Podcast listeners are driven by an interest in learning new information. Perhaps this is why the majority of podcast ads we’ve tested in this study outperform even video pre-roll in driving key brand metrics. The most effective podcast ads tested were host read, capitalizing on podcast listeners’ strong relationships with their favorite hosts.

Podcast Listeners Want to Learn Something

When asked to select the reasons why respondents listen to podcasts, 66% selected “to learn something new” while less than 10% selected “to get closer with friends and family.” Nearly half indicated they listen to podcasts to relax and to be an informed citizen.