Point-to-Point Marketing is partnering with Strategic Solutions Research for The Podcast Study 2026. The research will examine how podcasts attract, retain, and monetize listeners in a changing audio marketplace.
What We Know: The Podcast Study 2026 will examine the podcast engagement funnel from discovery through loyalty and monetization. First, researchers will study the impact of word of mouth, social clips, and platform recommendations. They’ll also examine how many exposures can drive trial and what turns a new listener into a loyal one. Additionally, the study will explore how quickly listeners decide whether a podcast deserves their time. Researchers will look at why first-time listeners abandon shows, as well as what keeps them engaged. Finally, the research will examine host-read advertising, advertising effectiveness, subscriptions, and other revenue opportunities.
What They Said: “The first Podcast Study reinforced something we believe strongly at Point-To-Point: there is enormous opportunity to grow podcast audiences, but growth doesn’t happen by accident. With The Podcast Study 2026, we are asking a new set of questions about where podcasting is going and giving the industry research it can actually put to work.” -Point-to-Point Marketing CEO Tim Bronsil
“Every podcaster is asking how to turn audience into revenue. Nobody is handing them a map. This study tracks the entire engagement funnel: discovery, loyalty, and the point where a follower becomes a Superfan, so producers can stop guessing. I’m excited that The Podcast Study will again provide a unique look at how to move the industry forward.” Strategic Solutions Research partner Hal Rood
What Remains Unclear: The study’s findings won’t be publicly available until September. Researchers haven’t disclosed the methodology, sample size, or other details about how the study will measure listener behavior. Those details could provide important context for evaluating the findings and their application across the podcast industry.
What It Means: The Podcast Study 2026 could offer podcast producers clearer insight into converting casual listeners into loyal fans. Meanwhile, its focus on monetization could help publishers better connect audience engagement with revenue. The first public reveal will come at the Sounds Profitable Business Summit in New York on September 14 and 15. Crooked Media, NPR, and PRX are co-sponsors of the study.
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.