• by Ray Schultz , October 30, 2024

Podcasts continue to pull in listeners and drive sales, judging by Podcast Pulse, a study from Acast conducted by Edison Research. 

Of the listeners polled, 84% have taken action after being exposed to a podcast-first omnichannel campaign. 

In addition, 44% have made a purchase and almost 60% have thought more favorably about the brand, according to the study.

The numbers are even more impressive for consumers who tune in to niche-oriented podcasts—they constitute 80% of listeners. Among them, 94% have taken action after hearing a podcast ad.  

Asked why they listen to podcasts, consumers answer:

• To learn more about specific topics—92%
• More in-depth coverage of topics—92% 
• They relate to podcasts personally—85%
• They relate to podcasts professionally—65%

At the same time, 88% have taken action because of a podcast ad, a figure that jumps to 92% among daily listeners. Of those who have taken action, 57% have visited a brand’s website and 41% have made a purchase. Overall, 25% of listeners have purchased merchandise from a podcast. 

Moreover, many listeners follow podcasters outside the show, including 75% on YouTube, 59% on Instagram, 54% on Facebook, and 41% on TikTok.  

“In today’s algorithm-driven content consumption, podcasts provide an incredibly unique experience because they are sought after by audiences rather than served to them,” says Greg Glenday, chief business officer at Acast. “This means that every single touch point a listener has with a podcast is entirely intentional.”

Edison Research surveyed 1,031 consumers from August 14-20, 2024.