In this study, Americans share their experience listening to podcasts and how branded podcasts influence their perception and engagement with the content. The data highlights how trust is a leading factor in branded podcasts.
Over half (56%) of Americans say the endorsement by the host of the podcast influences their trust in a product or service to some degree.
Just under half (42%) of Americans say they trust or somewhat trust information presented on podcasts compared to traditional forms of media.
Trust in podcasts sponsored by a brand is primarily driven by transparency or clear disclosure of sponsorship (54%).
44% of Americans say they have or have considered purchasing a product or service they heard about on a podcast.
Reveal what makes listeners trust branded podcasts
Explore the impact hosts have in branded podcasts
Uncover whether listeners are likely to purchase from brands in podcasts
Equip brands with insights to build podcast strategies
A branded podcast is a type of podcast that is created by a company or brand as a marketing and storytelling tool. The goal of a branded podcast is not explicitly focused on promoting or selling products or services.
Instead, it aims to create meaningful and valuable content that fosters a connection with listeners and builds brand affinity. By providing entertaining, informative, or thought-provoking content, the brand can engage with its audience in a more personal and intimate way compared to traditional advertising methods.
Branded podcasts have emerged as a crucial component of a robust marketing strategy for several compelling reasons.
Firstly, they provide an avenue for brands to establish thought leadership and expertise in their respective industries. By creating high-quality, informative, and engaging podcast content, brands can position themselves as trusted authorities and build credibility among their target audience. This helps to foster brand loyalty and increase customer trust, ultimately leading to long-term relationships and repeat business.
Moreover, branded podcasts offer a unique opportunity for brands to connect with their audience on a deeper, more personal level. Unlike traditional advertising methods, podcasts allow for a more intimate and conversational approach, where brands can share stories, insights, and experiences in a relatable and authentic manner. That is why podcasts generate up to 4.4x better brand recall than widely-used forms of digital advertising.
By leveraging this growing medium, brands can effectively differentiate themselves, build customer trust, and drive long-term business growth.
As of 2022, 62% of Americans have listened to a podcast in their lifetime and that number is only projected to increase. Valued at 25.85 billion in 2023, the podcasting industry is rapidly growing and has the potential to engage audiences that are largely inaccessible through other marketing channels or for an extended period. For instance,Videos under two-minutes in length get the most engagement; whereas, 43-minute podcasts are the sweet spot for listeners.
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