News Corp Australia's The Growth Distillery has published new research for brands looking to leverage the power of podcasts, titled 'On-Demand Expertise: the Anatomy of Trusted Audio Advisors'.

The report suggests brands should view podcasts as a platform for storytelling, connection, and building long-term relationships, indicating that podcasts are seen as a powerful medium for building loyal and engaged audiences in an increasingly fragmented media landscape.

Data from the research shows that 92% of podcast listeners are engaged while listening, with engagement extending beyond the episode.

The report further reveals that 73% of podcast listeners feel a genuine connection to the host, with podcast hosts seen as the most trustworthy source across all mediums. Moreover, 53% of listeners trust brand and product recommendations from their favourite podcast hosts.

The Growth Distillery advises brands to align their advertising in three ways: motivation (align with the listeners' intent), content (align with the podcast's topic or genre), and host (align with the host's personal preferences).

Research Director of The Growth Distillery, Bethan Hockey, said: "With this Podcast Playbook we have delved into this unique landscape of what makes podcasts so compelling for consumers and impactful for brands. Our research highlights the significant engagement and trust podcasts command. By focusing on what makes podcasts so compelling - their authenticity, informative content, and role as trusted advisors - we offer insights and strategies that can help brands get the most out of podcasts, making sure their ads hit the mark and truly speak to listeners."