Study: 76% Buy After Podcast Host Recommendations

RADIO ONLINE | Wednesday, December 17, 2025 | 3:09pm CT

Audacy Insights

A new study from Audacy Insights highlights the measurable impact audio creators have on consumer purchasing behavior, particularly in podcasting and radio. According to Audacy's Audio Creator Impact Study, 76% of podcast listeners say they have purchased a product or service after hearing a recommendation from a podcast host, underscoring the trust audiences place in creator-led audio advertising.

The research examines how creator-driven audio campaigns influence awareness, consideration, and conversions, finding that trusted hosts play a direct role in driving consumer action. Audacy notes that radio and podcast hosts are often perceived by listeners as familiar and credible voices, which increases the effectiveness of brand messaging delivered within audio content.

The study also points to what Audacy describes as a "halo effect" within podcast environments. Even ads that are not read by hosts perform better when placed within creator-led programming, benefiting from the trust and engagement hosts establish with their audiences. Audacy podcast listeners were found to be twice as likely to purchase products advertised on podcasts compared with the broader podcast listening population.

Audacy positions the findings as evidence that audio creators function as more than brand endorsers, acting instead as influential drivers of measurable outcomes. The company says the results reflect what advertisers are already seeing in campaign performance data, particularly when campaigns leverage established relationships between hosts and their audiences.

The Audio Creator Impact Study adds to a growing body of research suggesting that audio advertising -- especially within podcasts -- continues to be an effective channel for brands seeking both reach and conversion, supported by sustained listener trust and engagement.

Read the entire study here.