Acast spotlights publisher podcasts as trusted news sources
In a media landscape where anyone can start a podcast or YouTube channel and call it "news," the distinction between credible journalism and opinion-driven content is more critical than ever. To highlight the importance of trusted, publisher-led podcasts, Acast launched the Podcasts You Can Trust series on Instagram — showcasing trustworthy publishers like The Telegraph, The Times, The Guardian, Tortoise Media, and The Financial Times.
The social media series gives audiences a behind-the-scenes look at the rigorous processes these publishers follow to deliver quality, trustworthy content.
The rise of news podcasts in an era of information overload
With elections taking centre stage across the globe this year, podcasts have become an increasingly popular way for people to stay informed. This trend is so pronounced that 2024 has been dubbed “The Podcast Election” year, with political figures like Donald Trump and Kamala Harris turning to podcasts to reach potential voters. Political commentary podcasts have surged in popularity, reflecting the desire for more in-depth coverage and nuanced discussions on complex political issues.
This surge in listenership isn't surprising. Podcasts offer a unique blend of in-depth analysis, narrative, and on-the-ground reporting that can make news more accessible and engaging, as well as offering an unlimited length format. As a result, an entire generation now relies on podcasts for news, with 1 in 5 podcast listeners citing podcasts as their primary news source and 31% expressing higher trust in news delivered through podcasts compared to other sources. This growth has underscored the need for clear markers of credibility, especially during high-stakes moments such as election seasons, when misinformation can spread rapidly.
Media literacy
Acast’s campaign highlights a critical issue: media literacy. In a world where unverified news and personal opinions can circulate as "truth" with a few clicks, distinguishing reliable sources from dubious ones has become essential. News publishers like those featured in Acast’s campaign invest heavily in teams of seasoned journalists, fact-checkers, and researchers who ensure accuracy and depth in their reporting. These rigorous processes stand in stark contrast to the commentary-driven content that often lacks accountability.
With Acast’s campaign, audiences gain insight into the complex workflows that go into producing trusted news podcasts. This "peek behind the curtain" showcases the dedication and professionalism behind these productions, emphasising that not all content labelled as news is created equal. By supporting these podcasts, Acast is helping audiences recognise the value of publisher-led podcasts as reliable sources of information.
Growth in publisher podcasts: a reflection of listener trust
The growing trust in publisher podcasts has also been accompanied by impressive growth in listenership. During the last UK general election, download figures for publisher politics podcasts on Acast saw an average growth of 53%, with some experiencing unique listener growth of up to 62%. These numbers are a testament to the increasing reliance on publisher podcasts for accurate, balanced news, especially during times of heightened political interest.
Acast is the publishers’ partner of choice
Acast, as the UK’s leading platform for publisher podcasts, continues to foster these relationships, having recently renewed partnerships with The Guardian and News UK, and onboarding The Telegraph as a new partner earlier this year. The New Statesman, Tortoise Media, The Economist, and The Evening Standard also call Acast home, solidifying its role as the home of publisher podcasting in the UK.
In 2023, Acast established the Publishers in Podcasting consortium, the first of its kind membership group dedicated to uniting influential publishers in the UK. This cross-publisher consortium brings together leaders from the UK’s biggest publishers to discuss the challenges and opportunities affecting the podcast industry and audio journalism.
The future of news in podcasting
Acast’s ‘Podcasts You Can Trust’ campaign is a timely response to the growing importance of media literacy and trusted sources in the digital age. As more people turn to podcasts for news and as podcasts themselves play a greater role in public discourse, Acast’s efforts to highlight publisher podcasts are both relevant and necessary. By emphasising the quality and credibility of these publisher-led podcasts, Acast is reinforcing the importance of informed listening, especially during politically charged moments that demand accurate, unbiased reporting.
Acast’s commitment to supporting high-quality journalism through publisher podcasts is a powerful reminder of the essential role these podcasts play in shaping public knowledge and understanding, now and in the future.
