Survey Shows Hosts Drive Loyalty In Podcasting.

The latest from a nationwide survey shows the biggest growth opportunity in podcasting isn’t just discovery — it’s becoming a listener’s favorite. The Podcast Study, by Strategic Solutions Research and Point-To-Point Marketing, finds that the path to building core fans is becoming clearer. Full results will be unveiled during the third installment of the free webinar series on Thursday, Oct. 9, at 2pm (ET).

Based on responses from 1,200 U.S. adults ages 18–54, the research underscores podcasting’s strong momentum: nearly half of listeners say they expect to spend more time with podcasts in the next year. But the study stresses that long-term success depends on converting casual listeners into devoted fans.

Favorites dominate listening — 60% of total podcast time goes to a single favorite show. Creators must at least break into a listener’s top three to compete, but real growth comes from deepening loyalty among core fans. Hosts play an outsized role: 80% of listeners said the host is key to their favorite show, and 59% said they would listen less or stop if that host left.

The report also points to ways podcasts can strengthen engagement, from contests and merchandise to emails and virtual events. Contests stood out, with most listeners saying giveaways increase excitement and can drive more frequent listening.

“Podcasting has tremendous momentum right now,” Tim Bronsil, CEO of Point-To-Point Marketing, said. “Winning means creating an ecosystem of engagement — through clips, contests, and community — so listeners feel personally connected to the show and the host.”

The study also found one surprising barrier: potential fans simply forget to listen. “There are many untapped ways podcasters can create touchpoints with fans,” Hal Rood, partner at Strategic Solutions Research, added. “Now is the time to capitalize on the huge consumer interest in podcasting.”

Registration for Thursday’s webinar is available at ThePodcastStudy.com.