New Research Finds Podcasts Strongly Influence Voter Opinions
September 18, 2024 (Washington, D.C.) — New research shows U.S. registered voters prefer podcasts as a source of news and information and are highly likely to act as a result of podcast content.
According to Voxtopica’s new survey, The Podcast Influence: The Listening Habits of Registered Voters, 85% of registered voters surveyed trust podcasts more than any other news and information source including newspapers (print or digital), TV (broadcast or cable), AM/FM radio, and social media.
This proves significant, with 78% of respondents agreeing that podcasts influence them to learn more about issues or topics in the news, and 63% agreeing that podcasts change their opinions on issues or topics in the news.
“Podcasting is a mainstream entertainment medium, but this survey indicates just how valuable these audiences can be to public affairs campaigns,” Voxtopica CEO Richard Fawal said. “Podcast listeners are engaged and, more importantly, persuadable.”
So, how many registered voters are listening to podcasts? Nearly half (49%) of survey respondents said they listen to at least one podcast per week and one-third saying they listen to 5 or more episodes each week.
“Podcast audiences naturally self-select for the shows and hosts that they trust, which makes those shows incredible vehicles to deliver the right message, at the right time, to exactly the right people,” said Tom Webster, partner at Sounds Profitable, the podcast research firm. “Voxtopica’s survey offers further evidence that podcasting delivers a valuable, receptive audience.”
Over 50% of registered voters surveyed said they listen to podcasts to add to their knowledge of a subject, and 60% responded they strongly prefer bipartisan or nonpartisan podcast content. In fact, 20% of respondents stated they dislike or hate highly political content from the left or right.
The survey findings are available for free at voxtopica.com/podcast-influence. Sounds Profitable provides additional research-driven insights into podcasting at soundsprofitable.com/research.
Survey Methodology
In August 2024, Voxtopica fielded an online survey of 683 self-identified registered American voters ages 18 and older. The sample was weighted to the most recent census data to represent the U.S. population’s age and gender. Respondents were asked whether they listen to podcasts, how often, why they listen, and what they like or don’t like in podcasts. Survey development and findings were independently reviewed by Tom Webster of Sounds Profitable.
About Voxtopica
Voxtopica is the preferred podcasting agency for creatively ambitious, metric-driven organizations. We create compelling shows, outreach campaigns, and ad campaigns that deliver public affairs-focused content to precise target audiences. Learn more at voxtopica.com.
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