A new study shows that AM/FM radio is outperforming digital platforms like TikTok and YouTube when it comes to converting listeners into dedicated podcast fans. The findings suggest that traditional radio’s connection with audiences translates into deeper podcast loyalty, making it a key channel for podcast growth and monetization.
The data comes from Sounds Profitable’s Advertising Landscape 2025 report, which surveyed monthly ad-supported podcast listeners. Among those who listen to AM/FM radio daily, 42% rated themselves as podcast “fans,” scoring 8–10 on a 10-point scale. Only 11% of this group considered themselves “anti-fans,” or listeners who’ve tried podcasts but didn’t embrace them. These numbers surpass TikTok (34% fans), YouTube (33%), and cable TV (29%).
Streaming AM/FM audiences were even more enthusiastic: 57% identified as podcast fans, the highest rate of any platform in the survey. This points to the powerful overlap between live and on-demand audio audiences, with radio listeners more likely to adopt and stick with podcasts than their video-focused counterparts.
Overall, 40% of monthly podcast listeners in the survey qualified as fans, while 11% were anti-fans and 49% were neutral. The report also revealed gender and age trends. While 44% of men considered themselves podcast fans, only 33% of women did. This gap indicates an opportunity for broadcasters to tailor content and formats that better connect with women who are already exploring podcasts but haven’t fully committed.
Adults aged 35 to 54 were the most enthusiastic demographic, with 46% identifying as podcast fans and only 7% as anti-fans. In contrast, only 27% of listeners aged 55 and older were fans, even though many of them listen monthly. This suggests that older audiences may face content or access barriers that broadcasters could help address through targeted programming and better promotion.
The study also highlighted that users of paid audio services, such as satellite and premium streaming platforms, tend to be more engaged podcast fans than those using free services. Yet despite this, traditional AM/FM radio still beat out popular video-first platforms for fan conversion.