{"id":10532,"date":"2025-11-04T16:39:36","date_gmt":"2025-11-04T22:39:36","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=10532"},"modified":"2025-11-04T16:39:36","modified_gmt":"2025-11-04T22:39:36","slug":"two-thirds-of-listeners-say-podcasts-recommendations-drive-purchase-decisions","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=10532","title":{"rendered":"Two-thirds of listeners say podcasts recommendations drive purchase decisions"},"content":{"rendered":"
\"A<\/div>\n

A new study found 67 percent of global podcast listeners say they\u2019ve made a purchase directly because of a recommendation from a podcast, which begs the question: Are podcasters influencers?<\/p>\n

The study, \u201cPodcast Pulse 2025<\/a>,\u201d (no registration required) from podcast monetization platform Acast, found 75% of podcast listeners don\u2019t consider podcasters to be influencers. But it also found that, unlike traditional influencers, podcasters earn audience trust through genuine, meaningful connection \u2014 a dynamic that goes far beyond reach. For example, the study found 84% of listeners say a podcaster has changed their mind about something they once believed.<\/p>\n

Greg Glenday, CEO at Acast, likes the term \u201cnarrative influencer\u201d to describe podcasts\u2019 position in the market.<\/p>\n

\u201cIf you want to take longer and unpack a story, it\u2019s still influential, but it\u2019s not shouting at you because the product has launched. It\u2019s like, \u2018Let\u2019s talk about it. Let\u2019s have that longer discussion,\u2019\u201d Glenday told MarTech.<\/p>\n

Data from the survey demonstrates this desire among listeners to dig deep. Podcasts are the first choice for listeners who want to understand a topic in depth, including 58% of 18\u201324-year-olds, 62% of 25\u201334-year-olds and 60% of 35\u201344-year-olds, the report found.<\/p>\n

When podcast listeners are considering a purchase, the study found podcast hosts now rank alongside journalists in credibility (33%), placing them ahead of YouTubers (31%), social media influencers (28%) and celebrities (25%).<\/p>\n

While podcast creators are active where their fans are \u2014 46% spend time actively interacting with fans on social media platforms \u2014 audio remains the medium where they build their strongest connection. Listeners rank the podcast audio feed (55%) significantly higher than social media (15%) for forging the deepest relationship.<\/p>\n

Forty percent of listeners surveyed said they mostly listen to podcasts but sometimes watch them, while 27 percent listen and watch both audio and video versions. Only 17 percent<\/strong> consume video podcasts exclusively.<\/p>\n

Dig deeper: 3 reasons your paid social\u00a0ads\u00a0aren\u2019t converting (and how to fix them)<\/a><\/em><\/strong><\/p>\n

Podcast advertising: Scale vs. resonance<\/h2>\n

Podcast listeners view podcast ads as more authentic (45%), more memorable (44%) and more relevant to interests (43%).<\/p>\n

Much of the data in the Acast report tells a story of resonance and passion among the podcast audience, but for years the media business operated mainly on scale \u2014 viewers, impressions, page views and more. Resonance is harder to sell. Still, Glenday and his team are working on aggregating audiences, which is something relatively new to the podcast space.<\/p>\n

\u201cWe take all of these complaints advertisers have, and that becomes our tech roadmap,\u201d he said.<\/p>\n

As for scale: \u201cAnybody can get scale. A media buyer\u2026 he or she can get 1 million impressions and book it on their phone on the way home,\u201d Glenday said.<\/p>\n

The Acast report is based on research conducted by Differentology of more than 2,500 podcast listeners across nine markets: the United States, United Kingdom, Australia, Canada, France, Germany, Mexico, Norway and Sweden.<\/p>\n

<\/p>\n

\n
\n
\n

Fuel up with free marketing insights.<\/p>\n<\/div>\n

\n

Email:<\/p>\n<\/div>\n

\n
<\/div>\n<\/div>\n
\n

See terms.<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

<\/p>\n

The post Two-thirds of listeners say podcasts recommendations drive purchase decisions<\/a> appeared first on MarTech<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"

A new study found 67 percent of global podcast listeners say they\u2019ve made a purchase directly because of a recommendation from a podcast, which begs the question: Are podcasters influencers? The study, \u201cPodcast Pulse 2025,\u201d (no registration required) from podcast monetization platform Acast, found 75% of podcast listeners don\u2019t consider podcasters to be influencers. But … <\/p>\n

Read more “Two-thirds of listeners say podcasts recommendations drive purchase decisions”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10532","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"featured_media_urls":{"thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/podcast-listener-800x450.png",0,0,false],"medium":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/podcast-listener-800x450.png",0,0,false],"medium_large":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/podcast-listener-800x450.png",0,0,false],"large":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/podcast-listener-800x450.png",0,0,false],"1536x1536":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/podcast-listener-800x450.png",0,0,false],"2048x2048":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/podcast-listener-800x450.png",0,0,false],"inspiro-featured-image":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/podcast-listener-800x450.png",0,0,false],"inspiro-loop":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/podcast-listener-800x450.png",0,0,false],"inspiro-loop@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/podcast-listener-800x450.png",0,0,false],"portfolio_item-thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/podcast-listener-800x450.png",0,0,false],"portfolio_item-thumbnail@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/podcast-listener-800x450.png",0,0,false],"portfolio_item-masonry":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/podcast-listener-800x450.png",0,0,false],"portfolio_item-masonry@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/podcast-listener-800x450.png",0,0,false],"portfolio_item-thumbnail_cinema":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/podcast-listener-800x450.png",0,0,false],"portfolio_item-thumbnail_portrait":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/podcast-listener-800x450.png",0,0,false],"portfolio_item-thumbnail_portrait@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/podcast-listener-800x450.png",0,0,false],"portfolio_item-thumbnail_square":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/podcast-listener-800x450.png",0,0,false]},"_links":{"self":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10532","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=10532"}],"version-history":[{"count":0,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10532\/revisions"}],"wp:attachment":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10532"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=10532"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=10532"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}