A shopper survey released by B2B service platform Clutch revealed 42% of consumers have made a purchase based on a podcast host’s recommendation, yet 61% say they would trust a host less for a promotion that felt off-brand or inauthentic.
With influencers and reviews a focus of consideration regarding engagement of today’s consumers, podcasters can be overlooked. However, in the survey from the B2B services platform, 79% of respondents said they listen to at least one podcast a month, with almost half listening more than they did a year ago.
Clutch pointed out that content, not celebrity, drives listening among consumers who favor podcasts. In the survey, 62% said they would listen to a podcast if the topic was interesting, and 62% said they don’t care whether the host is famous despite the proliferation of celebrity podcasters.
Even as consumer interest is gaining, video is reshaping the medium, Clutch asserted. YouTube edged out Spotify (pictured above) 30% to 27% as the top podcast platform, with 39% of listeners tapping both video and audio channels.
However, host trust is fragile, as 59% of consumers felt a personal connection to their regular podcast presenters. Yet, 61% said they would trust a host less after an inauthentic promotion. Among listeners, 49% of respondents expected to check out more podcasts in the future, and 46% said they would reject AI-hosted or heavily AI-generated podcasts.
“What makes podcasts different from every other channel is the relationship listeners build with hosts over time,” said Anna Peck, Clutch analyst. “That relationship is the asset, and it’s remarkably easy to damage with one promotion that doesn’t feel right. Brands that treat podcast partnerships like a media buy are missing what actually makes the channel work.”
