Podcasts Power The Creator Economy As “Voice-First Influencers” Rise, Report Says.

Podcasts aren’t just a growing medium—they’re reshaping the entire creator economy, according to Audacy’s latest “State of Audio” report. The study paints a picture of podcasting as one of the most trusted and effective platforms for advertisers, with creators emerging as the “voice-first influencers” leading the next phase of digital marketing.

“Audio creator revenues have more than doubled since 2020. Your favorite sports announcers, morning show hosts, and podcasters are fielding the future of influencer marketing one mic at a time,” Audacy CMO Jenny Nelson says. “That’s the creator effect. authentic, influential, and impossible to ignore.”

Audacy says podcasts have become the “heartbeat of the creator economy,” powered by hosts whose authenticity drives listener trust. Nearly six in ten podcast fans say they trust ads more when read by the host, and 95% report taking some form of action after hearing a podcast ad—whether recommending a product, seeking more information, or making a purchase.

The report proposes that that is a result of the fact that podcast listeners choose their shows, and that intentional listening makes the bond between host and audience deeper than in most other media channels. “Because listeners know sponsors keep their favorite pods running, they’re more likely to welcome brands right into that relationship,” it says, adding that for advertisers, the secret is simple. “Give creators the mic and let them do what they do best — connect,” it says.

While blockbuster podcasts grab headlines, the report also points out that smaller and mid-tier shows often outperform them in driving conversions. Data from Podscribe’s benchmark report shows conversion rates peaking among podcasts with under 750,000 monthly impressions, reflecting a “niche over noise” trend. 

“Small creators equal bigger impact,” the report concludes. Leah Reis-Dennis, Head of Podcasts at Audacy, said: “The more niche and the deeper you get, the more of a cult following you develop. That connection performs.”

“The more niche and the deeper you get, the more of a cult following you often develop,” said Leah Reis-Dennis, Head of Podcasts at Audacy. She points to the “Reality Gays” as a good example of how that can play out. While the show may not have the biggest unique listener numbers, data suggests many tune in on a daily basis. “They feel like they’re all friends, and you don’t get that with the large transient audiences. And in terms of our relationship with brands —that connection performs,” Reis-Dennis says in the report.

Some ad buyers are getting the message. ARM Chief Revenue Officer Teresa Elliott says in the report that their audio-focused ad agency is looking for opportunities to go beyond the top of the charts to find new opportunities that will give their clients a leg up. We absolutely believe in the power of niche — and we’ve seen the results,” she says.

The report also highlights a hybrid “audio multiverse,” where listeners follow their favorite hosts across platforms to social clips, live shows, book launches, merch drops, and in real-life events. Forty-two percent of listeners now prefer podcasts with a video component, creating new opportunities for brands through in-studio placements and visual activations. 

Data from Edison Research shows nearly half (48%) of listeners feel more engaged with hosts they see and hear beyond the episode. “Fans want their favorite hosts everywhere — on the mic and on screen,” the report says.

Beyond host reads, Audacy notes a growing wave of immersive formats — cinematic sound-designed ads, video podcast units, and branded segments integrated into storytelling. Authenticity also remains the currency of podcast advertising. The report emphasizes that the most successful partnerships come when brands give creators freedom.

“Let creators be themselves,” Audacy advises. “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.”