Audacy Study Finds New Rules for Podcast Advertising

RADIO ONLINE | Monday, September 14, 2026 | 2:48pm CT

''The New Rules of Podcast Advertising''

Audacy has released a new "State of Audio" report that challenges some traditional assumptions about podcast advertising, finding that audience trust, host expertise and engagement can be more important to advertisers than the sheer size of a show's audience.

"The New Rules of Podcast Advertising" finds that mid-sized podcasts can outperform celebrity-driven shows on advertising efficiency. Advertisers using mid-sized shows see a 22% lower cost per acquisition than those using celebrity shows, according to Podscribe data cited in the report.

Audacy says the results reflect a shift from simply buying reach to seeking influence. Its 2026 Power of Influencers study found podcast listeners are 27% more likely to be influenced by topic experts than by well-known celebrities. The report says smaller and mid-sized shows can develop particularly loyal communities in which host recommendations carry greater weight.

Podcasting's audience is also becoming younger. The report says 64% of Gen Z listeners now consume podcasts monthly, while Gen Z and Gen Alpha are projected to account for 40% of podcast listeners by 2029. Gen Z is also forecast to overtake Millennials as podcasting's largest generation by the end of 2026.

Video is becoming an increasingly important part of that ecosystem without replacing audio. Edison Research data cited by Audacy finds 57% of Americans both watch and listen to podcasts, compared with 21% who listen but do not report watching and 2% who watch but do not report listening.

The report also examines the growing role of artificial intelligence in podcast production. Audiences are more receptive to AI when it is used behind the scenes for tasks such as research, transcription, production and targeting, but acceptance falls when AI replaces the human host or affects the personal connection between hosts and listeners.

Audacy says 56% of podcast consumers agree AI is a helpful tool for back-end podcast production, while 62% consider AI at least somewhat of a threat to podcast credibility.

The report concludes that the podcast advertising playbook is evolving from an emphasis on maximum reach toward trust, expertise and community, with advertisers increasingly looking at the strength of the relationship between creators and their audiences.

Download the report here.