fantastic momentum,” said Hal Rood, Partner at Strategic Solutions Research, during a webinar Thursday unveiling the results. The data not only shows that a majority of people have been spending more time with podcasts over the past year, but six-times as many are using podcasts more vs. less. 

“There’s momentum for podcasting,” Bronsil said. “Audiences not only value podcasts today, but a large portion expect that they’re going to increase their usage in the future. That’s one of the most encouraging signals.”

One of the most striking findings concerns video podcasts. While many shows have rushed to add video components, the study shows that only about half of the audience actively watches video episodes. The rest are either listening in the background or not watching the screen at all. “And 69% of people say there are references to the video that make them feel left out,” Rood explained.

Point-To-Point CEO Tim Bronsil called it one of the study’s most actionable insights.

“Listening to many podcasts, we saw where hosts would back-reference the video they played,” he said. “It’s just good to give that kind of background so people know what’s going on. Otherwise, you risk alienating a big part of your audience.”

When asked to describe podcasts in their own words, many consumers emphasized that they listen while doing something else. One 25-year-old respondent put it plainly, stating, “I listen while I play video games or drive.”

That multitasking reality, Rood added, should guide how podcasters structure their content. “You can’t assume people are paying full attention to everything you’re saying. Lots of clarity, lots of re-entry points, lots of resets — that’s critical for an audience that’s dropping in and out,” he advised creators.

Podcasts Have ‘Leaky Bucket’ Problem 

Even as consumption climbs higher, the study also finds some podcasters are losing audience to sloppy execution. The study discovered one out of three listeners hit “stop” before a podcast ends — even on shows they like.

“Even small issues can drive people away,” said Bronsil. “When hosts let things drag, repeat themselves, or post inconsistently, that’s when listeners start pressing stop.”

Rood pointed to common turnoffs. “Number one, it was just boring. Too much meaningless talk and a discussion that moves too slowly,” he said. “With every sentence you utter, you’re either moving the content forward or you’re not. Consumers know how to move to another podcast or turn on the radio.”

Other major complaints included hosts talking over one another (26%), repeating the same points (25%), or trying too hard to be funny (15%).

Rood called it a “leaky bucket” problem that podcasters can fix with discipline. “Better preparation, even some storyboarding, can help keep the conversation moving forward. And a little hand signal between hosts can prevent the chaos of talking at the same time,” he advised.

Bronsil agreed and said there are added benefits to not letting down listeners.

“Podcasters that get structure right not only keep their existing fans, they also create advocates who will share the show,” he said.

Becoming Favorite Podcast Is Key 

Podcasters chasing growth should worry less about being sampled and more about becoming someone’s favorite. That’s one of the study’s central messages. The survey found that 59% of consumers regularly listen to three or fewer podcasts. And when a show becomes a favorite, it dominates listening time. Six in 10 spend at least 75% of their podcast usage with their top pick.

“Most podcast consumers only make room for three titles. That’s the shelf space,” explained Rood. “You have to be in someone’s top three just to be in the game. But even that isn’t enough — you really want to be the favorite.”

Three out of four listeners said they “love” their favorite show, and 76% are promoters likely to recommend it to others. “Your audience doesn’t just listen, they advocate, they share, they recruit,” said Bronsil. “Your fans become your marketing team. You unlock growth that no paid campaign can match.”

The study also showed that favorite status isn’t fixed. Nearly half of listeners have had their current favorite for less than a year, leaving openings for new shows — but also warnings for established ones. 

“Loyalty is real, but it’s not permanent,” Bronsil cautioned. “You cannot assume your audience will stay forever. Favorites change. The question is whether your show can stay as one of them.”

Rood called it a reminder to maintain urgency. 

“It’s not easy to become someone’s favorite,” he said. “So every podcast break matters, and execution has to be at the highest possible level.”