Podcast Ads Drive 67% of Purchase Decisions
▼ Summary
– 67% of global podcast listeners have made a purchase based on a podcast recommendation, yet 75% do not consider podcasters to be influencers.
– Podcasters build trust through genuine connections, with 84% of listeners reporting that a podcaster has changed their mind about a belief.
– Podcast hosts are as credible as journalists (33%) for purchase decisions, ranking higher than YouTubers, social media influencers, and celebrities.
– Listeners prefer the podcast audio feed (55%) over social media (15%) for building the strongest connection with creators.
– Podcast ads are viewed as more authentic (45%), memorable (44%), and relevant (43%) compared to other advertising formats.
A significant new study reveals that podcast advertising directly influences purchase decisions for a majority of listeners, with 67% of global podcast audiences confirming they have bought a product based on a podcast host’s recommendation. This compelling statistic raises an important question about the unique role podcast creators play in the modern media landscape.
Interestingly, the “Podcast Pulse 2025” report from Acast indicates that three-quarters of listeners do not classify podcasters as traditional influencers. The distinction appears to lie in the nature of the relationship. Podcast hosts cultivate audience trust through authentic and meaningful engagement, a dynamic that transcends simple follower counts. This powerful connection is evident in the finding that 84% of listeners report that a podcaster has altered a long-held belief or opinion.
Greg Glenday, Acast’s CEO, proposes the term “narrative influencer” to describe this phenomenon. He suggests that the podcast format allows for deeper, more thoughtful storytelling. “It’s not about shouting that a product has launched,” Glenday explained. “It’s about having a longer discussion and unpacking a story, which remains profoundly influential.”
Survey data confirms this listener appetite for in-depth content. When seeking a comprehensive understanding of a subject, podcasts are the preferred medium for a majority of younger and middle-aged adults, including 58% of 18-24 year-olds, 62% of 25-34 year-olds, and 60% of 35-44 year-olds.
The credibility of podcast hosts is another key finding. When evaluating a potential purchase, listeners now place podcast hosts on par with journalists (33% for both), ranking them higher than YouTubers (31%), social media influencers (28%), and celebrities (25%). While nearly half of podcast creators actively interact with fans on social platforms, the primary medium for building strong connections remains the audio feed itself. A decisive 55% of listeners say the audio podcast creates the deepest relationship, far surpassing social media at just 15%.
Consumption habits also highlight the dominance of audio. Forty percent of those surveyed primarily listen to podcasts, occasionally watching video versions, while 27% consume both formats equally. Only 17% watch video podcasts exclusively.
The study also sheds light on podcast advertising effectiveness. Listeners perceive podcast ads as more authentic (45%), more memorable (44%), and more relevant to their personal interests (43%) compared to other ad formats.
For years, the media industry has prioritized scale, measured in impressions and page views. However, the Acast report tells a different story, one centered on audience resonance and passion. Glenday acknowledges that selling based on resonance is more challenging, but his team is focused on aggregating these engaged audiences, a relatively new approach for the podcasting sector.
“We take all the complaints advertisers have, and that becomes our technology roadmap,” he stated. On the topic of scale, Glenday noted its commoditization, saying, “Anybody can get scale. A media buyer can secure a million impressions on their phone during the commute home.”
The comprehensive Acast report is based on research conducted by Differentology, surveying over 2,500 podcast listeners across nine international markets, including the United States, United Kingdom, Australia, Canada, France, Germany, Mexico, Norway, and Sweden.
(Source: MarTech)
