New research from Global Studios: Podcast show hosts are the most trusted voices in media for Gen Z and Millennials. Download the report now.
of Gen Z and Millennial podcast show audiences have engaged with a brand as a result of a podcast show advertisement
Because I feel I choose the podcast - whereas often the TV chooses what I watch.
The research shows that podcast show audiences are open-minded and responsive to advertising. Smart brands are seizing the opportunity.
Read the Global Studios 2026 podcast show report.
Meet The Audience
We spoke to over 1000 people who watch or have watched podcast shows, aged between 18 and 80. Over 50% of our sample was aged 18-35 to really find out how Gen Z and Millennials consume podcast shows.
Millions of people watch podcast shows. Yet so many brands are still missing out. Why?
Here are the facts
%77% of all podcast show viewers have engaged with a brand as a result of a podcast show advert
%59% agree that video podcasts are replacing TV
NO.1Podcast show hosts are the no.1 most trusted voices in media
Half of all podcast show viewers watch them most days
I don't watch as much TV now … I'd rather just have a nice podcast on
There's a big opportunity to build brand salience with an audience that tunes in all the time.
Podcast show hosts are the no.1 most trusted voices in media
[GK Barry] doesn't try to put on a front ... I do trust her opinions and recommendations because of how honest I think she is
Podcast show hosts are the most trusted voice in media by their audiences. This means that when a host endorses a product, viewers feel it personally.
of Gen Z say they consume podcast shows as a mix of background viewing and active watching
I find [video podcast shows] a lot more interesting, a lot more engaging … I just prefer it.
What are the new commercial opportunities for brands as audiences shift between passive and active engagement?
of Millennials feel more positive about brands that support the podcasts they love
A brand that works with a podcast host that I like, supporting that person's career … I feel invested in that brand.
Audiences appreciate the brands that help co-create the content they watch and pay the hosts they love.
Gen Z and Millennials take more action
- Visited the website%%%
- Searched for the brand%%%
- Talked about it%%%
- Followed the brand%%%
- Purchased something%%%
Which of the following have you ever done as a result of a podcast advert?
- Total
- Gen Z (18-29)
- Millennials (30-45)
agree that services and products talked about by hosts feel like personal recommendations, not formal adverts
Advertisements on podcasts are very different to TV … they seem more reliable and trusted.
Brands will win if they can embrace the authenticity and spontaneity of podcast shows.
76% of Gen Z trust the products and services that podcast hosts recommend because they’re openly themselves
Brands don’t need to fear conversations around sex or drugs, or worry about a host swearing. The authenticity & honesty of hosts is exactly why audiences trust them.
%Gen Z
%Millennial
%All audience
Global Studios podcast shows generate millions of views annually .
Don’t waste another moment. The time to work with podcast shows is now: Start with the Global Studios podcast show report 2026.
Podcast shows are the next big thing and the current big thing
The audiences are growing and the brand opportunities are here. Download the report and discover what how you can put your brand front and centre.
Download the Global Studios 2026 podcast show report: