Acast Podcast Pulse 2025: How Podcasters Are Redefining Influence & Advertising Impact
In an era where audiences are increasingly sceptical of traditional advertising and fatigued by influencer culture, podcast creators have emerged as the new architects of digital trust. According to Acast’s newly released Podcast Pulse 2025 report, podcasters are revolutionising the meaning of influence — shifting power away from short-term virality and toward deep audience connection, cultural resonance, and measurable advertiser ROI.
Drawing on research conducted by Differentology across nine leading podcast markets — including the UK, US, and Australia — the report surveyed more than 2,500 active podcast listeners to uncover how listeners interact with podcasts, how creators cultivate loyalty, and how advertisers can harness this shifting media behaviour.
The conclusion is clear: Podcasting is not just media — it is a trusted, intimate, action-driving communication force.
Traditional influencers often rely on visibility, popularity metrics, and short-form engagement. In contrast, the report reveals that podcast influence stems from:
Deep emotional connection
Active “lean-in” listening
Authentic storytelling
Unfiltered conversation
Long-form trust building
Unlike the fleeting nature of social scroll culture, podcast audiences consciously choose to listen — often dedicating 30 minutes to hours per episode. This creates a level of trust unmatched in digital media.
84% of listeners say a podcaster has changed their mind on an issue 79% listen because the format feels personal, warm, and conversational
Even more striking, three-quarters of listeners don’t consider podcasters “influencers” — perhaps the biggest compliment to this medium. They are seen instead as trusted commentators and cultural interpreters.
Podcasters Rival Journalists in Credibility
When it comes to purchase influence and credibility, podcasts now compete directly with traditional media:
Podcasters & journalists both score 33% in trust-based influence
Higher than YouTubers, TikTok stars, celebrities, and mainstream influencers
This shift reflects a world where people are hungry for nuance, context, and real voices — not algorithm-driven hype.
The Multi-Platform Fandom Model: Audio First, Everywhere Second
Podcast creators are no longer defined by a single platform — but surprisingly, audio remains their core power source.
Key Fan Behaviour Insights
59% follow podcast hosts on social platforms
60% listen to hosts when they appear elsewhere
55% say the deepest connection comes from audio
Meanwhile:
40% primarily listen but occasionally watch video content
Only 17% prefer video-only podcast consumption
This means video adds reach — but audio builds fan loyalty.
Creators Command Massive Cross-Channel Audiences
Acast creators collectively reach:
2.6+ billion followers across social media platforms
Despite their digital footprint, listeners consistently point to audio as the emotional anchor.
In a world obsessed with TikTok virality, podcasts prove that sustained listening beats passive views.
Podcasts as Cultural Drivers: Depth Over Noise
Podcast listeners aren’t passive — they are intellectually engaged cultural participants.
Podcasts Shape Opinion and Spark Action
72% of daily listeners believe podcasts shape culture and ongoing conversations
67% have made a purchase based on a podcast host recommendation
Instead of fast-paced, anxiety-inducing content churn, podcasts offer depth, nuance, and understanding — especially for younger audiences:
Age Group
Prefer Podcasts for Complex Topics
18–24
58%
25–34
62%
35–44
60%
The podcast audience skews highly curious, informed, and motivated, making it one of the most valuable demographics for brands.
The New Advertising Frontier: Authentic, Memorable & Action-Driven
Unlike traditional ads, podcast advertising feels personal, contextually relevant, and organically embedded in content.
Listener Perception of Podcast Ads
Feature
Percentage
Pay attention to podcast ads
60%
Authentic
45%
Memorable
44%
Relevant
43%
These numbers outperform YouTube, social media, and display ads.
Hands-Down the Best Conversion Rates
One of the most compelling findings:
85% of daily listeners take action after hearing a podcast ad
Actions include:
Researching a brand
Visiting a website
Making a purchase
Following on social channels
In advertising terms, this is gold-standard performance.
Brand Efficiency: Less Noise, Higher Results
Podcast ads require fewer impressions to convert than other platforms — making them cost-effective and time-efficient.
With rising ad prices across social media, podcasts offer:
Better averaging CPA (cost per acquisition)
Higher long-term retention
Stronger brand recall
A more trusting consumer mindset
Put simply: Brands get more impact per dollar.
Industry Insight: Acast CEO Greg Glenday on the Future of Audio
Acast CEO Greg Glenday summarises the report’s tone:
“Podcasting in 2025 and beyond isn’t about how many people you reach — it’s about how deeply you resonate. Podcasters are now the authority for cultural moments and commercial decisions. If advertisers want quality connection, podcasting must sit at the centre of media strategy.”
This echoes a global trend: trust is the new currency of influence — and podcasters are the premier custodians.
Why Audiences Trust Podcasts More Than Social Media
Key psychological drivers behind podcast trust:
1. Intimacy
Listening through headphones creates a direct emotional connection with hosts.
2. Consistency
Episodes release regularly, forming daily or weekly rituals.
3. Long-form depth
Complex ideas can be explained, not simplified.
4. Authenticity
Podcasters sound like humans — not brands.
5. Community
Listeners feel part of a shared identity.
These factors build a loyal, informed, and action-oriented audience.
What This Means for Content Creators
To succeed in 2025’s creator economy, podcasters must:
✅ Prioritize audio storytelling ✅ Cultivate emotional bonds ✅ Show vulnerability, honesty, and personality ✅ Build multi-platform ecosystems (but lead with audio) ✅ Maintain brand integrity ✅ Deliver value over virality
Podcasting is the flagship medium — socials are the support act.
What It Means for Advertisers & Brands
Podcast advertising now sits in the premium strategy bracket, alongside:
Documentary integrations
Live experiential marketing
Long-form branded storytelling
Brands who treat podcasting as secondary to social media risk losing trust, attention, and ROI.
The future is clear: advertise where people listen deeply, not scroll mindlessly.
Acast Podcast Pulse 2025: Key Takeaways
Insight
Meaning
Podcasters are the most trusted modern media figures
Trust beats fame
Audio is the strongest loyalty channel
Video supports, audio bonds
Podcast listeners take action
Ideal advertising audience
Young audiences prefer podcasts for learning
Audio is Gen-Z’s thinking space
Authenticity > Algorithms
Resonance over virality
Final Word: Podcasting Is the Future of Cultural Influence
Acast’s Podcast Pulse 2025 confirms what audiences have been feeling for years: Podcasting is not a trend, not a substitute, and not an add-on.
It is the heart of the new influence economy.
Brands who want loyalty, creators who want longevity, and audiences who want real conversation all converge here — in the world of audio.
