Audio podcasts generate the highest levels of trust and the lowest rates of skepticism of any ad-supported content format, but that trust converts into purchases and other actions at a lower rate than video podcasts, according to a new report from Sounds Profitable.
The study, “The Podcast Atlas 2026,” surveyed 5,061 U.S. adults who used at least one ad-supported creator or media platform in the past 30 days, with data collected by Signal Hill Insights.
The report’s central thesis is that podcasting has evolved into what it calls a “federation of interconnected creator-led experiences,” made up of five distinct territories: audio podcasts, video podcasts, clips, social platforms, and newsletters. Each territory performs a different function in the advertising value chain, and the report argues no single one captures the full value of the ecosystem on its own.
Audio Leads on Trust, Trails on Reach
Audio podcasts reach 36% of ad-supported-platform users monthly, trailing YouTube (82%), Facebook (80%), Instagram (62%), and TikTok (50%). But among listeners who engage most with the format, audio rates highest on factual accuracy (58% top-2-box), ahead of video podcasts (55%) and YouTube (50%). Audio also posts the lowest rate of ad-claim skepticism of any platform measured, at 31%, compared with 42% for Facebook and 43% for X/Twitter.
Listening happens mostly in hands-busy, screen-free moments: 48% of audio listeners cite exercising or walking as a top context, followed by housework (47%) and commuting (42%). Seventy-seven percent of audio listeners report full or mostly full attention while listening, and 71% finish an episode almost always or more than half the time.
Among audio’s most engaged listeners, 27% say audio podcast creators are primarily or mostly motivated by helping their audience, the highest share of any platform and well above Facebook’s 17%. Host-read ads are the preferred ad format among 35% of podcast listeners overall, versus 12% who say they don’t notice a difference between formats.
Video Podcasting Converts at a Higher Rate
Video podcasts post the highest attention levels of any format in the study, with 81% of viewers reporting full or mostly full attention, ahead of audio podcasts (77%) and clips (74%). Video also edges out audio on trust dimensions including transparency (57% vs. 53%) and useful information (54% vs. 50%), and it converts that trust into behavior at a modestly higher rate across every measured post-ad action, including immediate purchase (15% vs. 10%) and searching for brand information (35% vs. 34%).
Compared with YouTube specifically, video podcasts outperform on five of six measured ad-experience attributes, including being seen as more authentic and natural (50% vs. 45%) and less disruptive (38% vs. 32%), with YouTube leading only on personalization (40% vs. 38%).
Among people who consume both formats, preference splits fairly evenly: 37% prefer video, 29% prefer audio, and 34% report no preference.
Clips Function as the Top of the Funnel
Eighty-nine percent of podcast listeners watch clips on at least one social platform, and 72% do so often or always. YouTube (67%) and TikTok (63%) see the highest rates of frequent clip consumption. The report frames clips as a discovery mechanism rather than a standalone ad environment: 81% of clip viewers say clips lead them to watch a specific episode at least sometimes, and 84% say clips lead them to become a regular listener at least sometimes, though only about a third report either outcome happening often or always.
Social Platforms Supply Reach, Newsletters Supply Retention
Social platforms remain the primary distribution infrastructure for podcast content: 64% of podcast listeners consume podcast content on YouTube at least as often, more than double the rate on Spotify (28%) or Apple Podcasts (18%). But 61% of YouTube users say the platform runs too many ads, and Facebook, despite leading on reach (80% monthly, 88% daily among monthly users) and being the most-used platform overall (66%), posts the lowest trust scores in the study, including 36% on factual accuracy and 40% who say creators are primarily motivated by money.
Newsletters, by contrast, are positioned as a re-engagement channel rather than a discovery one. Only 39% of podcast listeners currently subscribe to at least one podcast-related newsletter, leaving 61% lapsed or never subscribed. Among current subscribers, though, 87% say newsletters lead them to listen to an episode at least sometimes.
The Creator as Connective Tissue
The report’s closing argument is that no individual territory captures the full advertising value of the ecosystem, and that the creator relationship is what holds the different formats together. Seventy-three percent of listeners say they would follow a host from audio to video, and 71% would follow a host from long-form into short clips.
Image source: Sounds Profitable The full report is available here
Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.
