Acast, one of the world’s largest independent podcast platforms, has just released Podcast Pulse, an insightful report created in collaboration with Edison Research, Dentsu and Podscribe. Based on responses from over 1,000 U.S. podcast listeners, the report reveals powerful insights into how podcasting impacts advertising effectiveness across three core themes: The Multiverse of Podcasts, Genuine Influence, and Beyond the Podcast. Here’s what brands need to know.
The Multiverse of Podcasts: Niche Content Drives Engagement
The world of podcasting is vast and diverse. With a tap on any app, listeners are immersed in a universe of content spanning every imaginable topic and interest, from deep dives into historical events like the American Civil War to recaps of the latest Bachelorette episodes. This breadth of content is what makes podcasting unique. Each listener builds a personal journey through the podcast multiverse; curating shows that resonate with their unique preferences and interests.
Niche podcasts may not always have large audiences, but their smaller, devoted followings deliver real value for brands. These shows typically have lower ad load, higher listen-through rates, and deeply engaged audiences. For advertisers, targeting these specialised shows can yield a highly effective campaign.
By investing in the “long tail” of podcasting, brands can leverage these loyal audiences while achieving their desired reach. With targeting capabilities-through tools like content category targeting, conversational targeting, and first-party data onboarding-brands can connect with precisely the audiences most receptive to their message.
Genuine Influence: Building Community and Driving Actions
A standout finding in Podcast Pulse is how podcasting fosters a strong sense of community. More than half of listeners feel part of a community when tuning in to their favorite podcasts, outranking social media, YouTube, TV, and radio.
Podcasts create an environment where listeners feel they’re sharing intimate conversations with friends, which translates into authentic, impactful marketing.
This close relationship between hosts and audiences offers unique advantages for advertisers. Nearly 75% of listeners consider brands promoted by their favorite hosts on social media, and 93% of media buyers agree that podcast hosts are valuable cross-platform influencers. As trusted figures, podcast hosts can powerfully endorse products and services in a way that resonates with listeners on a personal level. Advertisers can harness this word-of-mouth marketing at scale by collaborating with hosts who can speak genuinely to their audience about a brand’s products.
Beyond the Podcast: Omnichannel Influence
The influence of podcasts now extends well beyond the audio format. Listeners following podcast hosts across multiple platforms. Fans are eager to engage with hosts across video content, live events, and social media, enriching their connection with the hosts they admire.
This omnichannel engagement translates to action: the report reveals that 88% of listeners take action after seeing or hearing brands promoted in podcast-first campaigns that extend beyond audio, with nearly half making a purchase.
For advertisers, podcast campaigns that span multiple platforms allow for meaningful engagement. Brands that prioritize podcasts in their omnichannel strategies tap into this podcast-driven ecosystem, where a brand presence on one platform reinforces interactions on others.
As listeners engage with hosts across video, social media, and live events, the trust built through the original podcast experience remains strong.
A New Era of Influence in Advertising
In an era where consumers demand authenticity and genuine connection, podcast advertising presents a unique way to engage audiences. Unlike traditional ads, podcast ads feel like part of a natural conversation, creating a form of influencer marketing that feels authentic and intentional.
For advertisers, podcasts offer a way to reach audiences seeking trusted recommendations and content that truly resonates.
„For the marketers reading this (that’s you), take note — the reach, engagement and opportunity in podcasts is bigger than ever. Creators are ready to monetize across all their platforms through omnichannel campaigns, and audiences continue to be receptive to brands investing in this space. By teaming up with the right partner (that’s Acast) and reaching the right audience, it’s your chance to build trust, spark action, and get your brand heard where it matters most.” – Greg Glenday, Acast’s Chief Business Officer
Podcast Advertising’s Expansive Potential
Acast’s Podcast Pulse report illustrates how podcasts have become an influential medium in the advertising landscape. With audiences actively curating their content, tuning in to niche interests, and following hosts across platforms, podcasting offers a distinct advantage in building deep, trust-based relationships with listeners.
By leveraging the multiverse of podcasts, engaging with genuine influence, and connecting with fans beyond the podcast, brands can capitalise on the powerful reach and engagement unique to podcasts.
Advertiser Takeaways for Success in the Podcast Multiverse
- Leverage the Long Tail: Smaller, niche podcasts have high engagement and ad receptivity, offering valuable audiences for brands. Tapping into these shows helps brands reach incremental, hard-to-access audiences.
- Audience-First Targeting: Targeting tools allow advertisers to reach audiences based on categories, demographics, and interests, finding the perfect listeners for their campaigns.
- Tailored Creative Content: Since podcasts foster a close-knit community, brands should carefully consider the context in which their ads will appear. Ads that are attuned to the subject matter demonstrate to listeners that the brand truly “gets it,” making the content more engaging.
To learn more and access the full report, download Podcast Pulse and see how your brand can join the podcast revolution.
