Acast’s Incremental Impact: Unlock your brand’s podcast potential
When it comes to advertising, like many things in life, there are the necessary bits and pieces—stepping stones on our journey to the greater goal. For some of us in podcasting, influential fan-favourite talent, innovative formats and mind-blowingly creative campaigns are simply the means to the ultimate end. What is that end, you may ask? Well, this one goes out to all our research & insights brothers and sisters!
Podcasting’s transformation brings limitless opportunities for advertisers
Podcast advertising has gone through significant transformation over the last 18 months. This follows the trends seen and heard in consumption habits (see what we did there?). Whilst audio is still the most dominant means in which we consume podcasts, the ecosystem has drastically evolved. When it comes to podcasting, audiences now listen, watch, like, follow, subscribe and attend. For brands, this has opened up limitless opportunities to connect with audiences.
But beyond all the glitz and glamour, one area of podcast advertising has been left largely unexplored. So, channeling our inner Indiana Jones, Acast Insights UK embarked on a journey to discover one of podcasts' great mysteries. What role do podcasts play in the wider media mix?
Acast’s Incremental Impact Study
No great explorer can carry out an expedition like this alone, so Acast partnered with Nielsen to undertake a first of its kind study into how podcasts add value to multi-channel campaigns. The aim was simple; Acast wanted to find out:
- How Acast podcasts add incremental reach to other media channels
- How podcasts in general add incremental reach to other media channels
- How each of audio and video podcasts perform against key campaign metrics
It was from these humble beginnings that Acast’s Incremental Impact Study was born.
Acast and Nielsen surveyed a 3,501 strong UK 18+ nationally representative audience. This provided a comprehensive analysis of media consumption & podcast habits, enabling us to uncover insights to inform the industry. So, what did we discover?
Key findings of Acast’s Incremental Impact Study
Acast podcasts add incremental reach to other media channels (audio and video podcasts)
- Acast podcasts reach 80% of weekly UK podcast listeners
- Acast podcasts add significant incremental reach for audio channels:+25% radio and +14% music streaming
- Acast podcasts add significant incremental reach for video channels:+21% BVOD, Live +15% Live TV and +9% SVOD
Podcasts add incremental reach to other media channels (audio and video)
- Podcasts add significant incremental reach for audio channels: +34% radio and +22% music streaming
- Podcasts add significant incremental reach for video channels: +28% BVOD, +21% Live TV and +13% SVOD
Podcasts (both audio and video) perform better than other platforms against key campaign metrics
- Podcast audio increases the impact of your audio campaigns
- Consumers pay full/most attention to the media channel: 80% podcast audio, 74% music steaming, 64% radio
- Very/somewhat likely to consider a brand/product advertised: 48% podcast audio, 43% music streaming, 36% radio
- Find the advertising on this media engaging/entertaining: 46% podcast audio, 42% music streaming, 34% radio
- Podcast video increases the impact of your video campaigns
- Very/somewhat likely to consider a brand/product advertised: 56% podcast video, 44% SVOD, 44% Live TV, 41% BVOD
- Find the advertising on this media adds credibility to the brand: 55% podcast video, 53% Live TV, 51% BVOD, 47% SVOD
- Find the advertising on this media engaging/entertaining: 52% podcast video, 42% Live TV, 42% SVOD, 40% BVOD
Podcast advertising not only compliments other media, it adds real impact for brands. From extending your reach, unlocking new audiences, increasing your influence and positively affecting brand metrics. You heard it here first!
With podcast advertising becoming a must-have for brands in 2026, Acast’s Incremental Impact report provides a greater understanding of its role within wider campaigns. The Report also showcases that as the medium evolves, both podcast audio & podcast video can significantly improve campaign performance across key metrics—ensuring that all the necessary bits & pieces achieve your ultimate goal.
