Podcasts Transform the Creator Economy: Rise of Voice-First Influencers in 2025
Podcasts have evolved far beyond casual entertainment—they are now reshaping the entire creator economy, according to Audacy’s latest State of Audio report. The study identifies podcasters and audio creators as the new “voice-first influencers,” whose authenticity and direct connection with audiences are changing the way brands approach marketing.
In today’s digital landscape, where attention is fleeting, podcasts are proving that voice matters more than ever.
The Audacy report highlights some striking trends:
Audio creator revenues have more than doubled since 2020, showing explosive growth for podcast hosts, radio personalities, and independent creators.
Hosts are trusted messengers, and audiences act on their recommendations more consistently than on traditional digital ads.
Podcasts now serve as the “heartbeat of the creator economy,” creating deep bonds between hosts and their audiences.
Jenny Nelson, CMO of Audacy, explains:
“Your favorite sports announcers, morning show hosts, and podcasters are fielding the future of influencer marketing one mic at a time. That’s the creator effect: authentic, influential, and impossible to ignore.”
Why Podcast Ads Work Better
Podcast advertising thrives on trust. The report shows:
Nearly 60% of listeners trust ads more when read by the host.
95% of listeners take action after hearing an ad—whether researching a product, making a purchase, or recommending it to others.
Why this works: Podcast listeners choose the content they consume, meaning they are engaged and intentional. Unlike passive consumption on social media, podcasts create a personal connection between host and listener.
Audacy’s takeaway for advertisers:
“Give creators the mic and let them do what they do best — connect.”
Small and Mid-Tier Podcasts Are Winning
While blockbuster shows dominate headlines, smaller niche podcasts often outperform larger ones in driving conversions:
Podscribe data shows that podcasts with under 750,000 monthly impressions have higher conversion rates.
This demonstrates a “niche over noise” effect, where intimacy with listeners matters more than sheer reach.
Leah Reis-Dennis, Head of Podcasts at Audacy, emphasizes:
“The more niche and the deeper you get, the more of a cult following you often develop. That connection performs.”
A prime example: Reality Gays. While not the largest podcast, its audience engages daily, building a loyal community that interacts with sponsors’ brands consistently.
Advertisers Taking Note: Niche is the Future
Audio-focused ad agencies are adjusting their strategies to leverage this trend:
Teresa Elliott, CRO of ARM, points out that brands are seeking smaller, highly engaged audiences:
“We absolutely believe in the power of niche — and we’ve seen the results.”
This signals a shift away from prioritizing only top-chart podcasts toward strategically targeting loyal listener communities.
The Audio Multiverse: Beyond the Mic
Podcasts are no longer just audio experiences—they’re evolving into a hybrid multimedia ecosystem:
42% of listeners now prefer podcasts with video components, offering new opportunities for in-studio placements and visual branding.
Audiences follow hosts across platforms: social media, live shows, book launches, merchandise, and real-life events.
Edison Research indicates 48% of listeners feel more engaged when they see and hear hosts across multiple channels.
The takeaway: Successful podcasts integrate multi-platform engagement to deepen audience loyalty and increase brand impact.
The Evolution of Podcast Advertising
Audacy emphasizes that authenticity is the currency of podcast ads. Successful campaigns share these traits:
Host-read ads maintain trust and credibility.
Immersive formats like cinematic sound, video units, and branded segments enhance storytelling.
Creative freedom for hosts ensures that ads feel genuine and resonate with audiences.
“Let creators be themselves. The partnerships that win big are the ones where hosts get to be authentic — adding personality to a read or cooking up a custom activation,” Audacy advises.
The Future of “Voice-First Influencers”
Podcasts are not just a medium—they are a movement within the creator economy:
Hosts become influencers whose voice drives conversions and builds community.
Brands leverage authenticity, trusting creators to convey their message naturally.
Niche audiences thrive, proving that engagement outweighs mass reach.
As audio continues to expand, the line between content, commerce, and community blurs, making podcasts a cornerstone of modern marketing strategies.
Key Takeaways for Creators and Advertisers
Authenticity Wins: Audiences trust genuine hosts over scripted ads.
