One-In-Three Americans Report Having Changed Their Opinion On A Topic

As brands continue to find ways to compete for share of voice, podcasts have become an increasingly valuable medium for capturing the attention of target audiences, gaining trust, and even changing perceptions of brands or topics.

The 2024 Podcast Marketing Trust Index Report, issued by Quill Inc in partnership with Ipsos, found that one-third (33%) of Americans reported having changed their opinions on a topic discussed in a podcast, with 35% being males and 50% being those ages 18-34. This further illustrates the power of podcasting with just under half (42%) going as far to say they, to some degree, trust podcasts more than traditional forms of media such as TV or newspapers.

The report released today finds that:

IMPACT ON TRUST:

Over half (56%) Americans 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.

Just under half (42%) of Americans say they 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 podcasts sponsored by a brand is primarily driven by transparency or clear disclosure of sponsorship (54%), followed by expert guest or a diversity of perspectives (45%)

CONSUMER TRENDS:

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

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

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

“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.”

As consumers increasingly seek and value authenticity and transparency, brands need to collaborate with hosts and experts who genuinely care about the brand or topic to move the needle.

About Quill:

Quill is an industry-leading branded podcast production agency working with some of North America’s largest brands such as Walmart, Yelp, Interac and more, reaching global audiences. Through producing results-oriented, collaborative and experimental content, the company is providing podcast services that fit the needs of every brand.

Quill’s overarching mission is to increase brand reach, build new relationships and provide impactful results through compelling stories. Quill is the parent company of CoHost, a podcast analytics and audience insights platform built for brands and agencies.

Quill And Cohost Announce Key Leadership Promotions

Quill, the leading branded podcast agency, and its sister company CoHost, a cutting-edge podcast hosting, analytics and audience insights platform built for brands and agencies, announced  the promotions of three key members of their leadership team.

Alison Osborne has been promoted to Vice President of Marketing, after leading the marketing team since she was brought on in 2020. Stephanie Andrews has been appointed Vice President of Product and Product Operations, working on CoHost since its inception in 2022. And Brittany Nguyen now serves as the Director of Design, overseeing both the agency’s production and product design departments.

Alison Osborne, previously the Director of Growth Marketing, has been instrumental in shaping the marketing strategy for both brands. Her commitment to data-driven marketing approaches has driven significant growth and recognition within the industry. In her new role as VP of Marketing, Alison will be working to strengthen growth and recognition within the industry. In her new role as VP of Marketing, Alison will be working to strengthen positioning in the existing markets and lead both brands and new markets. More about Alison’s contributions can be found here.

Stephanie Andrews, in her new role as VP of Product and Product Operations, will continue to strengthen the product strategies for both brands while prioritizing a strong customer success model. With her passion for crafting user-centered digital experiences, Stephanie’s new position will capitalize on her unique ability to bridge product development and customer satisfaction. More about Stephanie can be found here.

As Director of Design, Brittany Nguyen will continue to lead sound engineering at Quill, ensuring top-notch sound quality for clients and product design, and product design at CoHost, building valuable customer experiences for all users. Brittany’s novel perspective on balancing technical requirements with creativity and user needs has played a pivotal role in defining product offerings and client content. More about Brittany can be found here.

“These promotions reflect the extraordinary contributions Alison, Stephanie, and Brittany have made to both Quill and CoHost,” says Fatima Zaidi, CEO & Founder of Quill and CoHost. “Their deep industry knowledge and commitment to innovation have been essential in our success. We are excited to see them step into these leadership roles and drive further growth and product development.”

For more information, please visit quillpodcasting.com and cophostpodcasting.com 

About Quill and CoHost

Quill is an award-winning branded podcast agency that helps leading organizations tell stories that make an impact. Their work spans across brands including Expedia Group, McKinsey & Company, PwC, TD, Emergent Biosolutions, and many more.

CoHost is a leading provider of podcast analytics and audience insights. Brands and agencies like Content Allies, JAR Audio, Expedia Group, and PwC use CoHost to measure, grow, and manage their podcasts.