A growing body of research indicates that listeners place significantly more trust in podcasts than in social media platforms, a trend with major implications for advertisers and content creators alike. This trust extends from the podcast hosts themselves to the advertisements they deliver and the general accuracy of the content, positioning podcasts as a uniquely influential medium in a fractured media landscape.
Multiple studies highlight this disparity in trust, revealing that the intimate and intentional nature of podcast consumption fosters a strong bond between hosts and their audiences. This connection translates into a greater acceptance of advertised products and a higher degree of confidence in the information presented, compared to the often-skeptical view users have of content on platforms like Facebook, Instagram, and TikTok. As trust in traditional and social media continues to erode, podcasts are emerging as a credible and authoritative voice for a diverse range of listeners.
The Rise of the ‘Podfluencer’
The concept of the influencer has been redefined by the rise of podcasting, with hosts emerging as a new kind of trusted voice. A report from Spotify, titled the Global Podcast Trends Tour, found that 63% of people globally trust their favorite podcast host more than their favorite social media influencer. This trend is particularly pronounced among younger generations, with 55% of Gen Z listeners stating that they enjoy podcast content more when they also follow the host online, indicating a deeper, multi-platform relationship. Further research from Vox Media underscores this point, revealing that 75% of listeners value podcasters’ influence more than that of social media influencers (15%) and TV/movie celebrities (10%). This high level of trust has led to the coining of the term ‘podfluencer,’ a testament to the unique authority and authenticity that podcast hosts command.
The intimate nature of the podcasting medium is a key factor in building this trust. Listeners often feel a personal connection to hosts, who they may listen to for hours each week. According to Edwin Wong, SVP for Insights and Innovation at Vox Media, “listening to podcasts is one of the more intimate media experiences,” which leads to “strong attachments” and a “deep level of connection and trust.” This sentiment is echoed by creators themselves, with 52% reporting that they feel more authentic and true to themselves on platforms like Spotify compared to social media. This perceived authenticity is a powerful driver of influence and trust.
Advertising Attention and Recall
The high level of trust in podcast hosts translates directly to the effectiveness of podcast advertising. A 2025 study by Sounds Profitable and Signal Hill Insights, which surveyed 5,005 Americans, found that podcast advertising outperforms social media in both attention and trust. The study introduced the concept of “effective reach,” which measures not just the size of the audience but also their engagement with advertising. While platforms like Facebook have a larger overall reach, podcasts have a disproportionately high effective reach, indicating that listeners are more likely to pay attention to ads. Among “prime users” of podcasts, 86% recalled hearing an advertisement in the past week, a higher percentage than for network television or broadcast radio.
This heightened attention is coupled with a greater trust in the advertising messages themselves. The same study found that 39% of prime podcast users trust the hosts delivering ad messages, compared to significantly lower percentages for social media personalities on Instagram (29%), Facebook (23%), and TikTok (34%). This trust extends to the products being advertised, with 48% of prime podcast users believing the advertising claims made on podcasts are true. This is a higher percentage than for any of the major social media platforms. Another study by Acast found that 75% of podcast listeners have sought out a podcaster for a product endorsement, compared to 62% of social media users who have turned to social media creators.
Content Credibility and Accuracy
Beyond advertising, podcasts are also seen as a more credible source of information than social media. A study by the Pew Research Center found that 87% of listeners who hear news on podcasts expect that news to be mostly accurate. This stands in stark contrast to social media, where only 39% of news consumers expect the information to be largely accurate. The Vox Media study found similar results, with 79% of listeners agreeing that the content they get from podcasts is superior to what they find on social media. This perception of quality and reliability is a significant factor in the growing popularity and influence of podcasts.
The Sounds Profitable study also touched on this topic, finding that 46% of podcast users agree that podcasts effectively manage content quality. While this number may seem modest, it is still considerably higher than the figures for most social media platforms. Furthermore, 51% of prime podcast users consider the content to be “generally factual and accurate,” ranking it fourth among all measured media types and well ahead of social media. This trust in the content creates a halo effect for the advertising within it, with the study noting a correlation between faith in content accuracy and belief in advertising claims.
Generational and Political Divides
While trust in podcasts is high across the board, there are some interesting demographic differences. The trend of trusting ‘podfluencers’ is especially strong among Gen Z and Millennials. Nearly half of these younger listeners (48%) are more likely to be interested in a product when it’s promoted by their favorite podcaster. This suggests that podcasts are a particularly effective way to reach and influence younger audiences who may be more skeptical of traditional advertising and social media influencers.
There are also some differences along political lines. The Pew Research Center study found that while there are no major differences in podcast listenership between Republicans and Democrats, Republicans are more likely to trust the news they hear on podcasts. Nearly half of Republican listeners (46%) say they trust news from podcasts more than news from other sources, compared to just 19% of Democrats. Republicans are also more likely to say that they hear unique news on podcasts that they wouldn’t have encountered elsewhere.
Implications for Brands and Marketers
The high level of trust in podcasts has significant implications for brands and marketers. As consumers become increasingly wary of traditional advertising and the often-unreliable information on social media, podcasts offer a unique opportunity to reach an engaged and receptive audience. According to Sam Moles, Spotify’s AU/NZ podcast account director, “Podcasts continue to be one of the best ways for brands to reach audiences, mixing scale with high trust scores.” The data supports this, with 62% of Australian podcast listeners reporting that they have taken action after hearing an ad during a show, such as searching for or purchasing the product.
The key for advertisers is to lean into the authenticity and trust that is inherent in the podcasting medium. This means working with hosts who are a natural fit for their brand and allowing them to deliver ad messages in their own voice. As Edwin Wong of Vox Media notes, “That podcasters have more clout than social media influencers and mainstream celebrities leads to a paradigm shift in thinking about who is the best endorser for properly aligned brands.” In an era of widespread media skepticism, the trust that listeners place in podcasts is a valuable commodity, and one that brands would be wise to tap into.