The news: Audio and video podcasting are complementary channels with their own unique benefits, including high trust in content, low skepticism of ad claims, and strong post-ad actions.
About half of US adults call audio podcasts (58%) and video podcasts (55%) factual and accurate, per a Sounds Profitable and Signal Hill Insights survey of consumers who used at least one ad-supported creator or media platform in the past 30 days.
- That’s above YouTube and TikTok (both 50%), Instagram (45%), and Facebook (36%).
- Only 31% question ad claims in audio podcasts all or most of the time, compared with 41% for TikTok, 42% for Instagram and Facebook, and 43% for X.
Video podcasts come out on top for conversions and audience actions post-ad.
- Video outperforms audio for making immediate purchases (15% vs. 10%), taking a screenshot (19% versus 14%), and writing down promo codes (20% versus 18%).
- The two formats rank nearly identically (35% for video versus 34% for audio) for searching for brand info.
Digging in: Audio and video podcasts can work together to foster trust and drive action.
- Audio is the stronger medium for cultivating trust, with the lowest ad skepticism of any major platform. Its intimate, host-driven format helps establish credibility and creates an environment where advertising feels more authentic and less interruptive.
- Video podcasts add visual storytelling and product demonstrations that can make it easier for viewers to remember, research, and ultimately act on a brand message.
Recommendations for marketers: Audio’s advantage lies in creating an environment where audiences are more receptive to brand messages, while video builds on that foundation by driving measurable actions after exposure.
Think less about choosing between audio and video formats and more about structuring podcasts to move consumers from trust to action.
- Craft easy purchase paths within video podcasts such as QR codes and shoppable links in video descriptions.
- Capture the attention of multitasking audio podcast listeners with host-read ads and simple, easy-to-remember calls to action.
- As podcasting evolves into a full-funnel channel, combine each format to pair brand-building with performance without leaving the podcast ecosystem.