Acast, the world’s largest impartial podcast firm, launched the outcomes of a brand new analysis examine that reveals podcasts are a extremely trusted medium amongst US customers. Based on the examine of US customers, 64% of podcast listeners actively search out podcasters and create time for his or her content material – essentially the most of another examined media character – making the time spent with podcasts extremely participating and intentional.
These findings come at a time when belief within the US media has hit an all time low, with half of People reported to consider that nationwide information organizations intentionally mislead them, based on analysis from Gallup and the Knight Basis. On this period of skepticism and misinformation, podcasters are rising because the reliable figures of the media business.
In actual fact, based on Acast’s analysis, half of podcast listeners belief podcasts, essentially the most of another examined medium. The second most trusted is YouTubers, with 44% of YouTube customers saying they belief these media personalities. Notably, with YouTube rising as a number one platform for podcast consumption, many of those sought-after YouTube personalities are additionally podcasters.
“Belief in US media has been deteriorating in recent times because of socio-political unrest and conflicting protection by new shops on the identical occasions. As US shopper have misplaced confidence in conventional media, they’ve more and more turned to podcasters as a supply of reality,” mentioned Acast Director of Analysis and Insights Tommy Walters. “Throughout occasions of hardship and uncertainty – like the beginning of the pandemic and the start of the battle in Ukraine – at Acast we have now persistently seen audiences flock to podcasts for deep conversations and evaluation over clickbait headlines. In terms of product endorsements, we have now additionally seen audiences be extra trusting of podcaster suggestions than another type of media.”
For advertisers, podcasting is ripe with alternative as US customers say they search out podcasts above all different media character varieties when searching for product endorsements. Based on this examine, 75% of podcast listeners say they’ve listened to a podcaster for a product endorsement, in comparison with the 62% of social media customers who’ve sought out social media creators and simply 55% cable viewers who’ve thought of cable TV personalities.
Importantly, this examine additionally revealed that podcasters give high quality product and model endorsements. Based on the analysis, 73% of US customers who’ve acted on a podcast endorsement mentioned the podcaster gave a very good endorsement they usually have been pleased with what they obtained.
