Podcasting for Influence 2025: Trends & Strategy

Podcast listenership is growing rapidly worldwide, with South Africa leading at 68%. The fastest growth is observed among older adults (55+), whose monthly listening increased from 22% in 2020 to 27% in 2024. Globally, podcast consumption varies by region.

Top 3 Countries in each region where Podcasts listened to:

Research & Mapping

To effectively engage with podcast audiences, we first need to map out influential voices. This analysis should consider factors such as reach, political leanings and key issues related to climate (and other relevant topics). This will help us:

• Identify key allies and potential threats.
• Pinpoint gaps in messaging and opportunities for influence.

The end goal is to create a comprehensive media landscape map similar to Ad Fontes Media, though potentially in a static format to keep costs manageable.

Currently, we can use free tools such as Listener Notes and Podchaser Alerts to search for podcasts and individual podcast episodes based on keywords and set up email alerts using those keywords. 

However, this is not particularly helpful as it’s not possible to filter podcasts by nation, language or popularity. Furthermore, the free version of these tools does not give us the contacts for pitching podcasts—this is a paid service from Podchaser. Currently, this has to be done manually, as podcasters are also not picked up by GSCC’s journalist databases like MuckRack. 

Strategic Pillars

Could potentially rest on four key pillars:

1. Engaging Unlikely Allies

Some influencers may not align fully with progressive values but have taken favourable stances on key issues. Engaging with them—or leveraging their content—can be a powerful way to reach new audiences. Example: Joe Rogan, a Trump supporter, has at times taken progressive positions on climate change - (see example).

2. Activating Silent Allies

Many progressive voices with significant reach are not actively discussing climate or other key issues. Encouraging them to engage could be highly impactful. Example: Kara Swisher and Scott Galloway have influence but don’t focus extensively on climate. Targeted engagement could bring them into the conversation.

3. Amplifying Existing Progressive Voices

Some strong progressive commentators have plateaued in reach. A dedicated effort to amplify their content and introduce them to new audiences could revitalise their impact. Example: Mehdi Hasan is well-known but could benefit from broader exposure to audiences who align with his views but aren’t currently engaged with his content.

4. Borrowing from the Right-Wing Playbook

The right has, in part, successfully grown media influence by curating and amplifying key messages through strategic clipping and anonymous or independent accounts. We are very much behind in this approach - Experiment idea: Consider launching an anonymous content curation account that shares clips from unexpected voices to challenge narratives and engage new audiences.

Potential formats of engagement 

Pitching stories and spokespeople  

Pitching podcasts is similar to pitching journalists, as many podcasts are hosted by journalists or affiliated with traditional media outlets. They often air on radio in addition to being available as podcasts. However, reaching independent or non-journalist podcasters requires a different approach, including tailored outreach, relationship-building, and understanding the specific format and audience of each show. There are various guides available on best practices for podcast pitching. Podcast outreach typically falls within earned media rather than digital marketing teams.

Unlike broadcast or online news segments, many podcasts conduct long-form interviews, often lasting an hour or more, which place a strong emphasis on eloquence, charisma, and storytelling. While academics are frequently featured on news-focused podcasts, we should consider whether specific spokespeople are better suited for this format—such as engaging subject-matter experts with strong narrative skills (e.g., the firefighter equivalent of Jocko Willink)—or whether media training is necessary to prepare them for the conversational nature of podcast interviews.

Forms of advertising and promotion on podcasts:

Host-Read Ads

The podcast host reads host-read ads, which are seamlessly integrated into the episode. The host may endorse the product or service, making the ad more organic and engaging. These ads create a personal connection with the audience, as the host is a trusted figure. They account for 55% of podcast ad revenue. 

Pros:

• Highly engaging and trusted by listeners.
• It can align naturally with the podcast’s theme and audience.
• Personalised touch improves recall and conversion.

Cons:

• Higher cost than other ad formats.
• Requires strong alignment between brand and host.

Announcer-Read Ads

These ads are read by a professional announcer, often pre-produced and inserted into the podcast. Unlike host-read ads, they are more standardised and lack the personal endorsement of the podcast host. They account for 40% of podcast ad revenue. (Source: IAB, 2024 - IAB Report)

Pros:

• Professional, consistent, and scalable.
• Less expensive than host-read ads.

Cons:

• Lacks the personal endorsement of host-read ads.
• May not engage audiences as effectively.

Brand or Agency-Read Ads

These ads are created and produced by brands or agencies and then placed within podcasts. They account for 3% of podcast ad revenue. (Source: IAB, 2024 - IAB Report)

Pros:

• Provides complete control over messaging and branding.
• Ensures high production quality.

Cons:

• Typically less engaging compared to host-read ads.
• Limited impact due to lower audience trust.

Programmatic Podcast Ads

These ads are placed dynamically across multiple podcasts rather than being tied to specific episodes. (Source: Podnews, 2024 - Podnews)

Pros:

• Cost-effective and scalable.
• No need for disclaimers.
• Can be used for foreign-language ads in popular English-language podcasts.

Cons:

• Lower audience engagement compared to host-read ads.
• Lack of endorsement reduces impact.

Paid Partnerships with Individual Podcasts

Custom-tailored messaging and brand integration within specific podcasts, often negotiated with podcast hosts. This method allows for deeper brand integration and potential long-term relationships with podcasters.

Pros:

• More organic brand integration.
• Higher engagement compared to programmatic ads.

Cons:

• Costs vary depending on the podcast’s reach and audience engagement.

