Quill report provides insights on growing trend of podcasts shaping Americans’ views on brands and services

Research by Quill, in partnership with Ipsos, finds that one-third of Americans report having changed their opinions on a topic or brand discussed in a podcast, with 35% being males and 50% being those ages 18-34.

42% go as far as to say they, to some degree, trust podcasts more than traditional forms of media such as TV or newspapers.

A survey of 1,000 people also shows that 56% say the endorsement by the host of the podcast influences their trust in a product or service to some degree, with men (60%) and those aged 18-34 (62%) most likely to be influenced by host endorsements.

42% trust or somewhat trust information presented on podcasts compared to traditional forms of media. Whereas 37% feel about the same toward podcasts as they do traditional forms of media such as TV or newspapers. 

Trust in offerings sponsored by a brand is primarily driven by transparency or clear disclosure of sponsorship (54%), followed by expert guests or a diversity of perspectives (46%). 

Three in five Americans listen to podcasts (59%). Among them, one-third discover them through social media (34%), and over one quarter do so through recommendations from friends (30%), or by searching online (24%). 

44% of Americans have or have considered purchasing a product or service they heard about on a podcast, with those ages 18-34 having purchased or considered purchasing most (66%).

“This survey reassures how important trust is for effective storytelling, and the unique power podcasts have to instil trust and influence opinions on critical topics from politics to personal values,” says Fatima Zaidi, Founder and CEO at Quill.

“In a world where we are constantly bombarded with information, we are committed to showcasing how authentic storytelling can spark meaningful conversations and reshape perspectives on topics and brands, driving real change in how people think and engage with important issues.”