Two-Thirds of Listeners Say Podcasts Recommendations Drive Purchase Decisions

Why It Matters

The findings highlight podcasts as a powerful, trust‑based channel for driving consumer purchases, prompting marketers to allocate more budget toward audio advertising and influencer‑style partnerships. This shift could reshape media buying strategies, favoring engagement and credibility over sheer impression volume.

Summary

A new Acast‑commissioned Podcast Pulse 2025 study of 2,500 listeners across nine markets finds that 67% have made a purchase directly after a podcast recommendation, while 75% do not label podcasters as influencers. Listeners rank podcasters alongside journalists for credibility (33%) and view podcast audio as the strongest relationship‑building medium (55%). The research also shows podcasts are the top source for in‑depth learning among adults 18‑44, and that podcast ads are perceived as more authentic, memorable and relevant than other formats. CEO Greg Glenday describes podcasters as “narrative influencers,” emphasizing depth over reach as advertisers seek resonance over scale.