7 Reasons Listeners Trust Podcasts: Why to Advertise

Podcast advertising is transforming the way brands connect with consumers. With 158M monthly listeners in the US and a remarkable 49% increase in consumption over the last five years, podcasts have evolved from a niche form of entertainment to one of the most effective channels for reaching highly engaged audiences.

Listener trust is a significant factor of this medium’s growth. Consumers trust podcasts for their authenticity, transparency, and opportunity to uniquely connect with hosts. This trust doesn’t stop when the headphones come off—translating into consumer action post-episode. Let's explore why podcast listeners are so engaged and how your brand can benefit from this rapidly expanding medium.

1. Listeners See Podcasts as Authentic, Unlike Social Media 

Consumer trust is everything in advertising, and podcasts deliver. Compared to social media, audiences feel podcasts are 2.5x more trustworthy. On platforms like Instagram or TikTok, content can often feel polished, curated, or staged. Add in a heavy news cycle, AI-driven content, and the high potential for misinformation, and there’s even more doubt about the brand safety of social platforms. Heavily edited content leaves audiences skeptical of the content’s authenticity. Podcasts, by contrast, feel more organic. 

Hosts have the freedom to share their unscripted thoughts and show their authentic personality, creating candid content that deeply resonates with listeners. This raw, unfiltered dynamic makes listeners feel like they’re part of an honest dialogue—with ads becoming a natural extension.

2. Listeners Value Transparency and Authenticity 

Podcasts offer a level of honesty and transparency that can be rare, and the hosts play a large role. In fact, a staggering 70% of podcast listeners note that they value the transparency and authenticity of their favorite creators. Whether it’s Conan discussing a humorous, personal experience or Owen Thiele offering uncensored takes on pop culture, hosts build credibility by staying genuine.

For advertisers, this trust seamlessly spills over into host-read ads, a native ad where hosts deliver the brand message themselves with the same level of candor. Host reads aren’t solely about selling a product; they’re about sharing a recommendation with an audience that already trusts the host’s opinions—and are therefore more likely to take action.

3. Hosts Offer a Deep Connection That Traditional Media Personalities Lack 

The deep connection between the host and their audience sets podcasts apart from traditional media like TV or radio. With a whopping 65% of listeners feeling a personal connection to their favorite hosts, the bond is undeniable. And 42% say hosts provide a sense of connection that traditional media personalities simply can’t match. Podcast hosts offer more than entertainment, delivering life advice, education, and shared passions. 

Why is this relationship so special? Because podcast hosts often share personal stories, show vulnerability, and engage with their listeners in an intimate, one-on-one format. This relationship isn’t one-sided, with active communities and fandoms thriving. Listeners can increasingly connect with hosts (and fellow fans) via email, social media, and in-person events—further personalizing the podcast experience. 

4. More Is More—Fans Follow Hosts on Multiple Channels 

Speaking of the multiple ways listeners can interact with hosts, the bond doesn’t stop after the audio ends. Podcasts are no longer single-medium brands but full-fledged media empires. Listeners connect with hosts on Instagram, YouTube, Twitter, TikTok, and more, becoming a fandom of hundreds of thousands or millions of followers across channels.

This omnichannel presence provides a unique opportunity for advertisers. Not only can you reach audiences through various podcast ad types, but you can also extend your campaigns to social media and video for greater impact. The +36% growth in podcast consumption across social media over the last two years is proof of how effective this integrated approach can be.

5. Increasing Video Formats Highlight Emotions

While audio-only formats of podcasts remain the foundation of the medium, video podcast formats have seen a sharp rise in popularity. Almost half of podcast listeners are also video podcast viewers, and nearly two in three say they enjoy seeing the reactions and emotions of the hosts and guests.

The rising popularity of video podcasts creates an opportunity for brands to connect with consumers on a deeper level. When viewers are face-to-face (or screen-to-screen) with hosts and their guests, seeing them add signature flair and emotion to product endorsements, this creates an extra human element that resonates with audiences. 

6. Product Endorsements That Feel like Recommendations from Friends 

While ads that appear out of place or don’t match the audience context can interrupt the listening experience, podcast ads, especially host-read ads, blend seamlessly into the content. When a podcast host endorses a product, it doesn’t feel like an ad. It feels like a recommendation from a friend, with 45% of listeners more likely to buy products endorsed by their favorite hosts. Listeners look up to hosts, or even want to be like them, making the host’s recommendation hold even more weight. 

Through host reads, creators can share personal anecdotes or experiences with products or brands, making ads feel more relatable and authentic. With 75% of listeners preferring ads voiced by the host, this approach can drastically increase conversion rates.

7. Trust Leads to Action 

Advertisers are seeing real results with podcasts because of the trust listeners place in them. An impressive nine in 10 podcast listeners take any action after hearing a podcast ad, whether it’s researching a product, visiting a website, making a purchase, and more. For brands, there’s no better way to inspire their target audience to act than through this channel. 

Housing Trusted Voices and Top Content 

Our podcast network delivers unmatched opportunities for advertisers, offering a massive and engaged audience alongside premium, authentic content. When you partner with us, here’s what you access (for starters). 

Massive Reach

With over 70M monthly podcast listeners, we connect with two in five podcast listeners in the US each month (and you can, too).

Leading with Women

We’re the #1 podcast network among women, making us the ideal platform to target this key demographic—whether your target audience loves Scam Goddess or Rotten Mango.

Top-Tier Audiences

Our network draws in highly educated, successful, and young listeners, promising a valuable audience for your brand.

Popular and Credible Shows

We have more shows in the top 50 than any other network, with hit shows spanning every genre—from true crime and comedy to everything in between.

Award-Winning Talent

With adored hosts like Mel Robbins, Neil deGrasse Tyson, Joel Kim Booster, and more, our network attracts loyal followers who come back every week to engage with their favorite creators.

Start Your Podcast Advertising Journey with SiriusXM Media

The power of podcast advertising lies in trust, authenticity, and the deep connections between hosts and listeners. By partnering with the SiriusXM Podcast Network, you’ll tap into a dynamic medium that excels at connecting brands with listeners and turning trust into action. Brands that advertise with us benefit from the compounded power of trusted voices, diverse formats, and cross-platform opportunities to engage with audiences wherever they are.

Ready to leverage the power of podcast advertising? Let’s talk. 

Learn More About Podcast Advertising