One-in-three Americans Report Having Changed Their Opinion on a Topic or Brand Discussed in a Podcast, New Survey Finds

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.

For more information on Quill Inc., visit the website.

About Quill:

Quill is an industry-leading branded podcast production agency working with some of North America’s largest brands such as Walmart, Yelp, Interac and more, reaching global audiences. Through producing results-oriented, collaborative and experimental content, the company is providing podcast services that fit the needs of every brand. Quill’s overarching mission is to increase brand reach, build new relationships and provide impactful results through compelling stories. Quill is the parent company of CoHost, a podcast analytics and audience insights platform built for brands and agencies.

Methodology:

These are some of the findings of an Ipsos poll conducted between October 16 –18 2024, on behalf of Quill Inc. For this survey, a sample of 1,000 Americans aged 18 years and over was interviewed. Weighting was then employed to balance demographics to ensure that the sample’s composition reflects that of the adult population according to Census data and to provide results intended to approximate the sample universe. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll is accurate to within ±3.5 percentage points, 19 times out of 20, had all American adults been polled.