The Podcast Influence
RESEARCH
The podcast listening habits of Registered Voters in the United States.
How do Podcasts influence Registered Voters in the U.S.?
Every year, Voxtopica fields the only podcast survey that focuses entirely on the listening habits of registered voters in the U.S. The survey demonstrates that registered voters are heavy podcast listeners who trust podcasts more than any other medium for news and information.
In addition:
Voters pay more attention to politicians when they're guests on podcasts than on other media.
Podcasts significantly influence Black, Hispanic, and voters aged 18-34, with the majority stating that the medium affects their views of people and topics in the news.
Half of voters have a favorable view of political candidate ads on podcasts.
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Read about the Podcast Influence survey in Campaigns & Elections!
Top Line Results
49%of registered voters surveyed listen to podcasts weekly, compared to 37% of the general public.
85%of respondents trust the news and information they get from podcasts. That’s more than they trust any other media.
78%of respondents say podcast influence them to learn more about the topics and issues in the news.
“Podcasts played a pivotal role in swinging key voting blocs toward President Donald Trump in the 2024 election and could hold the key for Democrats seeking to rebuild their splintered political coalition in next year’s midterms.
New polling from the podcast agency Voxtopica and audio research firm Signal Hill Insights, shared with Campaigns & Elections, paints a picture of how podcasts helped shape the contours of the last presidential race. And as Democrats try to revamp their strategy and message ahead of the 2026 midterms and 2028 presidential election, the data offers some clues about what happened in 2024 and makes the case for why politicians should more readily embrace podcasting as a voter outreach tool. “