Acast Podcast Study: Why Attention Becomes Audible

Podcasts have long since become more than just audio files. Worldwide, 1.77 billion people now listen to podcasts every week—seven percent more than a year ago. To mark International Podcast Day, Acast is releasing new data for Germany from its international Acast podcast study, «Podcast Pulse 2026.» The study shows that the medium is expanding beyond its original boundaries. Video, social media, and live formats are creating new touchpoints between creators, communities, and brands.

«Podcasts are »audio first,« but they’re no longer just »audio only,’” says Nina Wüst, Country Manager for DACH at Acast. “Audio remains the medium’s particular strength. At the same time, new opportunities for discovery, community, and creative brand communication are emerging around this core.”

### Attention Is Becoming the Key Currency

In honor of International Podcast Day, the study examines the evolution of the medium and the listening habits of podcast listeners. It shows that while digital media consumption is becoming increasingly fragmented—with social media feeds and short-form videos competing for every second of attention—podcasts, according to the study, continue to create moments of intense engagement.

In Germany, 80 percent of listeners are fully or mostly attentive when listening to podcasts. 77 percent of podcast sessions begin as a result of a conscious decision.

«Attention is one of the scarcest resources in today’s media landscape,» says Wüst. «Podcasts have a particular strength in this regard: People make very conscious decisions about who and what topics they choose to devote their time to. This is precisely what creates a sense of connection that is just as valuable to creators as it is to brands.»

### Video complements the podcast—without replacing the audio

According to the study, the medium is also growing visually. Social clips, YouTube, and video episodes are increasingly serving as gateways to new formats. Users don’t think in rigid categories: 81 percent consume audio and video simultaneously, and 65 percent switch between formats or platforms during an episode.

That's why an open, cross-platform podcast ecosystem is crucial for Acast: creators should be able to distribute and monetize their content via audio, video, social media, and other channels.

### Trust Makes a Difference

As the volume of AI-generated content grows, personality and credibility are becoming even more important. According to Acast’s «Podcast Pulse 2026» study, 54 percent of respondents say that podcasts are among the few media platforms that still feel thoroughly human.

This is also reflected in the impact of advertising: 89 percent of listeners report that they have already taken a specific action as a result of podcast advertising, and 53 percent have made a purchase.

«It’s no longer just about reaching the right target audience,» explains Wüst. «It’s about delivering the right message in the right context and at the right moment. To do this, brands no longer need to think in terms of individual channels, but rather in terms of moments of use. And the podcast ecosystem isn’t just growing in terms of reach. Podcasting is growing in every direction.»

Over the past twenty years, podcasts have evolved from a niche format into a global medium for creators, without losing their greatest strength: the connection between people. Especially in a media world shaped by artificial intelligence, algorithms, and ever-shorter attention spans, trust, authentic voices, and intentional breaks are becoming more valuable. The future of the podcast, therefore, lies not solely in audio or video, but in a human medium that reaches people everywhere and at every moment of their daily lives.

Learn more about the Acast podcast study «Podcast Pulse 2026» and the company’s offerings at https://www.acast.com