Podcasts Emerge as Key Influencers in Political Discourse

RADIO ONLINE | Wednesday, March 26, 2025

Edison Research

In a recent development highlighting the increasing influence of podcasts on political campaigns, experts have noted their pivotal role during the 2024 elections. Notable appearances by figures such as Donald Trump and Kamala Harris on various podcast shows underscored the medium's growing importance in shaping voter opinions.

Gabriel Soto, Senior Director at Edison Research, alongside Dr. Tamara (Zubatiy) Nelson, CEO and Co-Founder of Barometer, will delve into the specifics of how podcasts influenced voter behavior using comprehensive audience data and contextual targeting insights. Their analysis will be presented at the upcoming Podcast Movement Evolutions, scheduled to take place from March 31 to April 3 in Chicago.

The session will focus on the impact of News podcasts, which ranked as the second most popular genre among weekly listeners in the final quarter of 2024, according to Edison Podcast Metrics. Soto and Nelson will explore the substantial reach of News podcasts and their significance in informing voters about political issues and candidates.

Additionally, insights from Barometer will shed light on the genre's brand suitability and safety, crucial factors for advertisers considering investing in podcast content. The upcoming session promises to provide essential takeaways for publishers and industry leaders seeking to understand and navigate the evolving role of podcasting in political discourse, emphasizing the opportunities that lie in leveraging this dynamic platform for effective communication and engagement with audiences.