Podcast Fandom Is Growing and Deepening

The "Fandom Phenomenon" white paper is a research study that explores the growing influence and power of podcast fans, emphasizing how this medium has evolved from a niche interest to a mainstream cultural force.

The study delves into how podcast listeners transform into passionate fans, forming deep emotional connections with hosts and driving engagement that benefits both creators and brands. It notes that podcasts are no longer a fringe medium—33% of some unspecified population (likely a surveyed group, possibly global or regional) now engages with them regularly, per the post. This aligns with broader audio trends, like the Edison Research Infinite Dial 2025 finding that 74% of U.S. drivers use AM/FM radio in-car, suggesting podcasts are carving out a complementary space in audio consumption.

The white paper builds on the idea that fandom in podcasts mirrors dynamics seen in other media, such as the Grand Ole Opry’s 100th anniversary special (5.3 million viewers on March 19, 2025) or Nashville’s genre-blending influence in the IFPI’s 2025 Global Music Report. It emphasizes how fans don’t just passively listen—they actively promote shows, share content, and even influence brand partnerships through their loyalty.

“The research shows that podcasts are not only a great source of entertainment and information, but also podcasts provide listeners with a sense of connection that stands out as unique in the media and entertainment landscape,” said Nicole Blake, Wondery’s chief brand officer. “Podcast fans are invested in the hosts, the stories, and the fan communities, which provides an excellent opportunity to extend the IP into areas such as Consumer Products and IRL experiences, and for marketers to authentically reach key audiences.”

Among other findings:

• 65% of podcast fans report that they are “grateful to brands that support their favorite podcast
• 54% state that they are “more likely to trust those brands.”
• 51% say “podcasts help them interact with others”
• 75% are fans because podcasts contribute to their “understanding of communities outside their own.”
• Those who self-identify as podcast “fans” “are 2.5x more likely to fall into the age demo of 25-44.”

Produced by an entity like Signal Hill Insights, the report positions podcast fandom as a measurable phenomenon with economic and cultural weight. It’s less about raw data and more about qualitative shifts: how hosts become trusted voices, akin to radio DJs of old, and how fans’ emotional investment turns podcasts into communities.