Podcasters dethrone social media creators

Podcasters are shaping people’s actions, beliefs, and life decisions.

Together with

The Future. In a new study by Magna and Vox Media, podcast hosts emerged as the most influential figures shaping people’s actions, beliefs, and life decisions. This could lead to a paradigm shift in how brands choose the best endorsers for their products and services.

Deep connections
People form strong attachments to their favorite podcast hosts, turning to them for guidance on both financial and personal decisions.

  • 75% of respondents (out of 2,000) placed the influence of podcasters above social media creators and mainstream celebrities.
  • Nearly 90% of Millennial respondents credited podcast hosts with influencing their beliefs.

The next wave of influencers
The report encourages brands to incorporate podcasters into their creative process and consider how their ads might be relevant to the podcaster’s audience.

  • 70% of respondents “pay more attention to podcast ads” than those on TV or their social media feeds. 
  • Over 50% have bought a product or service after hearing it advertised on a podcast.

Data talks, and it crowns the podcaster as king (and queen).

Kait Cunniff

Kait is a Chicago-raised, LA-based writer and NYU film grad. She created an anthology TV series for Refinery29 and worked as a development executive for John Wells Productions, Jon M. Chu, and Paramount Pictures. Her favorite color is orange.


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