As the U.S. gears up for the 2024 elections, new data from Voxtopica reveals that voters are turning to podcasts for their news and political analysis, trusting them more than traditional media outlets like newspapers, television, and radio.
According to the survey titled The Podcast Influence: The Listening Habits of Registered Voters, 85% of U.S. registered voters said they trust podcasts more than any other news source. With nearly half (49%) of respondents listening to at least one podcast weekly, podcasts are poised to play a pivotal role in shaping voter perspectives as the elections draw near.
The Voxtopica survey, conducted in August 2024, paints a clear picture of shifting media consumption habits among American voters. Trust in traditional media has declined, with only 46% of respondents saying they trust TV news, and newspapers (both print and digital) faring slightly better at 52%. By contrast, 85% said they trust podcasts, with 60% of those listeners preferring bipartisan or nonpartisan content.
The survey found that 78% of voters who listen to podcasts are influenced to learn more about issues discussed, while 63% said podcasts have changed their opinions on those issues. These statistics highlight the growing power of podcasts to shape political discourse and drive voter engagement.
Podcasts offer a unique listening experience, often featuring in-depth, long-form content that is difficult to find in the fast-paced, soundbite-driven world of TV and social media. This format gives hosts and guests the time to explore complex political issues, building trust with audiences who crave deeper analysis than what traditional outlets provide.
As campaigns ramp up for the 2024 elections, political analysts are predicting that podcasts will play an unprecedented role in influencing voter decision-making. Political candidates and public figures are increasingly appearing on popular podcasts to reach audiences directly, bypassing the filters of mainstream media.
For instance, during the 2020 election, podcasts like Pod Save America and The Joe Rogan Experience hosted political candidates and pundits, offering them a platform to present their ideas unfiltered. This trend is expected to intensify in 2024 as campaigns look for ways to engage the 49% of voters who tune into podcasts weekly.
One-third of respondents in the Voxtopica survey reported listening to five or more podcast episodes each week, meaning podcasts are reaching highly engaged, habitual listeners who are more likely to absorb and act on the information they hear.
The decline in trust in traditional media has been well-documented over the last decade. A 2023 Gallup poll found that American trust in TV news had fallen to an all-time low of 36%.
Newspapers, while faring slightly better, still saw a decline, with only 40% of Americans saying they trust them. This is a sharp contrast to the 1970s, when trust in the press soared following the Watergate scandal.
Experts point to the podcasting’s ability to foster personal connections between hosts and listeners. Podcast hosts often speak directly to their audience in a conversational, intimate tone, which creates a sense of familiarity and trust.
Moreover, podcasts offer long-form content, allowing for deeper dives into complex issues. Where a TV segment may last only a few minutes, a podcast can dedicate an entire episode—often over an hour—to a single topic. This provides listeners with a comprehensive understanding of the issues that affect them.
This ability to dive deeper into subjects is particularly valuable in today’s media landscape, where many voters feel that traditional outlets provide only superficial coverage of the news. According to the Voxtopica survey, more than half of registered voters listen to podcasts to enhance their knowledge of a subject.
As podcast listenership continues to grow, political campaigns are taking note. In the 2020 U.S. presidential election, both major political parties experimented with podcast advertising and outreach. For example, the Biden campaign ran ads on popular liberal podcasts like Pod Save America, while Trump’s re-election campaign used podcasts to reach conservative voters on shows like The Ben Shapiro Show.
Looking ahead to the 2024 election, political analysts expect podcasting to become an even more integral part of campaign strategies. With nearly 50% of registered voters tuning into podcasts weekly, campaigns see an opportunity to reach key demographics, including younger voters and independents.
Political candidates have also started making direct appearances on podcasts, hoping to connect with listeners on a more personal level and discuss their platforms in greater depth than they could during a traditional news interview.
Podcasts also provide candidates with a platform to reach voters who might be turned off by the increasingly partisan nature of mainstream media. The Voxtopica survey found that 20% of voters dislike highly political content from either the left or the right, indicating that candidates who can offer balanced, nonpartisan discussions may have a better chance of winning over undecided voters.
The influence of podcasts goes far beyond the U.S. borders. Across Europe, Latin America, and parts of Asia, podcasts are increasingly becoming trusted sources of political news and information, impacting elections and voter engagement worldwide.
In Europe, political podcasts have grown in popularity, particularly in the UK, where Brexit-focused podcasts gained substantial followings during the tumultuous political debates of recent years. Podcasts such as The Rest is Politics and Talking Politics have been influential in shaping voter understanding of complex issues like Brexit and economic policy.
In Latin America, podcasts have also emerged as a critical medium for political discourse. Brazil, in particular, has seen a surge in political podcasts as voters seek alternative sources of news amid concerns over government censorship and media bias. Shows like Café da Manhã and Foro de Teresina have become popular platforms for discussing corruption, democracy, and human rights.
The trend extends to Asia, where countries like India and South Korea are seeing a boom in podcasting. In India, political podcasts are increasingly being used to engage young voters who are frustrated with traditional news outlets. Platforms like Spotify and Apple Podcasts are investing heavily in expanding their podcast offerings in the region, recognizing the growing demand for alternative media.
Despite their growing popularity, podcasts are not without their challenges. One significant issue is the spread of misinformation. Unlike traditional media outlets, which are subject to editorial oversight, podcasts are largely unregulated, making it easier for false or misleading information to be disseminated.
The rise of hyper-partisan podcasts also poses a challenge for voters seeking balanced news. While many podcasts strive for objectivity, others cater to extreme political views, which can deepen political polarization. According to the Voxtopica survey, 20% of voters expressed a dislike for highly political content, highlighting the need for balanced, fact-based discussions.
Another challenge is the oversaturation of the podcast market. With over four million podcasts available as of 2024, it can be difficult for voters to navigate the vast array of content and identify credible sources. Platforms like Apple Podcasts and Spotify are beginning to curate content to help listeners find reliable shows, but the sheer volume of podcasts can be overwhelming for some users.
As the 2024 U.S. elections approach, the influence of podcasts on voter decision-making is expected to grow. With their ability to provide in-depth analysis, foster trust, and reach key voter demographics, podcasts are becoming an indispensable tool for political campaigns and a trusted source of news for millions of voters.
