26/10/2023
Podcasters are the Most Trusted Media Personalities Among US Consumers, New Acast Research Finds
PRESS RELEASE · via Acast · 18 October 2023
Acast, the world’s largest independent podcast company, has released the results of a new research study that shows podcasts are a highly trusted medium among US consumers.
According to the study of US consumers, 64% of podcast listeners actively seek out podcasters and create time for their content -the most of any other tested media personality - making the time spent with podcasts highly engaging and intentional.
These findings come at a time when trust in US media has hit an all time low, with half of Americans reported to believe that national news organizations deliberately mislead them, according to research from Gallup and the Knight Foundation. In this era of skepticism and misinformation, podcasters are emerging as trustworthy figures of the media industry.
In fact, according to Acast’s research, half of podcast listeners trust podcasters.
For advertisers, podcasting is ripe with opportunity as US consumers say they seek out podcasters above all other media personality types when looking for product endorsements.
Importantly, this study also revealed that podcasters give quality products and brand endorsements. According to the research, 73% of US consumers who have acted on a podcast endorsement said the podcaster gave a good endorsement and they were happy with what they received.
