3 Min Read
The podcasting world is seeing major shifts. Data from Statista indicates that in the last four years, podcast listeners have increased by 69%. Millions of consumers are turning to podcasts for entertainment, news, and storytelling.
The popular music streaming app, Spotify has opened the door to more podcast listeners. Historically, Apple Podcasts held the top spot among podcast streaming platforms. But today, Spotify leads the way, with 11% more podcast listeners naming it as their preferred platform, according to a recent QuestDIY by The Harris Poll survey.
This shift in platform preference underscores a broader trend: podcast advertising is gaining traction among consumers—and delivering real results for brands.
Podcast Listeners are Loyal and Highly Engaged
According to QuestDIY survey findings, podcast listening is a habit:
- 36% of podcast listeners tune in daily
- Another 36% listen several times a week
- 35% are subscribed to 3 – 5 podcasts
- Over half (51%) of listeners are female
Podcast listeners mentioned tuning into their favorite podcasts during moments of focus—such as commuting, exercising, cooking, or cleaning—creating valuable, low-distraction environments for advertisers.
Listeners report engaging most with genres like True Crime, Comedy, Sports, News, and Politics—offering diverse alignment opportunities for brands targeting specific demographics or interests.
Podcast Hosts are Trusted Sources for Product Recommendations
The host-listener dynamic sets podcast advertising apart from traditional media. Listeners view hosts as credible voices, particularly when it comes to product endorsements:
- 68% of podcast listeners say they’re likely to trust recommendations from podcast hosts
- 67% find host-read ads to be effective
- 36% prefer host-read ads to other podcast ad formats, citing their conversational and personal tone
As brands seek new ways to build trust with consumers, podcast hosts are emerging as influential partners—akin to social media creators and influencers.
Podcast Advertising Drives Measurable Results
Beyond trust, podcast ads are proving their ability to move audiences to action.
49% of listeners say they took an action after hearing a podcast ad—and among those who acted:
- 20% made a purchase
- 23% visited a website or social page
- 16% recommended a product or service to others
When broken down by age and gender, purchase intent varies:
Podcast Advertising Seen as More Trustworthy than Other Channels
In an era of ad fatigue and content saturation, credibility matters. Among those surveyed:
- 35% of respondents said podcast ads were more trustworthy than those found on radio, social media, TV, or websites
This makes podcast advertising a strategic option for brands seeking high-intent audiences and less ad-skipping behavior.
Survey Insights Powered by QuestDIY
These findings come from a survey conducted using QuestDIY by The Harris Poll—a fast, reliable DIY survey tool designed for marketers and researchers who need rapid insights from vetted audiences.
QuestDIY allowed us to:
- Filter by key demographics
- Target active podcast listeners
- Launch and analyze results within hours
As podcast advertising becomes a more critical part of the modern marketing mix, tools like QuestDIY help teams validate strategies quickly and confidently.
Takeaways for Advertisers and Marketers
With high trust, weekly engagement, and strong conversion rates, podcast advertising represents a unique opportunity for brands looking to connect with audiences in authentic, actionable ways.
Whether you’re exploring consumer preferences, tracking brand performance, or seeking custom research, the Harris Poll offers a range of market research solutions to help with your next research initiative with speed and rigor.
Methodology: We surveyed over 1,000 podcast listeners in the United States on their podcast advertising preferences.
