The news: Podcast ads may succeed because listeners tolerate and trust them, not because they hear more of them.

• Half (52%) of US podcast consumers tune out or skip ads, per YouGov’s 2026 US Podcast Ads Report.
• Only 25% of overall media consumers call podcast ads the most annoying or disruptive of all ad formats—less than any other medium, including online display (50%), social media (36%), and music streaming platform ads (34%).

These consumers also respond to ad content: an aggregate of 51% of media consumers have taken action after hearing a podcast ad, including by visiting a brand site, searching online for a brand or product, or talking to someone about it. Host-read ads are the most trusted kind of podcast ad.

What it means: While many listeners skip through podcast ads, relatively few find them disruptive, so even though consumers may not pay attention to every single advertisement, their connection with podcasting content and trust in creators make them more receptive when they do engage.

Trust in hosts also points to why many brands are focusing on brand awareness over direct response—low levels of resentment make it easier for brands to maintain a positive presence in their minds. Brands can borrow trust from podcast creators, making the medium especially valuable for those looking to build credibility and consideration over time.

Recommendations for brands: Consumer trust can outweigh raw impressions. Capitalize on that opportunity by working with hosts who align with brand voice and product type to create authentic-feeling campaigns. Focus on quality content over a heavy ad load and experiment with both video and audio podcast formats to see which one resonates best with audiences.