Custom Ads with Individual Podcasts

These ads involve unique formats explicitly created for a podcast, including interviews, sponsorships, and storytelling integrations. They may involve deeper brand storytelling or co-branded content, offering a more immersive advertising experience.

Pros:

• Highly customisable to match the podcast’s style.
• Can include in-depth brand storytelling.

Cons:

• Higher production costs.
• Requires close collaboration with podcast creators.

Effectiveness of Podcast Advertising

Podcast advertisements can enhance awareness by 13 percentage points, with an aided recall rate of 71%. Research indicates that 72% of listeners have visited an advertiser's website after hearing endorsements, and 62% have made a purchase based on these recommendations. 

Additionally, data from Podscribe's Q3 2024 performance benchmark report reveals that longer ad reads are more cost-effective, offering better returns on investment for advertisers. While host-read ads generally perform better, their higher costs mean the cost-per-acquisition/listener is comparable to that of produced spots. 

Judging the success of podcast engagement 

Accurately measuring podcast engagement presents several challenges due to inconsistencies across platforms and the limitations of available metrics.

Accurately measuring podcast engagement presents challenges due to platform inconsistencies and varying data accessibility. Here's an overview of metrics available to podcast creators and external parties:

Metrics Available to Podcast Creators:

• Total Downloads: While commonly tracked, download counts may not accurately reflect actual listens, as they don't confirm that the content was played.
• Unique Listeners: This metric indicates the number of distinct individuals who have listened to an episode, offering a clearer picture of audience size.
• Consumption Rate: Reflects the percentage of an episode that listeners consume before dropping off, providing insights into content engagement. citeturn0search0
• Listener Demographics: Information on listeners' geographic locations, devices used, and preferred platforms, aiding in targeted content creation. citeturn0search3

Metrics for External Parties:

• Social Media Interactions: Engagements such as shares, comments, and likes can provide insights into audience interest and reach.
• Mentions in Blogs and News Outlets: References to podcast episodes in written media can indicate a broader impact. However, it's important to recognise that these audiences may differ from the podcast's primary listeners.
• YouTube Metrics: With many podcasts now available on YouTube, video view counts and engagement statistics serve as valuable proxies for listener interest. Notably, YouTube has become a leading platform for podcast consumption, with around 30% of weekly podcast listeners using it.

Enhanced Measurement Tools:

• Podchaser: Recognized as a comprehensive and authoritative podcast database, Podchaser offers detailed insights into podcast metrics. In 2022, Acast acquired Podchaser, integrating its extensive data to enhance podcast discoverability and analytics.
• Podscribe: This service provides advanced analytics, including pixel-based attribution and conversion metrics, enabling precise tracking of listener engagement and advertising effectiveness.

Potential orgs to speak to who could provide insights

Several organisations are already working on related initiatives and could provide valuable insights or partnership opportunities:

Good Information Inc.

• Focuses on combating misinformation by supporting pro-democracy media initiatives.
• Left-leaning, funded by figures like George Soros and Reid Hoffman.
• Acquired Courier Newsroom to strengthen local journalism and counter right-wing disinformation.

Reset.Tech

• Works on holding tech platforms accountable for misinformation and ensuring digital safety.
• More neutral/public-interest-oriented, supported by organisations like the Omidyar Network.
• Has investigated disinformation networks and filed complaints against Meta regarding misinformation policies.

Blue Sky Thinking: The Long-Term Vision

The ultimate goal is to create a progressive equivalent of The Daily Wire—a powerful, well-funded media ecosystem that produces and amplifies content to effectively shape public discourse.

This would involve:

• Investing in independent progressive media voices.
• Building distribution channels that rival those of the right.
• Developing scalable content strategies that engage broad audiences.

Appendix:

References 

1. Podcast Listening in Germany. Statista. Retrieved from https://www.statista.com/statistics/1406958/podcast-listenening-germany/
2. Most Downloaded Podcasts in Latin America. Statista. Retrieved from https://www.statista.com/statistics/1133819/podcasts-latin-america/
3. Number of Podcasts and Podcast Episodes Worldwide. Statista. Retrieved from https://www.statista.com/statistics/1418185/podcasts-and-podcasts-episode-worldwide/
4. News Podcast Access Worldwide. Statista. Retrieved from https://www.statista.com/statistics/1391735/news-podcast-access-worldwide/
5. Podcast Penetration in European Countries. Statista. Retrieved from https://www.statista.com/statistics/1458377/podcast-penetration-countries-europe/
6. Podcast Listeners in Selected Countries in Latin America 2023-2027. Statista. Retrieved from https://www.statista.com/statistics/1458370/podcast-listeners-countries-latin-america/
7. Podcast Listeners in Europe by Country. Statista. Retrieved from https://www.statista.com/statistics/1291333/podcast-listeners-europe-by-country/
8. The Podcast Consumer 2024. Edison Research. Retrieved from https://www.edisonresearch.com/event/the-podcast-consumer-2024/
9. Podscribe Quarterly Performance Benchmark Reports. Podscribe. Retrieved from https://podscribe.com/ppb-reports
10. Podscribe: Longer Ads Are More Cost-Effective. Podnews. Retrieved from https://podnews.net/update/podscribe-report
11. "In Emerging Media, Brand Recall is the Biggest Driver of Lift." Nielsen, 2023. https://www.nielsen.com/insights/2023/in-emerging-media-brand-recall-is-the-biggest-driver-of-lift/
12. "Podscribe: Longer Ads Are More Cost-Effective." Podnews, November 21, 2024. https://podnews.net/update/podscribe-report