Audio podcasts generate the highest levels of trust and the lowest rates of skepticism of any ad-supported content format, but that trust converts into purchases and other actions at a lower rate than video podcasts, according to a new report from Sounds Profitable.
The study, “The Podcast Atlas 2026,” surveyed 5,061 U.S. adults who used at least one ad-supported creator or media platform in the past 30 days, with data collected by Signal Hill Insights.
The report’s central thesis is that podcasting has evolved into what it calls a “federation of interconnected creator-led experiences,” made up of five distinct territories: audio podcasts, video podcasts, clips, social platforms, and newsletters. Each territory performs a different function in the advertising value chain, and the report argues no single one captures the full value of the ecosystem on its own.
Audio Leads on Trust, Trails on Reach
Audio podcasts reach 36% of ad-supported-platform users monthly, trailing YouTube (82%), Facebook (80%), Instagram (62%), and TikTok (50%). But among listeners who engage most with the format, audio rates highest on factual accuracy (58% top-2-box), ahead of video podcasts (55%) and YouTube (50%). Audio also posts the lowest rate of ad-claim skepticism of any platform measured, at 31%, compared with 42% for Facebook and 43% for X/Twitter.
Listening happens mostly in hands-busy, screen-free moments: 48% of audio listeners cite exercising or walking as a top context, followed by housework (47%) and commuting (42%). Seventy-seven percent of audio listeners report full or mostly full attention while listening, and 71% finish an episode almost always or more than half the time.
Among audio’s most engaged listeners, 27% say audio podcast creators are primarily or mostly motivated by helping their audience, the highest share of any platform and well above Facebook’s 17%. Host-read ads are the preferred ad format among 35% of podcast listeners overall, versus 12% who say they don’t notice a difference between formats.
Video Podcasting Converts at a Higher Rate
Video podcasts post the highest attention levels of any format in the study, with 81% of viewers reporting full or mostly full attention, ahead of audio podcasts (77%) and clips (74%). Video also edges out audio on trust dimensions including transparency (57% vs. 53%) and useful information (54% vs. 50%), and it converts that trust into behavior at a modestly higher rate across every measured post-ad action, including immediate purchase (15% vs. 10%) and searching for brand information (35% vs. 34%).
Compared with YouTube specifically, video podcasts outperform on five of six measured ad-experience attributes, including being seen as more authentic and natural (50% vs. 45%) and less disruptive (38% vs. 32%), with YouTube leading only on personalization (40% vs. 38%).
Among people who consume both formats, preference splits fairly evenly: 37% prefer video, 29% prefer audio, and 34% report no preference.
Clips Function as the Top of the Funnel
Eighty-nine percent of podcast listeners watch clips on at least one social platform, and 72% do so often or always. YouTube (67%) and TikTok (63%) see the highest rates of frequent clip consumption. The report frames clips as a discovery mechanism rather than a standalone ad environment: 81% of clip viewers say clips lead them to watch a specific episode at least sometimes, and 84% say clips lead them to become a regular listener at least sometimes, though only about a third report either outcome happening often or always.
Social Platforms Supply Reach, Newsletters Supply Retention
Social platforms remain the primary distribution infrastructure for podcast content: 64% of podcast listeners consume podcast content on YouTube at least as often, more than double the rate on Spotify (28%) or Apple Podcasts (18%). But 61% of YouTube users say the platform runs too many ads, and Facebook, despite leading on reach (80% monthly, 88% daily among monthly users) and being the most-used platform overall (66%), posts the lowest trust scores in the study, including 36% on factual accuracy and 40% who say creators are primarily motivated by money.
Newsletters, by contrast, are positioned as a re-engagement channel rather than a discovery one. Only 39% of podcast listeners currently subscribe to at least one podcast-related newsletter, leaving 61% lapsed or never subscribed. Among current subscribers, though, 87% say newsletters lead them to listen to an episode at least sometimes.
The Creator as Connective Tissue
The report’s closing argument is that no individual territory captures the full advertising value of the ecosystem, and that the creator relationship is what holds the different formats together. Seventy-three percent of listeners say they would follow a host from audio to video, and 71% would follow a host from long-form into short clips.
Image source: Sounds Profitable
The full report is available here
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