Acast Study Finds Trust And Attention Drive Podcasting’s Impact In 2025.

Podcasting’s unique mix of attention, trust, and authenticity continues to set it apart from other media, according to Acast’s latest Podcast Pulse 2025 report. The global study — spanning listeners, creators, and marketers across 10 countries — concludes that podcasting’s power lies less in the size of its audience and more in the depth of its connection. Acast calls this dynamic “resonance” — or what happens when attention meets trust.

“It’s no longer about how many people you can reach; it’s about how deeply you can move them. That’s resonance,” CEO Greg Glenday says in the report. “In an era of endless-scroll algorithms and recycled content, podcasting offers something curated and fresh. Podcasters aren’t echoing what’s already been said — they’re sparking new ideas, leading the discourse, and defining cultural moments.”

The report finds that two out of three global consumers now listen to podcasts monthly, a reach on par with major digital platforms. Among daily listeners, 70% say their favorite podcasts are a highlight of their day. But what sets podcasts apart is focus. No other medium commands more active attention. Roughly 70% of global podcast listeners say they are fully focused while listening.

“Because their audiences choose to listen, their attention is focused,” Glenday says. “Recommendations from hosts are highly credible, and this connection creates lasting impact that fleeting impressions can’t deliver. Podcasting’s reach has weight.”

Video podcasting has also worked to expand the medium’s reach. Acast finds video podcasting extends reach by an additional 39%. But it says audio remains the core engine of engagement. Nearly eight in ten listeners (79%) describe podcast listening as feeling like a “one-to-one conversation” — ahead of YouTube (73%), TikTok (70%), or Facebook and Instagram creators (64%).

“We know as podcasting has also evolved, with creators’ relationships expanding beyond audio — turning episodes into video, live events, subscriptions, social content, and merchandise,” Glenday says. “These creator ecosystems allow brands to meet audiences wherever they are, deepening engagement and recall.”

Redefining Influence

In the Acast study, 84% of weekly listeners say they do not consider podcasters to be “influencers.” Yet paradoxically, they are among the most influential media figures in consumers’ lives: Three-quarters say a podcaster has changed their mind about something they once believed, showing how deep trust drives behavioral impact.

When asked what qualities make a creator trustworthy, podcast listeners consistently rank “authentic,” “honest,” “genuine,” and “knowledgeable” as top traits. Podcasts ranked No. 1 across all media in each of these categories.

Acast reports that podcasters now rival journalists in credibility. One-third of global consumers (33%) say they trust product recommendations from podcasters — equal to journalists and significantly higher than YouTubers (31%), social influencers (28%), or celebrities (25%). That credibility translates directly into commercial action.

• 70% of listeners say a host recommendation has made them consider a brand they had never heard of before.

• 67% say they’ve discovered new brands or products through podcasts that they now view positively.

• 64% trust podcast hosts to give genuine endorsements.

• 49% say podcasts have changed the way they think about certain brands.

In terms of hard behavior, 58% of global podcast listeners report making a purchase directly because of a podcast recommendation, and 85% of daily podcast audiences have taken some form of brand-related action after hearing a podcast ad — from visiting a brand’s website to following it on social media.

Crucially, the report says listeners require five times fewer ad exposures to take a brand seriously compared with social or video channels — meaning each impression “works harder” for advertisers.

The report also examines the “human advantage” in an era of AI-generated media. Consumers are almost three times more likely to see human-created content as trendsetting compared with AI output, and podcasters themselves express strong concern that synthetic content could erode the listener bond.

“For brands, podcast partnerships aren’t about trophy names,” Glenday says. “In a media landscape where trust and connection are the most valuable currency a brand can trade with, podcasters are at the heart of a creator economy. It’s here that brands can tap into genuine influence — at scale and with measurable results.”

The 2025 edition of Podcast Pulse is based on three separate studies, including a global consumer survey of 2,600 people across 10 markets; a podcaster study of 137 Acast creators; and a marketer study with 200 ad professionals. Download the full report HERE.