The news: 84% of listeners have changed their mind because of a podcaster, yet 75% don’t consider podcasters “influencers,” suggesting that credibility, not celebrity, fuels podcast influence. That’s per a new Acast study that surveyed 2,500 listeners across nine global markets.

• Listeners rated podcasts as the most genuine and trustworthy channel for honest opinions, tying journalists for credibility in purchase decisions (both at 33%) and surpassing YouTubers, social media creators, and traditional celebrities.
• The research also shows that podcasts function as deeply personal media: 79% of audiences say they feel like one-to-one conversations, reinforcing the intimacy that gives the medium staying power.

Video didn't kill the audio star: Despite video’s rise—as evidenced by moves like the recent Netflix-Spotify partnership—audio still dominates.

• 40% of listeners primarily listen and occasionally watch, while just 17% consume video-only versions, according to Acast. For advertisers, that means video enhances reach, but it’s not a be-all, end-all.
• But 53% of US podcast listeners prefer watching podcasts over just listening on YouTube, per theSounds Profitable/Signal Hill.

“I’ll start watching on the train, then put my phone in my pocket and keep listening,” Acast CEO Greg Glenday told EMARKETER. His own habits reflect a “hybrid consumer” pattern, not an either/or choice: “A few people only listen, a few only watch—but most, me included, bounce between the two.”

Why it matters: Podcasting is emerging as one of the most credible arms of the creator economy—and that credibility shows up across channels and formats to inspire action.

• Over half (55%) of listeners say their strongest connection to a creator starts through a podcast feed, compared with just 15% who cite social media. This means podcasts serve as the emotional core of modern fandoms—an anchor that amplifies creators’ reach across platforms like social, TV, and streaming, where 57% to 60% of fans also follow hosts.
• Two-thirds (67%) of listeners have purchased something recommended by a podcaster, and 85% of daily listeners have taken brand action after hearing an ad. Podcast ads outperform other digital channels in attention and authenticity, with 60% of listeners saying they pay attention—higher than YouTube (50%).

What advertisers should do: Podcasts sit at the intersection of credibility, culture, and commerce and now account for nearly one-fifth of total listening time. To take advantage of the format, marketers should:

• Lead with audio: Use podcasts as the trust foundation in creator partnerships, focusing on host-read or host-aligned creative to harness authenticity.
• Expand through extensions: Once trust is built in the feed, amplify with creators’ social and video presence for incremental reach.
• Rethink frequency: Listeners report needing fewer exposures on podcasts to consider a brand—making podcast ads more efficient for performance planning.
• Go beyond awareness: Measure not just impressions but actions, since podcasts now deliver both cultural relevance and full-funnel ROI.

As influencer fatigue sets in across social media, the findings make the case clear: Podcasts offer a rare combination of attention, trust, and conversion.