Podcast Fans Are Listening To Ads And Responding, Study Finds

North American consumers are buying based on what they hear in podcasts, according to new research from Acast. 

Of those polled, 95% of U.S. podcast listeners have taken action in response to podcast advertising, and that rises to 97% for frequent listeners. 

In Canada, 85% of listeners  have taken action, along with 91% of frequent listeners.

Podcast fans feel a kinship with their favorite podcasters, and are willing to listen to advertising to support them—82% in the U.S. feel that way and 66% in Canada. 

Moreover, of those who feel that podcasters are like friends, 77% in the U.S. and 55% in Canada are willing to listen to ads all the time. 

Moreover, 82% of US and 67% of Canadians follow a podcaster on social media.

In other recent research, Acast found that 65% of U.S. marketers expect to increase their spend on podcasts, including 83% of those that have purchased podcast ads. 



“The podcast advertising industry is continuing to experience growth as media buyers better recognize the effectiveness of the medium for their brand message,” states Heather Gordon, Acast managing director, Canada.

Gordon adds, “Understanding the unique relationship between podcast audiences and the content they consume through research and insights like this is vital to the success of advertisers in the space.” 

‍Acast, working with Attest, surveyed 1200 podcast listeners, split evenly between the U.S. and Canada, in December 2022.

2 comments about "Podcast Fans Are Listening To Ads And Responding, Study Finds".
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  1. John Grono from GAP Research, February 8, 2023 at 5:02 p.m.

    Is it possible to see the questionnaire?   I wonder if the word "ever" was used in the usage questions.  Conversely, with an action rsponse of 95% that leaves little room for growth.

  2. Ed Papazian from Media Dynamics Inc, February 8, 2023 at 6:25 p.m.

    The article uses the term "have taken action", John so it's very likely that the respondents assumed that this meant "ever".By the way, the corresponding percentage for TV using the same questions would, no doubt, be 95- 100% and this would also apply for radio, video games, newspapers, digital display, OOH,  and magazines. What's more, frequent users of these media would would probably score 95-100%, in each case.

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