More than meets the ear: U.S. podcast ads report 2026

Podcast advertising has long faced a measurement challenge. Listeners can skip ads, tune out, or multitask, making it hard for brands to understand their real impact.

In YouGov’s U.S. podcast ads report 2026, we look beyond the skip button to understand what makes podcast advertising work: how listeners respond, which formats earn trust, and where ads prompt people to search, visit, share, or buy.

Drawing on a YouGov survey of 1,300+ U.S. adults, including more than 800 podcast consumers, the report gives a clear view of how audiences really engage with podcast advertising today.

We also explore the shift toward video podcasts, how American listeners balance audio and video formats, and how consumption differs across key audience groups.

Download the full report to learn:

• How do listeners respond when podcast ads play, including whether they actively pay attention or tune out?
• Which podcast ad formats are most trusted by audiences, and why do certain formats perform better?
• What actions do people take after hearing podcast ads?
• Which type of podcast format is more popular: audio or video?
• How do audio and video podcast audiences differ in terms of engagement, trust, and ad response?