Podcasts have become more than just a daily habit – they are a powerful performance tool for brands aiming to connect with engaged audiences. With global popularity on the rise, podcasts offer a unique space where advertising drives real impact, earning trust and prompting action like few other channels can.
Gen Z is leading the charge, tuning in and shaping the future of audio consumption. With video platforms like YouTube playing a growing role in podcast discovery, the medium is evolving fast. Check out the latest industry stats that prove why podcasts are a must-have in any modern marketing strategy.
1 Global Popularity
Podcasts are a truly global medium, with 41% of consumers across 49 markets listening to at least one hour of podcasts each week.
This engagement highlights the growing influence of audio content in daily routines around the world.
Their accessibility and diverse content make them a go-to source of information, entertainment, and connection for audiences across every continent.
Source: https://business.yougov.com/content/52047-where-are-global-podcastlisteners-in-2025
2 Advertising impact
Podcast ads are proven to drive results marketers dream of – boosting brand awareness, purchase intent, and recommendations. On average, exposure to podcast ads delivers a 10-point lift in brand awareness, with 66% of listeners saying the brand felt like a natural fit.
Source: https://www.nielsen.com/wp-content/uploads/sites/2/2025/08/Nielsen-Podcasting-Today-Aug2025.pdf
3 Podcast Ads Win on Trust — and Action
Trust is where podcasts shine: 88% of listeners have taken action after hearing a podcast ad, from researching a product to making a purchase. This high level of engagement makes podcast advertising uniquely effective compared to other media channels.
4 Podcast drive Gen Z action
Podcasts have become one of the most powerful ways for brands to reach and influence Gen Z, a generation that values authenticity and connection. With high engagement and action rates, podcasts are shaping how younger audiences discover and interact with brands.
Source: https://www.edisonresearch.com/wp-content/uploads/2025/06/The-Gen-Z-Audio-Report-Webinar-FINAL.pdf
5 Youtube & Video reality
Even on YouTube, nearly half of podcast users choose to listen rather than watch, proving the audio-first nature of the medium remains strong. Podcasts thrive as a flexible format, meeting audiences wherever and however they choose to tune in.
Source: https://soundsprofitable.com/article/two-surprising-facts-platform/
BONUS: Taylor Swift & New Heights
Taylor Swift’s appearance on New Heights with Travis Kelce shattered records, drawing 1.3 million concurrent YouTube viewers and igniting a global podcast moment. The episode triggered an 8× jump in per-episode downloads and helped the show hit 31.8 million monthly downloads- proof that podcasts can dominate pop culture.
