Audio Creators Expand Across Platforms As Fans Follow Their Favorite Voices.

Audiences are increasingly following their favorite podcast and radio personalities across multiple platforms, creating what some in the industry describe as an emerging “audio multiverse,” according to an Audacy Insights blog post.

“The Sports Junkies” morning show on Audacy’s own sports “106.7 The Fan” WJFK-FM is but one example of creators extending their reach beyond traditional audio channels. Yes, it’s a radio show — but it also spans radio, podcasts, television and consumer products.

It’s a growing trend, Audacy says, with many shows operating 360-degree franchises that also include social content, live events, merchandise and books. “That’s not a show — that’s a universe,” Audacy says.

Behind the trend are listeners who are prioritizing creators over the platforms where they consume content, whether that’s traditional radio, Apple Podcasts, YouTube or TikTok. “We’re not just choosing shows; we’re choosing voices we trust, storytellers we obsess over, personalities we keep in our daily rotation,” Audacy says.

As creators distribute content across more formats, their audiences are sticking with them, giving advertisers new ways to reach engaged fans. The growth of video in podcasting is helping fuel that shift. Audacy noted that fans increasingly expect visual elements with their favorite shows and that “there’s a reason you hear people say, ‘You have to watch this podcast.’”

While Audacy says it remains “audio-first,” it is nonetheless embracing hybrid production models that pair voices with visual content. Such formats create new advertising avenues, including in-studio branding, product placement, live-stream sponsorships and social video clips. According to Audacy, 42% of listeners prefer podcasts that include a video component. Nearly half (48%) report feeling more connected to hosts they encounter outside traditional programming, the company says, citing internal data.

Audacy says the expansion of creator-led ecosystems offers advertisers a broader path to reach loyal fans across platforms. “The creator effect is real,” the company says, “and it’s rewiring how influence is built and how brands break through.”