Announcing The Podcast Study 2026 with a focus on discovery, loyalty and monetization

Following significant industry buzz around last year’s inaugural Podcast Study, Point-To-Point Marketing and Strategic Solutions Research are returning with The Podcast Study 2026, an expanded national research initiative examining what drives podcast consumption, discovery, loyalty, and growth.

At a critical time for the industry, audio leaders Crooked Media, NPR, and PRX are co-sponsors of The Podcast Study.

“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,” said Tim Bronsil, Owner and CEO of Point-To-Point Marketing (pictured above). "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.”

The first public reveal of findings from The Podcast Study 2026 will be presented September 14-15, 2026, at the Sounds Profitable Business Summit in New York City.

Among the key questions The Podcast Study 2026 will explore: • What does the engagement funnel really look like? The study will examine the relative impact of word of mouth, social clips, and platform recommendations, how many exposures it can take to drive trial, and what moves someone from discovery to becoming a loyal listener. • How quickly do listeners decide whether a new podcast is worth their time? The research will explore how fast that decision happens and what causes someone who is trying a podcast for the first time to abandon it. • How can podcasters maximize monetization opportunities? The study will analyze host-read advertising, advertising effectiveness, subscriptions, and other opportunities to turn audience engagement into revenue.

“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,” Hal Rood, Partner at Strategic Solutions Research, explained. “I’m excited that The Podcast Study will again provide a unique look at how to move the industry forward.”

The Podcast Study 2026 will also explore the evolving role of video, including whether listeners prefer audio or video and how much video production quality matters. Additional areas include direct connections between hosts and audiences, limited-series podcasts, live events, email, VIP memberships, and how audience behavior differs by listening intensity, gender, age, and radio usage.

Following the Summit, Point-To-Point Marketing and Strategic Solutions Research will host a series of free webinars to share the findings, insights, and actionable takeaways with the entire podcast industry. To receive webinar updates and review findings from last year’s inaugural study, visit ThePodcastStudy.com.