• by Ray Schultz , November 20, 2024

Podcasts are not only a way to influence elections, but they can help advertisers reach younger audiences, judging by Connecting the Dots, a study by GWI.  

Among listeners, 22% say they discover new brands and products through podcasts. And only 19% of Gen Z and millennials often skip podcast ads. The percentage falls to 15% for Gen X and baby boomers.  

And overall, 17% of podcasts listeners prefer sponsored content to be integrated within the host’s content. 

“Gen Z’s love for podcasts extends offline, with 37% attending live podcast events, deepening their relationships with trusted hosts and communities,” says Bridget Evans, global director of business brand marketing at Spotify.

As for politics, 14% of Americans see podcasts as a source of information on US politics, and 5% call them one of the most trustworthy sources. 

Moreover, 21% of Americans now say they get their news from podcasts, vs 24% for newspapers. This was shift has been primarily driven by Gen Z and millennials.  

“Unlike traditional media, podcasts provide a unique opportunity for brands to reach listeners in an environment where ads can feel like a part of the experience,” says Matt Smith, trends analyst at GWI. “Younger generations value a deeper personal connection to content and are drawn to hosts that they find relatable, so podcasts are a powerful option for targeting these audiences in an engaging way.”