We had a great turnout for yesterday’s industry webinar presentation of Techsurvey 2025, the 21st consecutive year Jacobs Media has produced this study. For the reveal of this year’s data, based on more than 24,000 respondents generated from 500 commercial radio stations across the U.S. and Canada, we came up with 10 key takeaways.
And #10 is that podcasts have arrived. (Those of you who have enjoyed or produced podcasts for years now can stop laughing.) While podcasts have been around for a long time, they have arguably not been a mainstream platform. This year, however, weekly podcast consumption hit an all-new high in Techsurvey. Overall, 35% of our total sample now listen weekly (right in-line with Edison’s “Infinite Dial” findings).
A slick new report—“The Fandom Phenomenon”—from the renowned podcast studio, Wondery, shows you the rising trajectory podcasts are now on. And that begs the question why radio isn’t marketing itself in similar fashion. You can access the short version here, and you can download a lengthier and more detailed report here. Both are worthy of your time, whether you work in radio, podcasting, or both.
Graphic: Wondery
If you’re skilled in both spaces (or studied them both), you’ll appreciate the reality that many of the same attributes that go into making successful podcasts are essentially the same building blocks for creating great radio.
A few observations:
- Success comes from having uber fans – And in radio they’re known as P1. Wondery tells us six in ten (61%) of podcast fans say they “love their show even more now than they did 12 months ago.” That’s right. And strong radio stations and shows display momentum, too.
- Getting in the habit – According to Wondery, just over half (54%) of podcast fans strongly agree these shows are part of their daily routines. Similarly in Techsurvey 2025, 57% tell us a main reason they listen to the radio is habit.
- Connectivity matters – Wondery tell us seven in ten (70%) podcasting fans feel “emotionally connected to podcast shows or hosts.” And in Techsurvey, three in four (76%) agree/agree strongly they “really feel a sense of connection” to their favorite radio station.
- The human appeal – Wondery cites the personal connection, quoting “Katie” who remarks, “I feel like I know the hosts, even though I don’t. Like, they’re friends of mine.” Anyone who has programmed a successful radio station knows fans often refer to the morning show like “they’re part of my family.” And in the new Techsurvey, we learned that half (51%) are interested in meeting personalities from their favorite stations.
- Other platforms in action – The Wondery piece tells us two-thirds (68%) of podcast fans have followed a show or its hosts on social media. We also discover more than four in ten (43%) engage with podcasts on other platforms (TV, books, games, events, etc.). For quality radio stations, expanded platforms including social media and events are nothing new. Great shows, in particular, draw fans to appearances, as well as buying CDs (back in the day) as well as merch from a favorite station or show.
There’s a lot in common, suggesting there’s a sharing of many of the same attributes that lead to aggregating larger audiences and growing revenue.
But there are some key differences here, too. And they are important in understanding why podcasting is on a roll whereas broadcast radio is flatlining.
First, podcasting companies like Wondery put their chips on personality—with consistency. In radio, on the other hand, every RIF seems to be loaded with talent being thrown over the side.
Consider how Wondery describes their business in this report:
Not to get too in the weeds, note the following:
- Liberal use of personality names and hit shows.
- The use of modern words like “immersive” and “bingeworthy” and “storytelling” to describe content.
- Namedropping other outlets where their podcasts have presence.
These attributes are important to making advertisers, sponsors, and podcast creators comfortable with Wondery. The same types of triggers could be used to describe numerous radio stations, shows, and of course, personalities.
While no one has based a network sitcom on “Preston & Steve” (yet) or developed a TV series about the trails and tribulations of hosting a night time music + talk show like “Delilah” (yet), many radio stations make appearances and generate coverage on a wide variety of mass market platforms. The problem is, most broadcasters rarely publicize them when marketing their stations and their top-line personalities.
Another key difference is in how advertisers are factored in the mix by Wondery versus how they’re typically handled on broadcast. The Wondery piece notes a majority (54%) of podcast fans “are more likely to trust brands that support their favorite podcast.”
That affinity is virtually non-existent in commercial radio. But notably, the “halo effect”—as we called it in two studies we conducted for NPR—speaks to the same phenomenon; brands are in higher regard by consumers when they support public radio programming. (BTW, we are seeing this in Christian music radio, too.)
Wondery also tells us “55% of podcast fans are more likely to consider a product/service if the host recommends it.” That’s impressive, but it is noteworthy that many radio shows exude this same effect.
We’ve conducted research for two very different syndicated morning powerhouses—”The Bob & Tom Show” and the “Bob & Sheri Show” (yes, not the same “Bobs”)—and the result is the same: their fans trust them about product recommendations.
Unlike many radio broadcasters, most podcasters have been careful not to let endorsement inventory get out of control. That will help ensure their hosts are able to successfully influence purchasing behavior.
My assumption is that the findings for podcasts from “Infinite Dial” and Techsurvey might encourage more broadcasters to take a shot at the opportunities available in the expanding podcasting space. If you’ve got the talent and a great concept, you’ll get no argument from me.
But one key caveat…
If you’re diverting funds away from your radio asset to fuel a podcasting initiative, you might want to think twice. Most existing radio stations are in dire need of research, marketing, a contest budget, and personality staffing resources. A reinvestment in the core product would likely be money well spent.
You might even want to put out a cool e-book brochure like Wondery has.
It just might help you get noticed.
Originally published by Jacobs Media