In a media landscape where anyone can start a podcast or YouTube channel and call it "news," the distinction between credible journalism and opinion-driven content is more critical than ever. To highlight the importance of trusted, publisher-led podcasts, Acast launched the Podcasts You Can Trust series on Instagram — showcasing trustworthy publishers like The Telegraph, The Times, The Guardian, Tortoise Media, and The Financial Times.
The social media series gives audiences a behind-the-scenes look at the rigorous processes these publishers follow to deliver quality, trustworthy content.
The rise of news podcasts in an era of information overload
With elections taking centre stage across the globe this year, podcasts have become an increasingly popular way for people to stay informed. This trend is so pronounced that 2024 has been dubbed “The Podcast Election” year, with political figures like Donald Trump and Kamala Harris turning to podcasts to reach potential voters. Political commentary podcasts have surged in popularity, reflecting the desire for more in-depth coverage and nuanced discussions on complex political issues.
This surge in listenership isn't surprising. Podcasts offer a unique blend of in-depth analysis, narrative, and on-the-ground reporting that can make news more accessible and engaging, as well as offering an unlimited length format. As a result, an entire generation now relies on podcasts for news, with 1 in 5 podcast listeners citing podcasts as their primary news source and 31% expressing higher trust in news delivered through podcasts compared to other sources. This growth has underscored the need for clear markers of credibility, especially during high-stakes moments such as election seasons, when misinformation can spread rapidly.
Media literacy
Acast’s campaign highlights a critical issue: media literacy. In a world where unverified news and personal opinions can circulate as "truth" with a few clicks, distinguishing reliable sources from dubious ones has become essential. News publishers like those featured in Acast’s campaign invest heavily in teams of seasoned journalists, fact-checkers, and researchers who ensure accuracy and depth in their reporting. These rigorous processes stand in stark contrast to the commentary-driven content that often lacks accountability.
With Acast’s campaign, audiences gain insight into the complex workflows that go into producing trusted news podcasts. This "peek behind the curtain" showcases the dedication and professionalism behind these productions, emphasising that not all content labelled as news is created equal. By supporting these podcasts, Acast is helping audiences recognise the value of publisher-led podcasts as reliable sources of information.
Growth in publisher podcasts: a reflection of listener trust
The growing trust in publisher podcasts has also been accompanied by impressive growth in listenership. During the last UK general election, download figures for publisher politics podcasts on Acast saw an average growth of 53%, with some experiencing unique listener growth of up to 62%. These numbers are a testament to the increasing reliance on publisher podcasts for accurate, balanced news, especially during times of heightened political interest.
Acast is the publishers’ partner of choice
Acast, as the UK’s leading platform for publisher podcasts, continues to foster these relationships, having recently renewed partnerships with The Guardian and News UK, and onboarding The Telegraph as a new partner earlier this year. The New Statesman, Tortoise Media, The Economist, and The Evening Standard also call Acast home, solidifying its role as the home of publisher podcasting in the UK.
In 2023, Acast established the Publishers in Podcasting consortium, the first of its kind membership group dedicated to uniting influential publishers in the UK. This cross-publisher consortium brings together leaders from the UK’s biggest publishers to discuss the challenges and opportunities affecting the podcast industry and audio journalism.
The future of news in podcasting
Acast’s ‘Podcasts You Can Trust’ campaign is a timely response to the growing importance of media literacy and trusted sources in the digital age. As more people turn to podcasts for news and as podcasts themselves play a greater role in public discourse, Acast’s efforts to highlight publisher podcasts are both relevant and necessary. By emphasising the quality and credibility of these publisher-led podcasts, Acast is reinforcing the importance of informed listening, especially during politically charged moments that demand accurate, unbiased reporting.
Acast’s commitment to supporting high-quality journalism through publisher podcasts is a powerful reminder of the essential role these podcasts play in shaping public knowledge and understanding, now and in the future.
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