Podcasting isn’t just having a moment, it’s reshaping how influence, trust, and effectiveness work in today’s media landscape. Acast’s Podcast Pulse 2025 global study shows that podcast creators don’t just reach audiences, they move them. In an environment where attention is fragmented podcasts stand out as the channel where connection, credibility, and commercial impact come together.
From Influence to Impact
The research reveals that the real power of podcast creators lies in a deep, lean-in connection with audiences who choose to listen. Unlike many traditional influencers, podcasters build trust through long-form, intimate, often highly personal conversations, and that relationship translates into real-world impact:
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84% of listeners say a podcaster has changed their mind about something they once believed.
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Yet 75% don’t consider podcasters to be “influencers” at all, they see them more as trusted guides or companions.
For brands, this is a crucial shift. It’s not just about who can generate impressions; it’s about who can genuinely influence thinking and behaviour.
Inside Podcast Pulse 2025
The Podcast Pulse 2025 report is based on research conducted by Differentology among more than 2,500 podcast listeners across nine markets: USA, UK, Australia, Canada, France, Germany, Mexico, Norway, and Sweden. It explores four key ways podcasts are redefining influence:
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Creators’ unique resonance with audiences
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The rise of multi-platform fandoms
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Podcasts as drivers of culture
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The commercial power of creator-led marketing
The report was developed by Acast to give advertisers the data and insight they need to recognise podcasting as a high-value, strategically essential channel.
You can download and read the full report below:
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