New findings from The Podcast Study 2026 suggest radio has an opportunity to strengthen audience relationships through its personalities and the way programs begin.
The research from Strategic Solutions Research and Point-To-Point Marketing surveyed 1,205 podcast consumers ages 18–54. Its radio-focused findings, reported October 21, show that 74% listened to local radio at least weekly. Among radio listeners with a favorite podcast, 81% identified the host as a major or sole reason for listening.
Getting to the point matters
The study also identifies unengaging opening talk and advertising load as sources of friction. Stations could use those findings to test tighter introductions, useful clips and clearer opportunities to interact with hosts.
The sample consists of podcast consumers, not the entire population. Reported preferences do not prove that a programming change will increase ratings or advertiser sales.
This is separate from the research discussed in RNN’s earlier “Super Spenders” article; the samples and conclusions should not be combined.
The RNN question: How quickly does your show give a new listener a reason to stay?
Sources: Original study resources; Radio-focused findings.
Prepared with AI assistance and source verification.