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.

• Forty percent 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, noting that one piece of content can serve as both a watchable and listenable experience. 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.