Acast’s Podcast Pulse 2026: The Format Argument Is Over - Audiences Ended It

Historically, the media industry treated audio, video, and social as competing silos. Acast’s annual Podcast Pulse 2026 report reveals that Australian audience behavior has shattered those boundaries - proving that in podcasting, what people consume is no longer a format choice but a context choice, driven by daily routines.

For podcasters, this means multi-format distribution is about flexible audience reach - not a mandatory shift to video production. For advertisers, it means the potential audience is bigger than any single format can reach.

The study reveals that 78% of Australian fans consume podcasts across two or more formats, moving fluidly between long-form audio, video feeds, and podcast clips on social media based on where they are and what they’re doing. Multi-format consumption expands core audio rather than replacing it: 86% of local fans actively consume both audio and video (up eight points from last year), while 14% remain dedicated audio-only listeners. Demonstrating this real-world fluidity, 56% of listeners start an episode in one format and finish it in another, with three-quarters switching apps mid-story to do so.

As multi-format habits take hold, the report reveals a notable shift in host influence. In a media market with deep radio roots and a growing wave of journalists and broadcasters expanding into independent digital audio, podcast hosts are building stronger levels of listener rapport than ever before:

Podcasters Lead in Trust: 51% of Australian podcast listeners trust brand and product recommendations from podcast hosts.

The Creator Economy: Podcasters are the only creator category in Australia to gain commercial trust over the past 12 months, outranking traditional journalists (33%), YouTubers (36%), celebrities (31%), and social media influencers (34%).

High-Intent Action: 88% of weekly listeners report having their mind changed by a podcaster on a topic or brand, while 78% of audio-first listeners take direct action (researching or purchasing) post-episode.

"For years, Australian media buyers treated audio, video, and social as separate items on a media plan and we don’t blame them - often debating whether video podcasts would displace audio downloads or if social clips were just noise," said Henrik Isaksson, Regional Managing Director, AU/NZ at Acast. "The Podcast Pulse data proves Australian audiences have already made that debate redundant. They don't think in distribution channels; they move fluidly between screenless morning commutes, evening CTV viewing in the living room or short form clips on social media platforms.

At the same time, we're seeing an unprecedented shift in audience trust locally. As broadcasters, journalists, and independent creators build deep, multi-format communities on Acast, podcasting has become Australia's most trusted commercial environment."

Multiple Moments, One Connected Audience

Podcast Pulse 2026 maps how daily context dictates what audiences listen to, watch, and buy across four of the moments where the data was loudest:

• Companion (screen-free reach): Audio dominates screen-free moments, with 62% confirming podcasts are a daily companion.

• Settled (co-viewing at scale): 57% of fans co-view video podcasts on a Connected TV, making it podcasting’s primary screen moment where an advertiser reaches a room. Delivering results, 53% say video podcast ads increase brand recall.

• Scroll (the discovery engine): Social video clips are the main audience growth driver, with 63% of clip viewers converting into full-episode podcast consumers.

• Live (commercial advocacy at scale): Live event attendance has surged, with 30% attending a live podcast, and 50% saying live podcasts strengthen their connection to the creator.

What This Means for Australian Advertisers

In a multi-format environment, context solves the industry's biggest media buying challenge: ad decay. Fans don't stay in one place, so a brand doesn't have to repeat itself constantly in one place to be remembered. When potential customers meet a brand across both audio and social clips, 1 in 3 pay it maximum attention - more than they give a message repeated inside a single show. This additional multiplier is the essence of podcast advertising. Even more compelling: nearly half of Australians plan to increase their podcast consumption across all formats.

The findings reflect Acast’s position in Australia, connecting local creators and publisher partners with top-tier brands across audio, video, and social channels. Acast’s marketplace includes, but is not limited to: Casefile True Crime, It’s A Lot with Abbie Chatfield, Just The Gist with Rosie Waterland, The Aunty Donna Podcast, The Mitch Churi Chat Show, Toni and Ryan, We Mean Well and We Used to Be Journos.

To read the full Podcast Pulse 2026 report, visit acast.com/pulse

Methodology

Podcast Pulse 2026 is based on a survey of 300 respondents aged 16 to 64 in Australia, conducted by independent research firm Differentology, in August 2026. Figures describing all fans are based on the full sample. Figures describing format consumers are based on that format’s own audience base.