Podcast ads may be skippable, but they still drive results, new YouGov study finds

Key findings

• Podcast listeners are highly responsive to advertising: Six in ten podcast consumers (60%) have taken some form of action after hearing or seeing an ad, compared with 54% of music streaming listeners and 53% of radio listeners.
• Podcast ads drive meaningful outcomes: Among media consumers, 30% have visited a brand's website after hearing an audio ad, 30% have searched for a brand or product online, and 16% have made a purchase.
• Skipping doesn't mean ignoring: More than half (55%) of podcast consumers who usually skip ads have still taken action after hearing or seeing an ad, including 14% who have made a purchase.
• Podcast ads are less disruptive than other digital formats: Only 25% of media consumers say podcast ads are annoying, compared with 50% for display ads and 46% for video platform ads.
• Video podcasts are popular: Four in ten podcast consumers (40%) prefer video podcasts, compared with 28% who prefer audio-only formats.
• Audio and video audiences convert at similar rates: Sixty-five percent of consumers who prefer audio-only podcasts and 60% of those who prefer video podcasts report taking action after hearing or seeing an ad.

Podcast advertising continues to deliver measurable business outcomes despite widespread ad-skipping, according to new research from YouGov.

YouGov’s U.S. podcast ads report 2026 finds that podcast consumers are more likely than radio listeners or music streaming users to take action after hearing or seeing an advertisement. The findings suggest that while podcast audiences often skip ads, the channel remains effective at driving website visits, online searches, brand engagement, and purchases.

The study also highlights the growing role of video podcasts. While video has become the preferred format for many consumers, advertising effectiveness remains broadly consistent across audio and video audiences, indicating that the rise of video is expanding opportunities for marketers rather than replacing traditional podcast listening.

"Podcast advertising presents a unique paradox," said Dare Schenck, Vice President, YouGov America. "Consumers appreciate the control to skip ads, yet the medium continues to generate strong downstream results. Our data suggests marketers should focus less on whether every ad is consumed in full and more on whether it influences behavior. By that measure, podcast advertising remains a highly effective channel."

The report also finds that podcasts occupy a relatively favorable position within the advertising ecosystem. While podcast ads do not reach the trust levels of television or radio advertising, they generate significantly lower levels of distrust than social media and display advertising. Host-read advertisements perform particularly well, with one in five podcast consumers identifying them as the most trustworthy type of podcast ad.

As podcast consumption continues to evolve across both audio and video formats, the findings suggest that advertisers can reach engaged audiences and drive meaningful consumer action regardless of how listeners choose to consume content.

The YouGov U.S. Podcast Ads Report 2026 can be downloaded here.

Methodology

The YouGov U.S. podcast ads report 2026 is based on surveys of more than 1,300 U.S. adults conducted online between March 13 and April 1, 2026. Results were weighted to be representative of the U.S. adult population. Additional sample sizes and methodology details are available in the full report.