As brands continue to find ways to compete for share of voice, podcasts have become an increasingly valuable medium for capturing the attention of target audiences, gaining trust, and even changing perceptions of brands or topics.

The 2024 Podcast Marketing Trust Index Report, issued by Quill Inc in partnership with Ipsos, found that one-third (33%) of Americans reported having changed their opinions on a topic or brand discussed in a podcast, with 35% being males and 50% being those ages 18-34. This further illustrates the power of podcasting with just under half (42%) going as far as to say they, to some degree, trust podcasts more than traditional forms of media such as TV or newspapers.

The report released today finds that:

IMPACT ON TRUST:

• Over half (56%) Americans say the endorsement by the host of the podcast influences their trust in a product or service to some degree, with men (60%) and those aged 18-34 (62%) most likely to be influenced by host endorsements.
• Just under half (42%) of Americans say they trust or somewhat trust information presented on podcasts compared to traditional forms of media. Whereas 37% feel about the same toward podcasts as they do traditional forms of media such as TV or newspapers.
• Trust in podcasts sponsored by a brand is primarily driven by transparency or clear disclosure of sponsorship (54%), followed by expert guests or a diversity of perspectives (46%).

CONSUMER TRENDS:

• Three-in-five Americans listen to podcasts (59%). Among them, one-third discover podcasts through social media (34%), and over one-quarter do so through recommendations from friends (30%), or by searching online (24%).
• 44% of Americans say they have or have considered purchasing a product or service they heard about on a podcast, with those ages 18-34 having purchased or considered purchasing the most (66%).

“This survey reassures how important trust is for effective storytelling, and the unique power podcasts have to instill trust and influence opinions on critical topics from politics to personal values,” says Fatima Zaidi, founder and CEO of Quill Inc. “In a world where we are constantly bombarded with information, we are committed to showcasing how authentic storytelling can spark meaningful conversations and reshape perspectives on topics and brands, driving real change in how people think and engage with important issues.”

As consumers increasingly seek and value authenticity and transparency, brands need to collaborate with hosts and experts who genuinely care about the brand or topic to move the needle.

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