Podcast Pulse 2025

In an era of endless-scroll algorithms and recycled content, podcasting offers something curated and fresh. Podcasters aren’t echoing what’s already been said; they’re sparking new ideas, leading the discourse, and defining cultural moments.
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For brands, podcast partnerships aren’t about trophy names. In a media landscape where trust and connection are the most valuable currency a brand can trade with, podcasters are the heart of a creator economy. It’s here that brands can tap into genuine influence, at scale, with measurable results.

Attention + Trust = Action

Influence isn’t about follower counts anymore. It’s earned through time, trust, and ideas. Podcast creators have resonance: where attention meets authenticity to inspire real-world action.

The rise of multi-platform fandoms

Podcasters are cultural brands whose influence travels across feeds, but it’s the audio that anchors it.

Podcasters aren’t just creators, they’re cultural brands. Their influence extends across formats and feeds, but it’s the audio that builds the foundation. From there, brands can build multi-channel campaigns that amplify reach and creativity.

Podcasts are culture drivers

Culture moves fast, and podcasts move it forward. Podcasters aren’t just part of the conversation, they’re shaping it. Their influence drives opinions, fuels trends, and turns cultural moments into commercial momentum.

Commercial power of creator-led marketing

Where other channels compete for fleeting seconds of attention, podcasts hold it and convert it. Podcasting offers high-quality attention that works harder, faster, and more efficiently than any other medium.

Chosen attention → sustained impact

Listeners actively choose podcasts, and it shows, with 79% saying podcasts feel personal, like a one-to-one conversation.

Podcasts top the charts in credibility

Who consumers trust for product or brand recommendations

Celebrities

25%

Social Media Influencers

28%

YouTubers

31%

Journalists

33%

Podcasters

33%

Fandom fuels reach

Acast creators collectively reach 2.66 billion followers across social platforms. Listeners follow hosts everywhere—on social media (59%), TV and streaming (57%), and as guests on other podcasts (60%).

Turned multi-platform fandoms into omnichannel impact

podcast fans say their trust in a creator’s recommendation grows when they see products featured across multiple platforms

Cultural leadership

Podcasters are setting the agenda. With 72% of daily global podcast listeners say podcasts significantly shape the cultural conversation. When people want to know what matters next, they press play.

of daily global podcast listeners say podcasts significantly shape the cultural conversation

Superior ad effectiveness and trust

Podcast ads don’t just reach listeners, they resonate. 60% of consumers pay attention to podcast ads, compared with 50% for YouTube. And audiences describe them as more authentic (45%), more memorable (44%), and more relevant (43%) than ads on other platforms.

Podcast impressions work harder

35%

Video podcasts

41%

Audio podcasts

43%

Instagram

46%

YouTube

46%

Facebook

Podcast creators are redefining influence.

75% of weekly podcast listeners do not consider podcasters to be influencers, but…

84% say a podcaster has managed to change their mind about something they once believed in.

Research conducted across 10 markets around the world