Tom Roach, Commercial Strategy Director
With Bianca Bush, Commercial Insights Director and Leah Harvey, Commercial Insights Manager
When it comes to advertising, like many things in life, there are the necessary bits and pieces—stepping stones on our journey to the greater goal. For some of us in podcasting, influential fan-favourite talent, innovative formats and mind-blowingly creative campaigns are simply the means to the ultimate end. What is that end, you may ask? Well, this one goes out to all our research & insights brothers and sisters!
Podcasting’s transformation brings limitless opportunities for advertisers
Podcast advertising has gone through significant transformation over the last 18 months. This follows the trends seen and heard in consumption habits (see what we did there?). Whilst audio is still the most dominant means in which we consume podcasts, the ecosystem has drastically evolved. When it comes to podcasting, audiences now listen, watch, like, follow, subscribe and attend. For brands, this has opened up limitless opportunities to connect with audiences.
But beyond all the glitz and glamour, one area of podcast advertising has been left largely unexplored. So, channeling our inner Indiana Jones, Acast Insights UK embarked on a journey to discover one of podcasts' great mysteries. What role do podcasts play in the wider media mix?
Acast’s Incremental Impact Study
No great explorer can carry out an expedition like this alone, so Acast partnered with Nielsen to undertake a first of its kind study into how podcasts add value to multi-channel campaigns. The aim was simple; Acast wanted to find out:
- How Acast podcasts add incremental reach to other media channels
- How podcasts in general add incremental reach to other media channels
- How each of audio and video podcasts perform against key campaign metrics
It was from these humble beginnings that Acast’s Incremental Impact Study was born.
Acast and Nielsen surveyed a 3,501 strong UK 18+ nationally representative audience. This provided a comprehensive analysis of media consumption & podcast habits, enabling us to uncover insights to inform the industry. So, what did we discover?
Key findings of Acast’s Incremental Impact Study
Acast podcasts add incremental reach to other media channels (audio and video podcasts)
- Acast podcasts reach 80% of weekly UK podcast listeners
- Acast podcasts add significant incremental reach for audio channels:+25% radio and +14% music streaming
- Acast podcasts add significant incremental reach for video channels:+21% BVOD, Live +15% Live TV and +9% SVOD
Podcasts add incremental reach to other media channels (audio and video)
- Podcasts add significant incremental reach for audio channels: +34% radio and +22% music streaming
- Podcasts add significant incremental reach for video channels: +28% BVOD, +21% Live TV and +13% SVOD
Podcasts (both audio and video) perform better than other platforms against key campaign metrics
- Podcast audio increases the impact of your audio campaigns
- Consumers pay full/most attention to the media channel: 80% podcast audio, 74% music steaming, 64% radio
- Very/somewhat likely to consider a brand/product advertised: 48% podcast audio, 43% music streaming, 36% radio
- Find the advertising on this media engaging/entertaining: 46% podcast audio, 42% music streaming, 34% radio
- Podcast video increases the impact of your video campaigns
- Very/somewhat likely to consider a brand/product advertised: 56% podcast video, 44% SVOD, 44% Live TV, 41% BVOD
- Find the advertising on this media adds credibility to the brand: 55% podcast video, 53% Live TV, 51% BVOD, 47% SVOD
- Find the advertising on this media engaging/entertaining: 52% podcast video, 42% Live TV, 42% SVOD, 40% BVOD
Podcast advertising not only compliments other media, it adds real impact for brands. From extending your reach, unlocking new audiences, increasing your influence and positively affecting brand metrics. You heard it here first!
With podcast advertising becoming a must-have for brands in 2026, Acast’s Incremental Impact report provides a greater understanding of its role within wider campaigns. The Report also showcases that as the medium evolves, both podcast audio & podcast video can significantly improve campaign performance across key metrics—ensuring that all the necessary bits & pieces achieve your ultimate goal.
Tom Roach, Commercial Strategy Director
With Bianca Bush, Commercial Insights Director and Leah Harvey, Commercial Insights Manager
