A survey of 3,000 U.S. adults commissioned by Amazon’s Wondery found that 81% of fans who regularly watch or listen to creator-hosted podcasts trust the host as much as or more than their own friends, with 44% saying they trust the host more.
The research, conducted by SmithGeiger Group in June 2026, surveyed adults ages 18 to 64 who regularly watch or listen to hosted podcasts or online series, with findings split across Gen Z, Millennial, and Gen X respondents.
Familiarity Precedes Fandom
Eight in 10 surveyed fans were already familiar with the host of their favorite show before tuning in, and 48% described themselves as very familiar and already a fan.
Fans track an average of four to five shows regularly, and nearly three in four said these shows feel more matched to their personal interests than serialized programming because hosts offer real and candid conversation. Two-thirds have followed their favorite show for at least a year, and 93% of fans overall said they look forward to new episodes as much as their favorite TV show, a figure that holds at 90% even among fans who discovered the show within the past year.
Viewing habits skew generational. Gen Z and Millennial fans were significantly more likely than Gen X fans to stream creator-hosted podcasts on TV screens, at 33% and 30% versus 25%, respectively. Across generations, 70% of fans said they move fluidly between audio and video depending on the moment, choosing audio for commutes and chores.
Clips Drive Discovery, Not Just Awareness
The report identifies short clips as the top driver of new show discovery, citing them as nearly twice as effective as word of mouth. Among fans who watch clips, 95% said they take some action afterward: 41% talk about the clip, 37% share it directly, and 24% recall seeing a brand or logo within the clip itself.
Trust Transfers, but Repetition Is the Condition
Nine in 10 fans cited the host as the leading reason they keep tuning in, and 85% said the host feels like a friend, with half saying they strongly agree with that characterization. Given that level of trust, 76% said they don’t mind hearing ads in their favorite show if it supports the host, and nearly two-thirds said they trust the host’s voice over a brand message on its own.
But the data shows that trust in a host doesn’t automatically extend to a brand on a single exposure. For half of surveyed fans, a one-off brand mention signals that the host may not actually use or like the product, a skepticism that rises to 59% among Gen Z and 54% among Millennials. Repetition changes the calculus: 71% said a brand appearing across multiple episodes feels like a genuine partnership rather than an ad read, and 78% said that kind of sustained presence changes how they think about the brand, including 70% who said it makes them more likely to trust the brand and 67% who said it makes them more likely to try it. Two in three fans also said they associate a brand with its host or show when they encounter it elsewhere in daily life.
Wondery separately cited a Nielsen Brand Lift Meta Analysis of more than two dozen cross-platform campaigns it commissioned, indexed against Nielsen’s Q2 2026 ad-authenticity norm. Campaigns rated above that norm for authenticity showed a 148% lift in familiarity, a 57% lift in affinity and a 52% lift in purchase intent compared with campaigns rated below it.
The Relationship Extends Past the Episode
Fans engage with their favorite host across an average of five touchpoints beyond the show itself, most commonly following the show’s social accounts (57%) and the host’s other media appearances (57%), followed by watching livestreams (55%).
Nearly three in five fans said they have attended or want to attend a live event tied to their favorite show, and over half have traveled for one. Fifty-five percent have bought or want to buy host- or show-related merchandise, though a third said they haven’t yet had the opportunity. Eighty-seven percent said their favorite show makes them feel part of a community built around shared interests.
Methodology: SmithGeiger Group fielded the survey for Wondery in June 2026 among 3,000 U.S. adults ages 18 to 64 who regularly watch or listen to hosted podcasts or online series, defined as shows where a host or hosts discuss different topics across episodes, alone or with a guest. The sample was balanced evenly between men and women, with 30% Gen Z, 40% Millennial, and 30% Gen X respondents, and targeted for representativeness by U.S. region and ethnicity. Respondents answered questions about a single show and host based on their stated favorite.
Image source: Wondery The full report is availablehere
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.
