The Podcast Study 2026 finds that radio broadcasters already reach many of podcasting’s most valuable listeners. Research from Point-to-Point Marketing and Strategic Solutions Research highlights opportunities to deepen those relationships.
What We Know: The Podcast Study 2026 finds that 79% of podcast Superfans and 82% of Prime Prospects listen to local radio weekly. Nearly six in 10 also listen daily, creating opportunities for broadcasters to turn existing audience relationships into deeper engagement and revenue.
Overall, 43% of daily radio listeners qualify as either a Superfan or Prime Prospect, compared with 26% of people who don’t listen to radio regularly.
What the Numbers Show: Among radio-listening Prime Prospects, 83% follow their favorite podcasts on social media, while 75% are likely to subscribe to a host-read-ads-only tier.
Additionally, 70% would definitely join a free VIP club, and 68% are likely to pay for a premium tier. Among radio-listening Superfans, 68% would definitely join a free VIP club, while 64% are likely to pay for a premium tier. The findings suggest radio broadcasters have access to consumers who already demonstrate the behaviors podcast publishers want to encourage.
What They Said: “Podcasting’s best fans aren’t someone else’s audience. They’re already yours. 79% of Podcast Superfans listen to local radio every week. This presents radio broadcasters with a tremendous opportunity to pull usage from these important consumers. I can’t wait to share some ideas on how to do that.” -Strategic Solutions Research Executive Vice President Hal Rood
“This is a useful reminder that radio already has a meaningful relationship with many of the consumers podcast companies most want to deepen. A significant number of the people most willing to follow, join and pay are already daily radio users.” -Point-to-Point Marketing CEO Tim Bronsil
What It Means: Radio broadcasters may have an opportunity to extend their existing relationships into podcasting through exclusive content, listener communities, and paid subscriptions. Rather than starting from scratch, stations can leverage established host connections to reach consumers already willing to engage and spend money on audio content. The latest findings in The Podcast Study 2026 will be unveiled in a webinar later this afternoon. You can register for the event by clicking here.
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