Study: Audio creators drive trust, influence and sales

A new report finds that radio and podcast hosts are playing an increasingly central role in the creator economy, with trust and authenticity driving stronger engagement and measurable results for advertisers.

The State of Audio: The Creator Effect study from Audacy positions audio creators as “voice-first influencers,” arguing that listeners view on-air personalities and podcasters not just as entertainers, but as trusted guides and community builders. The report notes that audio creator revenues have more than doubled since 2020, underscoring the growing commercial power of the medium.

Download the study here.