Radio stations already reach many of podcasting’s most engaged listeners, according to findings from The Podcast Study 2026 presented in the series’ final webinar on Tuesday, October 20.
Strategic Solutions Research and Point-To-Point Marketing hosted the free session, “What Radio Can Learn from The Podcast Study,” drawing on a national survey of 1,205 U.S. podcast consumers ages 18–54. The webinar examined what the research reveals for radio leaders about talent, advertising, audience development, and the overlap between radio and podcast audiences.
Among the findings: 74 percent of podcast consumers listen to local radio weekly or more (46 percent daily). Among radio listeners with a favorite podcast, 81 percent say the host is a big part or the only reason they listen. Superfans and Prime Prospects—podcasting’s highest-value segments—also show strong radio use, with 79 percent and 82 percent, respectively, listening weekly or more. Daily radio listeners are more likely to be influenced by host-read ads and more open to host interaction, VIP clubs, and related offerings.
Among daily radio listeners in the national survey of 1,205 U.S. podcast consumers, 47 percent said host-read ads strongly influence them to try or buy a product. This compares with an overall figure of about 40 percent across all podcast consumers who said a host-read ad strongly influences them, versus only 26.6 percent for a prerecorded ad.
The advantage extends beyond purchase influence. After hearing a host endorsement, radio listeners were more likely to:
- Notice the ad (54 percent)
- Remember the brand (56 percent)
- Trust the ad (49 percent)
- Consider buying (46 percent)
The findings suggest stations can leverage existing host-listener trust to strengthen both advertising performance and audience retention, while remaining mindful of ad-load sensitivity reported by a majority of listeners.