Case Closed? Why MBAs May Be Learning More From Podcasts Than Textbooks

If business schools thought podcasts were just background noise, new data suggests they may be underestimating their impact. A Youngstown State University survey shows that podcasts are reshaping how graduate business students learn, make career choices, and even launch ventures.

In the nationwide study of 226 MBA students, 32% say they have launched a business or side hustle because of a podcast, while another 46% say they have seriously considered doing so.

The influence of podcasts extends well beyond entrepreneurship. Nearly one in five students in the survey reported changing their career path or industry after listening to a podcast. And when asked how they best learn business concepts, students said they are six times more likely to grasp ideas from podcasts than from textbooks.

PODCASTS FUEL ENTREPRENEURSHIP & CAREER SHIFTS

The Youngstown State study identified specific shows with outsized impact. Smart Passive Income with Pat Flynn was the most entrepreneurial catalyst, with 43% of listeners starting a business or side hustle and 48% switching careers. Masters of Scale, hosted by LinkedIn founder Reid Hoffman, produced similar results, with 42% starting a business and 42% changing careers. The Tony Robbins Podcast also showed strong effects: 41% of its listeners started a business and 19% changed careers.

Meanwhile, other shows demonstrated a connection to academic performance. Students who listened to Freakonomics Radio reported the highest average GPA, at 3.73. Those who tuned into The Diary of a CEO with Steven Bartlett followed closely, with an average GPA of 3.68. In addition, daily podcast listeners reported the strongest well-being, with 67% rating their mental health as good or excellent.

LESSONS MBAS ARE TAKING INTO THEIR CAREERS

Podcasts are not just entertainment for MBA students — they are tools for direct application. More than half of respondents said podcasts helped improve their communication style, while nearly half said they applied leadership lessons from episodes. Forty-four percent reported that podcasts reshaped their personal or household life, and 38% said they had used podcast insights directly in their professional work.

A significant share credited podcasts with helping them in high-stakes workplace situations. Thirty-five percent applied lessons in negotiations, while 22% said podcast insights helped them successfully request a raise or promotion.

“We asked students to identify real-world concepts they applied based on podcast insights,” says Ross Morrone, academic marketing and enrollment strategy officer at Youngstown State, explaining that the research team measured this kind of learning through real-world application. “Then, we cross-referenced those responses against outcomes like GPA, group participation, and startup activity. Among daily listeners, many reported applying podcast-taught strategies, and 35% used those insights in high-stakes negotiations. This degree of applied learning highlights both durability and transferability.”

WHAT MBA STUDENTS VALUE MOST

The content themes that students found most valuable paint a picture of what tomorrow’s business leaders are seeking. Motivation and mindset was the top category, cited by 47% of MBA students. Business strategy followed at 40%, with leadership development at 35%. Career planning and job search insights were identified by 30%, while economics and policy came in at 29% and mental health in business at 25%. Step-by-step tactical advice was cited by 24%, and venture capital and startups by 17%.

When asked how they prefer to learn, 47% said podcasts alone are the most effective tool, while 45% favored a hybrid of podcasts and textbooks. Only 8% said they learn best from textbooks alone — a finding that underscores just how quickly audio-based learning is becoming central to MBA education.

Morrone says that many of the entrepreneurial efforts students reported were not short-lived.

“Thirty-two percent of MBA students reported actually launching a business or side hustle after being inspired by a podcast,” he notes. “What’s more telling is that many stayed the course with that business. Sustained momentum was highest among those who listened daily and engaged with mindset-focused content, especially from shows like Smart Passive Income and Masters of Scale.

“Conversely, many MBA candidates who binge only episodically or treat podcasts like background noise are less likely to follow through in their business long term.”

THE PODCASTS MBAS SAY SHOULD BE REQUIRED LISTENING

If business schools created a podcast syllabus, students were clear about which shows should make the cut. How I Built This topped the list, followed by My First Million, Freakonomics, All-In, and The Tony Robbins Podcast. These shows, blending entrepreneurial storytelling, economic analysis, and leadership insights, reflect the mix of inspiration and practical lessons MBA students say they need most.

Listening habits vary, but many MBA students are already regular podcast consumers. Ten percent said they listen daily, while 27% tune in several times a week and 20% once a week. Another 21% listen a few times a month, while only 22% said they rarely or never listen.

A CHALLENGE TO THE CASE METHOD

For decades, the case method has been the defining pedagogy of elite MBA programs. But the Youngstown State findings suggest that podcasts are increasingly competing for students’ attention.

The researchers caution that the study is exploratory and based on self-reported data. Still, if students are more likely to learn from podcasts than textbooks, and if certain shows are correlated with both stronger mental health and higher GPAs, the implications for business education are significant.

“Because podcasts are free, on-demand, and culturally relevant, they help flatten socioeconomic access gaps,” Morrone says. “If business schools want to scale equity, they should treat podcasts not as extracurricular, but essential pedagogy.”

See the full study here.

DON’T MISS ‘BECAUSE IT’S HARVARD’: HBS IS STILL THE MOST DESIRED MBA

© Copyright 2025 Poets & Quants. All rights reserved. This article may not be republished, rewritten or otherwise distributed without written permission. To reprint or license this article or any content from Poets & Quants, please submit your request HERE.