🎧 An Acast study reveals that 98% of global marketers working for direct-to-consumer brands believe podcasts are a successful way to reach consumers.

The largest independent podcast company in the world, Acast, released today the findings of a recent study that looks at the shopping and marketing habits of direct-to-consumer (DTC) brands in the US, UK, and Canada. Podcasts are the most effective audio medium for marketers looking to reach direct-to-consumer (DTC) shoppers, according to the study. In fact, podcasting is effective in reaching relevant consumers, according to 98% of DTC marketers worldwide and 99% in the US.

Notably, listeners to podcasts in all three markets concur that podcasts work well as a medium for direct-to-consumer brands. 88% of DTC shoppers are probably satisfied with the purchases they made thanks to podcast advertising, per Acast's research. That figure rises to 90% when more precise search.

This recent study by Acast proves the value of host-read podcast advertising for both brands and consumers. According to the study, 99% of DTC marketers who advertise on podcasts agree that product endorsements are important in building trust with consumers. This is supported by the near 50% of podcast listeners who say they rarely will buy a new product without an endorsement from someone they trust. Overall, podcast listeners are 7% more likely than the average DTC shopper to agree that they rarely buy a new product without a product endorsement.

“At Acast, we know the effectiveness of podcast advertising for brands of all kinds around the globe. Looking beyond host-read content, Acast has led the industry in adtech advances that ensure listeners receive the most relevant advertising for their unique listening journey,” said Director of Research and Insights at Acast Tommy Walters.

In fact, according to the study, podcast listeners across all three markets agree that podcast advertising is the most relevant form of audio advertising – outpacing both radio and streaming music. Furthermore, nearly 40% of listeners say that in recent years podcast advertising has become even more relevant, compared to just 24% who say radio has become more relevant.

Additionally, as markets around the globe continue to adjust to the macro and socio economic challenges of recent years, more than half of shoppers across all tested mediums say they are now more price-sensitive due to inflation.

These findings point to the increasing necessity and effectiveness of targeting solutions like Acast’s first-party data targeting, Conversational Targeting, geotargeting, consumer behavior targeting, and more.

About Acast

Since 2014, Acast has been creating the world’s most valuable podcast marketplace, building the technology which connects podcast creators, advertisers and listeners. Its marketplace spans more than 100,000 podcasts, 2,300 advertisers and 400 million monthly listens. Crucially, those listens are monetized wherever they happen - across any podcasting app or other listening platform.

The company operates worldwide and is headquartered in Stockholm, Sweden. Acast is listed on the Nasdaq First North Premier Growth Market (ACAST.ST).

Methodology

For this report, Acast conducted two research studies in December 2023 via Attest.

One study with 450 marketing/advertising professionals who specifically market towards DTC shoppers. Within this sample of 450 marketers, 150 were from each the US, UK, and Canada and were 58% male and 42% female.

The second study consisted of 900 consumers that typically shop online directly from a company’s website. Within this sample of 900 consumers, 300 were from each the US, UK, and Canada and 50% were male and 50% female.

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