Podcasters hold more sway than influencers when it comes to many consumers’ purchasing decisions, according to a new study by Magna and Vox Media. This could impact who brands look to prioritize as spokespeople and brand ambassadors. 

Three out of four consumers surveyed cited podcast hosts as the most influential figures shaping their actions, beliefs and life decisions, compared to only 15% of respondents who said the influence of social media creators “mattered most” to them, according to the “A New Era of Influence” study. TV and movie celebrities made up the other 10% of responses. The IPG Mediabrands agency teamed up with Vox Media, which houses a podcast network, to survey over 2,000 consumers, all of whom tune into a podcast at least once per week, about their podcast listening and social media scrolling habits. 

Also read: How influencer marketing will show up in Cannes

Over two-thirds of all respondents reported feeling a “deep connection” to the hosts narrating their preferred podcasts, with that number jumping to 81% among millennials.

“It stands to reason that people will form strong attachments with their favorite hosts, but we were surprised at the deep level of connection and trust that listeners feel for their favorite hosts,” said Edwin Wong, senior VP for insights and innovation at Vox Media, in a press release. “That podcasters have more clout than social media influencers and mainstream celebrities leads to a paradigm shift in thinking about who is the best endorser for properly aligned brands.” 

This view of podcast hosts spanned across generations, with Gen Z and Gen X respondents placing the influence of podcasters above social media creators. Just under half of all consumers surveyed said influencers had affected their thoughts or beliefs, whereas 75% of those consumers reported that podcast hosts had done so. Millennial respondents held podcast hosts in the highest esteem, with nearly 90% crediting them with influencing their beliefs. 

Across the board, hundreds of consumers agreed they turn to podcasters for guidance on both financial and personal decisions. More than 75% of respondents said podcast hosts served as a helpful resource for decisions tied to their business or finances, and 94% reported consulting podcasters for assistance related to either self-improvement or health and fitness.

According to a recent Pew Research Center study, 20% of U.S. adults listen to a podcast at least once a week, a number that jumps to one in three for adults below age 30. And among all podcast listeners surveyed by Pew, nearly 30% reported purchasing a product or service discussed during a podcast.

All of this could show that partnering with one of these podcasters in the same way a brand would a social media influencer can be a “great opportunity to forge close relationships with consumers,” said Kara Manatt, executive VP and managing director of intelligence solutions at Magna, in the press release. The report recommends brands incorporate these podcast hosts into the creative process and consider their suggestions about how to ensure their ad read for the brand is relevant to the podcaster’s audience. 

Ad reads also capture the attention of most podcast listeners, per the report. Nearly 70% of respondents agreed they “pay more attention to podcast ads” than ads on other mediums such as TV or their social media feeds. And over half reported that they’d purchased a product or paid for a service after hearing it advertised during a podcast. 

“Podcasters have effectively de-throned the original influencers,” the report concludes. “As a trusted authority in people’s lives, they are quickly emerging as the next wave of influencers.”