63% of Spotify users trust podcast hosts more than social media influencers, and video podcast streams increased by 39%.

Spotify's first Global Podcast Trends Tour reveals a rise in "podfluencers," with 63% of users trusting podcast hosts more than social media influencers. Video podcast streams have increased by 39%, and ad effectiveness on the platform is 26% better than industry benchmarks, according to data from Q1 2023 to Q2 2024. Gen Z shows a strong preference for following podfluencers across social media and podcasts, with 55% stating they prefer content from those they both follow and listen to.