At audioadpro we see audio as one powerful, unified channel – where the impact of all publishers combined is greater than any single one alone. But within that mix, podcasts continue to stand out as one of the most impactful, personal listening channels in the ‘audiosphere’.
Acast’s 2025 Podcast Pulse underscores exactly why.
Podcasts now reach “2 out of 3 consumers monthly”, and listeners pay exceptional attention. Acast reports that “60% of consumers pay attention to podcast ads, compared with 50% for YouTube”, and that audiences describe podcast ads as “more authentic (45%), more memorable (44%) and more relevant (43%) than ads on other platforms.” This aligns with what makes podcasting unique: “No other media commands attention like podcasts.” It isn’t background noise – “Podcasts… feel like a one-to-one conversation between creator and listener.”
Trust is another standout theme. Podcasts rank “#1 compared to other channels on feels genuine and trustworthy”, and when consumers are considering a purchase, “podcasts rank alongside journalists, the gold standard of credibility.” That credibility translates into influence, with “4 in 5 global marketers” saying podcast hosts are effective at shaping perceptions of the brands they endorse.
The report also highlights the role podcasts play during cultural moments. In Acast’s Cultural Clout segment, they note that when listening during key moments, hearing a brand message makes listeners more likely to take action: “49% learn more about the brand online”, and“50% remember the brand after the event has passed.” With “fewer ads than other media,” listeners stay engaged throughout episodes, and “podcast ad consumption is way up compared to other media.”
For audioadpro, these findings validate what we see every day: podcasts deliver a rare combination of scale, attention and trust. By placing podcasts within a broader, unified audio strategy, we ensure brands benefit not just from the power of one channel, but from the momentum of the whole digital audio ecosystem working together.
Source: Acast Podcast Pulse 2025