A survey of 3,000 U.S. adults commissioned by Amazon’s Wondery found that 81% of fans who regularly watch or listen to creator-hosted podcasts trust the host as much as or more than their own friends, with 44% saying they trust the host more.
The research, conducted by SmithGeiger Group in June 2026, surveyed adults ages 18 to 64 who regularly watch or listen to hosted podcasts or online series, with findings split across Gen Z, Millennial, and Gen X respondents.
Familiarity Precedes Fandom
Eight in 10 surveyed fans were already familiar with the host of their favorite show before tuning in, and 48% described themselves as very familiar and already a fan.
Fans track an average of four to five shows regularly, and nearly three in four said these shows feel more matched to their personal interests than serialized programming because hosts offer real and candid conversation. Two-thirds have followed their favorite show for at least a year, and 93% of fans overall said they look forward to new episodes as much as their favorite TV show, a figure that holds at 90% even among fans who discovered the show within the past year.
Viewing habits skew generational. Gen Z and Millennial fans were significantly more likely than Gen X fans to stream creator-hosted podcasts on TV screens, at 33% and 30% versus 25%, respectively. Across generations, 70% of fans said they move fluidly between audio and video depending on the moment, choosing audio for commutes and chores.
Clips Drive Discovery, Not Just Awareness
The report identifies short clips as the top driver of new show discovery, citing them as nearly twice as effective as word of mouth. Among fans who watch clips, 95% said they take some action afterward: 41% talk about the clip, 37% share it directly, and 24% recall seeing a brand or logo within the clip itself.
Trust Transfers, but Repetition Is the Condition
Nine in 10 fans cited the host as the leading reason they keep tuning in, and 85% said the host feels like a friend, with half saying they strongly agree with that characterization. Given that level of trust, 76% said they don’t mind hearing ads in their favorite show if it supports the host, and nearly two-thirds said they trust the host’s voice over a brand message on its own.
But the data shows that trust in a host doesn’t automatically extend to a brand on a single exposure. For half of surveyed fans, a one-off brand mention signals that the host may not actually use or like the product, a skepticism that rises to 59% among Gen Z and 54% among Millennials. Repetition changes the calculus: 71% said a brand appearing across multiple episodes feels like a genuine partnership rather than an ad read, and 78% said that kind of sustained presence changes how they think about the brand, including 70% who said it makes them more likely to trust the brand and 67% who said it makes them more likely to try it. Two in three fans also said they associate a brand with its host or show when they encounter it elsewhere in daily life.
Wondery separately cited a Nielsen Brand Lift Meta Analysis of more than two dozen cross-platform campaigns it commissioned, indexed against Nielsen’s Q2 2026 ad-authenticity norm. Campaigns rated above that norm for authenticity showed a 148% lift in familiarity, a 57% lift in affinity and a 52% lift in purchase intent compared with campaigns rated below it.
The Relationship Extends Past the Episode
Fans engage with their favorite host across an average of five touchpoints beyond the show itself, most commonly following the show’s social accounts (57%) and the host’s other media appearances (57%), followed by watching livestreams (55%).
Nearly three in five fans said they have attended or want to attend a live event tied to their favorite show, and over half have traveled for one. Fifty-five percent have bought or want to buy host- or show-related merchandise, though a third said they haven’t yet had the opportunity. Eighty-seven percent said their favorite show makes them feel part of a community built around shared interests.
Methodology: SmithGeiger Group fielded the survey for Wondery in June 2026 among 3,000 U.S. adults ages 18 to 64 who regularly watch or listen to hosted podcasts or online series, defined as shows where a host or hosts discuss different topics across episodes, alone or with a guest. The sample was balanced evenly between men and women, with 30% Gen Z, 40% Millennial, and 30% Gen X respondents, and targeted for representativeness by U.S. region and ethnicity. Respondents answered questions about a single show and host based on their stated favorite.
Image source: Wondery
The full report is available here
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