A New Study Reveals That U.S. Listeners Want More Influencer-Hosted Podcasts

Podcasts hosted by YouTubers and influencers are in high demand, according to a study by Acast and Nielsen.

According to a survey of 2,000 U.S. adults, nearly 40% of listeners want new shows from YouTubers and influencers, topping demand for shows from health experts (28%), music personalities (28%), and TV personalities (27%).

Study results also indicate that podcast consumption has increased over the last six months more than any other form of media. Consumption is also expected to increase in the next six months, with 41% of listeners predicting they will increase their consumption.

In terms of podcast advertising, most listeners don't mind hearing ads. Only 25% of listeners are concerned about too many advertisements on podcasts. The majority of listeners say they listen to advertisements, and 73% say they act after hearing an advertisement. 50% of podcast listeners said podcast advertising is the best way to reach them and 55% say they think more positively of brands that advertise on their favorite podcasts.

This study is timely as a growing number of creators have launched podcasts over the past two years, notables being names like Addison Rae, the D'Amelio sisters, Emma Chamberlain, Rickey Thompson, and Denzel Dion.

Many creators, big and small, have embraced podcasting as a different way to connect with their fans and generate revenue. Podcasts allow creators to express themselves in a way that cannot be achieved in 15-second TikToks or Instagram pictures. Podcasting can also be lucrative for creators, offering a new platform for branded content or even exclusive partnerships with podcasting platforms like Spotify and Apple Podcasts.

With creators interested in connecting with their audience and monetizing, podcasts have become a viable option. Adding in the demand for influencer-hosted podcasts, expect to see more creators utilize the audiences they build on social media to launch new podcasts, much to the delight of listeners as well as brands.

Podcast advertisers are welcomed by listeners, according to the study. Due to this, brands have the opportunity to partner with creators on sponsored podcast content, such as ad reads and branded segments. Podcasts can be an effective channel for brands because creators showcase their personalities on behalf of the brand and dig deep into brand messaging throughout an episode. Combining these longer integrations with promo and discount codes can be a powerful way to raise brand awareness and encourage listeners to make purchases.

A fully-fleshed-out strategy isn't needed for brands to start experimenting with podcast activations either. To get started, brands can add podcasts as a deliverable for creators who already have podcasts and who partner with the brand on social media content. Learnings from smaller tests and experiments can be utilized for more comprehensive podcast campaigns.