Key stat: 56% of weekly podcast listeners say podcast hosts are the type of influencer that matters most to them, nearly triple the share who say the same about social media influencers, according to an October survey from Cumulus Media and Signal Hill Insights.

Beyond the chart:

• That trust translates directly to action. 67% of global podcast listeners have made a purchase directly because of a podcaster, and 85% have taken brand action after listening to a podcast, according to an August survey from Acast.
• 88% of weekly podcast consumers believe hearing ads is a fair exchange for content, according to a July report from Edison Research.

Use this chart: Drop this into your next media mix presentation to show why host-read podcast ads deserve budget priority. Use it to push back on social-first strategies when your audience skews toward audio. Show stakeholders that intimacy beats reach when trust drives conversions.

Related EMARKETER reports:

• US Digital Audio Forecast Overview 2026 (EMARKETER subscription required)
• Social Trends to Watch in 2026 (EMARKETER subscription required)

Methodology: Data is from the November 2025 Cumulus Media and Signal Hill Insights report titled "Podcast Download – Fall 2025 Report." 603 US weekly podcast users ages 18+ were surveyed online by Quantilope during October 8-21, 2025. All respondents spent at least one hour listening to or watching podcasts within the past week. Respondents were not employed in the advertising, digital, market research, marketing, public relations, radio, television, or podcasting industries.