Report Shows Audio Hosts Emerging As Creator Economy’s Most Trusted Influencers.

Audio hosts are emerging as key players in the creator economy, according to a new report from Audacy.

“Social media influencers may have invented the follow, but radio and podcast hosts invented — and perfected — the relationship,” the company said in its latest Insights piece.

Audacy said radio and podcast personalities have been cultivating loyalty, building communities and inspiring action long before the term “creator economy” became popular. These audio creators, ranging from morning show hosts to podcasters, are now central to modern influencer marketing.

“Today’s audio talent is everywhere: anchoring radio shows, launching hit podcasts, engaging fans on social, and showing up at live events,” the company said. “And audiences aren’t just listening — they’re engaging intentionally. While social feeds scroll by in seconds, audio is chosen time. Listeners come for the connection — it’s their number one reason for tuning in.”

Audacy said this connection has helped fuel a “powerful new form of influencer marketing built on trust, not transaction.” According to the company, “Audio creator revenues have more than doubled since 2020, as brands discover that a trusted voice can drive awareness, action, and advocacy all at once. When fans feel that their favorite host genuinely loves a product, that belief transfers — creating loyalty by association. In fact, 44% feel a stronger connection to a brand when they hear it endorsed by their favorite Audio creator.”

Authenticity, passion and trust are key to successful collaborations, Audacy said.

“Working with an audio creator isn’t just another media buy — it’s a partnership,” the company said. “To get the most out of it, advertisers should lean into what makes the medium so powerful: authenticity, collaboration, and consistency… The best Audio creators aren’t content to simply read ads. They bring their own personalities into play as they protect and nurture the relationship they’ve built with listeners — and with brands.”

Audacy outlined several strategies for advertisers working with audio talent:

• Let creators create: “Give your partners the freedom to sound like themselves. Audiences can tell when something’s scripted — and they respond best when hosts bring their own voice, humor, and perspective to a message. Hand over the mic and trust their instincts.”

• Play the long game: “One-and-done doesn’t build trust. Relationships do. Longer-term partnerships create a sense of continuity and credibility that one-off ads can’t replicate — and they drive stronger ROI over time.”

• Let passion lead: “Creators know what resonates with their audience. When a host connects your product to their passion, the endorsement feels effortless and real.”

• Cash in on collaboration: “The best ads don’t sound like ads. Work with hosts to co-create ideas and activations that feel organic to their show.”

• Mix depth with scale: “Host reads deliver unmatched authenticity but pairing them with network or producer reads ensures you reach both heart and scale. It’s the best of both worlds: deep connection and broad reach.”

Ultimately, Audacy said, the success of audio-driven campaigns comes down to trust.

“Fans support the brands that support their favorite shows — that’s the halo effect in action,” the company said. “Audio creators are building real, loyal communities, and when brands step into that space with respect and creativity, they’re rewarded with attention, advocacy, and action.”