Acast has released its Podcast Pulse 2025 report, revealing how podcast creators are transforming the meaning of influence in today’s media landscape.
The findings show that podcasting’s power lies in resonance – a deep, chosen connection between creators and listeners that positions podcasters as the most trusted and commercially effective voices in modern media.
Based on research by Differentology across nine global markets including the UK, USA, and Australia, the study surveyed more than 2,500 listeners.
It identifies four ways podcasts are reshaping influence: through creators’ unique audience resonance, multi-platform fandoms, cultural impact, and brand marketing effectiveness.
Creators’ unique resonance with audiences
Unlike traditional influencers, podcasters build genuine trust through personal, “lean-in” engagement.
Eighty-four per cent of listeners say a podcaster has changed their mind about something, despite three-quarters not viewing podcasters as influencers.
Seventy-nine per cent choose podcasts because they feel personal and conversational, while trust in podcast hosts now rivals that of journalists, with both ranking at 33 per cent credibility when influencing purchase decisions, ahead of YouTubers, social media influencers, and celebrities.
Podcasts also rank highest for being perceived as authentic and unbiased, cementing hosts as true thought leaders in their fields.
Multi-platform fandoms anchored by audio
Acast’s creators collectively command over 2.6 billion social followers, but audio remains their core foundation of influence.
Fifty-nine per cent of listeners follow their favourite hosts on social media, and 60 per cent tune into them as guests on other shows, yet 55 per cent say the podcast audio feed is where they form the deepest bond.
While 40 per cent of audiences mainly listen but occasionally watch video versions, only 17 per cent consume video exclusively, proving that audio continues to drive the strongest connection.
Podcasts at the heart of culture
Seventy-two per cent of daily listeners say podcasts shape cultural conversation, with audiences turning to the medium for depth and understanding.
When exploring complex topics, podcasts are the preferred choice for 58 per cent of 18–24-year-olds, 62 per cent of 25–34-year-olds, and 60 per cent of 35–44-year-olds.
The influence also converts into action: 67 per cent of global podcast listeners have made a purchase directly because of a host recommendation.
Creator-led marketing that delivers results
Podcast advertising is proving highly effective, with 60 per cent of consumers paying attention to podcast ads, compared with 50 per cent for YouTube.
Listeners describe these ads as more authentic (45 per cent), memorable (44 per cent), and relevant (43 per cent).
The report also highlights efficiency as fewer exposures are needed before listeners consider a brand compared with other platforms, and high conversion rates, with 85 per cent of daily listeners taking brand-related action after hearing a podcast ad.
Greg Glenday, CEO at Acast, said: “The story of podcasting in 2025 and beyond is not about how many people you reach, but how deeply you resonate.
“Podcasters have earned such trust that they’re now the primary authority for cultural moments and commercial decisions.
“For advertisers, it’s about quality of connection – podcasting should sit at the heart of every media strategy.”
The report emphasises that while video and social content extend reach, the podcast audio feed remains the source of authentic trust and listener attention.
Podcast Pulse 2025 positions podcasting as an essential, high-value channel for advertisers seeking measurable return on investment through genuine resonance and cultural impact.
To read the full report, go to podcastpulse2025.com.
