At Podcast Movement DC, CoHost and Sounds Profitable unveiled their latest report: “The Impact of Branded Podcasts Report” and shared the insights as a part of Quill and CoHost’s Podcast Mastery Track. 

With insights sourced directly from brands, the report equips marketers with the latest insights into:

• The tangible benefits of branded podcasts
• Where podcasts outperform other mediums 
• Podcast budgets and future investment plans
• The challenges faced by brands with a podcast

For those who weren’t able to join in on the action at Podcast Movement, we put together our top 8 takeaways from the report that will help marketers better inform their podcast strategy. 

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1. Before launching a podcast, most brands have thought leadership top of mind

The report reveals that thought leadership remains a key priority for brands launching podcasts, with 76% of surveyed brands aiming to establish authority and expertise. This is followed closely by brand positioning, with 64% focused on shaping public perception, and 60% seeking to increase reach by expanding their audience.

For marketers, this underscores the strategic importance of branded podcasts—not only as a marketing channel but also as a powerful tool for driving meaningful engagement, building authority, and fostering deeper connections with audiences.

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2. After launching a podcast, thought leadership and lead generation are the largest benefits for brands

While many brands initially view podcasts as tools for thought leadership and brand positioning, most uncovered a powerful additional benefit after launch: lead generation. 

Before launching, only 28% of brands anticipated this outcome, but post-launch, a significant 72% identified lead generation as a major advantage. This shift highlights how podcasts can not only establish authority and engage audiences but also become vital tools for nurturing and converting leads. 

For marketers, this means podcasts can drive business growth beyond traditional branding efforts, impacting both audience engagement and business development.

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3. Branded podcasts are the premier channel for thought leadership

Nearly half of the surveyed brands (46%) see podcasts as a more effective tool for establishing authority compared to other marketing channels. This ties back to earlier data which shows that branded podcasts have emerged as the leading channel for thought leadership, with 76% of brands surveyed making it a priority within their audio strategies. 

This reinforces the unique value of podcasts in helping brands carve out a space as industry experts, thanks to their ability to deliver in-depth, engaging content that resonates with target audiences. For marketers looking to elevate their brand’s credibility and influence, incorporating podcasts into your strategy could be beneficial.

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4. Brands with podcasts face resourcing constraints 

One of the key insights from the report highlights a major challenge for brands in podcasting: resourcing constraints. 

A significant 58% of the brands we surveyed cited the large investment of time and effort as a primary hurdle. Especially for brands producing primarily in-house, podcasting demands careful planning and substantial internal resources. Especially when compared to other marketing tactics like blog posts, newsletters, and social media. 

For marketers, this means that before diving into podcasting, it’s crucial to assess whether your team has the capacity and resources to sustain a successful podcasting strategy.

If your team has the budget, we suggest working with a podcast agency to streamline the process from conception and scripting to marketing and distribution. On top of addressing resourcing challenges, full-service podcast agencies are also experts in podcast promotion, helping to alleviate the second largest challenge among brands – audience growth (52%).

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5. Brands are lacking strategic podcast marketing support 

Our new report highlights a significant gap in podcast marketing support, with 42% of brands feeling underserved in competitor research and overall marketing strategies. This reveals an unmet need for better tools and resources to help brands navigate the complexities of podcasting. 

Moreover, 38% of brands report a lack of robust measurement and analytics, underscoring the demand for more robust data solutions to track performance and ROI. For marketers, this presents a clear opportunity to explore new platforms and services that can fill these gaps, enabling brands to compete more effectively and accurately measure their show’s performance. 

Luckily, podcast analytics tools are getting better by the day to include in-depth metrics and audience insights creators have been looking for. To find the right podcast analytics platform for you, check out CoHost’s top list. 

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6. Social media is the main way brands in audio engage with their audience 

92% of brands rely on social media as their primary channel for engaging with podcast listeners, highlighting its critical role in fostering connection and building community. Additionally, 72% integrate their podcasts on their websites, while 64% use newsletters to nurture relationships beyond the podcast itself. 

These findings emphasize the power of a multi-channel strategy for maximizing listener engagement outside listening apps. However, despite these efforts, many brands still feel underserved in podcast marketing, underscoring the need for more innovative, tailored approaches to drive deeper connections and results.

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7. The majority of brands are increasing or maintaining their podcast investment 

The report reveals a growing trend: the majority of brands are either increasing or maintaining their podcast investments, signaling strong confidence in the medium. 

Notably, 52% of the brands surveyed allocate over $30,000 annually to podcasting, with 18% investing more than $100,000. This substantial financial commitment demonstrates that brands view podcasts as a critical component of their marketing strategies. With 64% planning to sustain or boost their budgets, it's clear that podcasting continues to be a trusted, effective tool for audience engagement and growth. 

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8. Brands are satisfied with the results of their podcasts 

90% of brands are overwhelmingly satisfied with the results of their podcasts. Notably, 52% of brands are very satisfied, while 38% report being somewhat satisfied, highlighting the effectiveness of podcasts in achieving and often surpassing marketing objectives. 

Only a small fraction of brands (4%) report dissatisfaction, reinforcing the value podcasts bring to brand strategies. This positive feedback spans brands working with podcast agencies, in-house teams, and freelancers, demonstrating the medium’s versatility and impact in driving results. For marketers, this insight signals a growing opportunity to leverage podcasts as a high-performing tool in their marketing mix.

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Key branded podcast statistics 

• 90% of brands are satisfied with the results of their podcasts
• 92% of brands rely on social media as their primary channel for engaging with podcast listeners
• 64% of brands plan to sustain or increase their podcast budgets in 2024
• 42% of brands feel underserved in competitor research and overall marketing strategies
• 46% of brands see podcasts as a more effective tool for establishing authority compared to other mediums
• 72% of brands report lead generation as a main benefit of their podcast post-launch
• 76% of brands cite thought leadership as a main goal of their podcast pre-launch 

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How does your branded podcast strategy stack up?

For brands just entering the audio world or on the fence about starting their series, it’s important to understand the real value podcasts bring to brands and their challenges. 

And for brands in podcasting, staying ahead of the audio curve is key to keeping your content relevant and your strategy performing. 

If you’re looking to learn more about how a branded podcast fits into your brand or level up your current podcast strategy, reach out to our team of audio experts.