How do you capture your audience’s attention? You can text them, email them, pay to reach them on social and search, or even fly a blimp over their house—but real influence starts with trust.
There’s no singular source of truth for potential customers, but if there were, it would sound a lot like Wondery. As Amazon’s premier podcast studio and network, Wondery is home to some of the most trusted and influential hosts in the industry, including Dax Shepard, Jason and Travis Kelce, and Keke Palmer.
Shows like Armchair Expert, New Heights, and Baby, This Is Keke Palmer consistently top charts and garner numerous awards recognition, including NAACP Image Awards, GLAAD Awards, the Variety Creative Impact in Podcasting Award, Webbys, Gracies, and The Ambies.
With listenership and advertiser interest continuing to grow across this emerging channel, one must ask: What is it about podcasts that keeps consumers coming back for more? Wondery’s latest research study, The Fandom Phenomenon, sought to uncover just that.
Hosting communities
One may assume everyday people can’t relate to Hollywood darlings or all-star athletes on a personal level. However, Wondery’s study proved that wrong. 70% of podcast fans say their fandom stems from feeling emotionally connected to their favorite shows or hosts. 71% go a step further to say they feel like they are friends with their favorite podcast hosts.
That level of connection is a big reason why podcasts have become a staple for many fans. 54% say podcasts are part of their daily routine, and 38% say they prefer podcasts over other media they consume, including TV, radio, and streaming music. Wake up, brush your teeth, put on a podcast…sounds like a typical morning for over half of podcast fans.
But is an hour-long podcast (or even a 30-minute one, for the 2x speedheads), really enough to build a lasting connection? Absolutely. Because a podcast isn’t just a show; it’s a gateway into a larger world. It starts in their ears but expands into social media, live events, and everyday conversations. That’s how a casual listener becomes a devoted fan.
68% of podcast fans follow their favorite podcasts on social media. Another 43% engage with podcast-related content across other media formats (e.g., TV, books, live events). 20% even donate money to support a podcast or host, per Wondery’s study. If you follow that customer journey, a big night out to dinner may soon be replaced by catching a live podcast taping with friends.
This content stream helps connect audience members to the show on a more fundamental level. They go from being individual fans to being part of a fan community. That’s when the podcast goes from something they like to becoming a part of who they are. If you’re a brand advertising with that podcast, it means you become a part of that world too.
And herein lies the big question: What’s the secret sauce to building fandom? Wondery’s study reveals that authenticity is the key ingredient. That throughline of feeling a real connection across channels isn’t so different from a multichannel marketing strategy. You have to meet people where they are and talk to them—not at them.
A human experience
Unlike scripted TV or curated Instagram feeds, podcasts demand authenticity. A microphone doesn’t lie, and listeners can tell when someone is faking it.
People want the more human side of these mega celebrities. Keke Palmer seems like she could be everyone’s best friend, but she simply doesn’t have time to hang out with everyone (or return our calls). Instead, she provides a taste of that experience every week for her fans to enjoy on their own schedules. It’s that peek into something real that keeps people coming back.
That’s where smart advertisers can make an impact, ensuring that your brand and your creative matches the vibe of a show or host. According to the Wondery study, 89% of podcast fans expect brand messaging to be believable, and 88% value brand alignment with the podcast’s themes and values. If the brand messaging is authentic, the fans will quite literally buy it.
Consider the Kelce brothers, hosts of New Heights, one of the most talked-about sports podcasts today. Their audience isn’t just made up of casual football fans. It’s a deeply engaged community of sports lovers, hometown loyalists, and pop culture enthusiasts who follow their every move.
Now, imagine an online food marketplace advertising game-day BBQ delivery on New Heights. A perfect match, right? Not necessarily. If that brand pushes Carolina-style, vinegar-based BBQ, they might fumble the play. Why? Because Travis and Jason Kelce have deep ties to Kansas City and Philadelphia, two cities with strong (and very different) BBQ traditions.
Listeners pick up on these details. They know the Kelces, their teams, and their personal tastes. If the ad were for a Kansas City–style BBQ pack instead, that’s a different story. A well-placed anecdote from Travis about tailgating with ribs? That feels natural, authentic, and, most importantly, believable. That’s the difference between an ad that fades into the background and one that sticks.
Podcast audiences don’t just listen—they trust. And when an ad aligns with what they already love, they don’t just hear it. They act on it.
Advertising on air
We know how bought-in fans are, and we know that advertising needs to align with the hosts’ ethos to work. When the authenticity shines through, advertisers will reap the benefits.
Of podcast fans surveyed by Wondery:
- 65% say they are grateful to the companies/brands that support their favorite podcast.
- 57% say they are more likely to pay attention to brands that support their favorite podcast.
- 54% say they are more likely to trust brands that support their favorite podcast.
These insights signal that when brands take the time to truly understand their audience and authentically align with podcast hosts, they will reach passionate advocates who are more likely to champion their brand any chance they get.
In this landscape where creators, fans, and advertisers are equally welcome within a fandom, you can take so much guesswork out of the advertising strategy. It requires due diligence and research, but tapping into that powerful connection can mean the difference between listeners fast-forwarding through an ad vs. actually listening and converting.
Fandom isn’t just a cultural phenomenon. It’s a marketing gold mine. The brands that understand this don’t just advertise; they become part of the conversation. Wondery’s latest study proves it, so click here to learn more about how the power of fandom can power your next marketing campaign.