Premium podcasting Diversifying success in the audio economy

Laura Fisher

February 2026

The podcasting industry has matured beyond a niche interest into a mainstream media pillar. Its primary growth engine – the ad-supported, scale-at-all-costs model – is showing limitations. The next significant phase of audio evolution lies in the strategic cultivation of premium podcasting. This report examines the commercial implications of this shift from scale at all costs to depth mining, drawing on MIDiA’s consumer survey data to assess how premium models are reshaping value creation in the audio ecosystem.This report is for audio strategists and decision-makers who are seeking to navigate beyond the plateau of ad-supported scale. It provides a foundation to build strong and stable audience relationships and curate a well-rounded, lucrative subscription model built for long-term value.

Key data and insights in this report:

Consumer connection with favourite podcast hosts and communities
Top motivations among podcast listeners for paying to subscribe
Consumer attitudes towards podcast merchandise
Data from MIDiA Research Consumer Survey Q3 2025, US, UK, Australia, Canada, France, Japan, Mexico, n = 7,021

Companies and brands mentioned: Discord, Goalhanger, Spotify, Supercast, Supporting Cast, Tubi Media Group (Fox Corporation)

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