Instant Intelligence: Nearly 50% of podcast listeners never miss an episode

For media buyers and planners still unsure about the sway of podcasts, consider this: Nearly half of U.S. podcast listeners (46%) say they never skip an episode of their favorite show. This figure is comparable in the U.K. (44%) and even higher in Germany (48%), according to new data from YouGov and The Trade Desk Intelligence.¹

What we found: We surveyed 3,000 consumers in the three countries to understand audio consumption trends and discovered loyalty is a throughline among podcast listeners.

The findings position podcasts as strong community builders that garner trust from listeners, with over two-thirds of podcast listeners in the U.S. (73%), the U.K. (71%), and Germany (71%) agreeing they are loyal to their favorite podcast.

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What it means: This level of consistency signals that podcasts draw in high-value audiences with repeat exposure, clear intent, and low drop-off. For marketers, these insights can point to more predictable reach and tighter frequency for their campaigns. Yet while Americans’ share of digital time spent with audio accounts for 19% of U.S. ad-supported media consumption,² it captures only 3.1% of ad spend.³ This reveals a significant imbalance: Americans consume digital audio at six times the rate advertisers invest in reaching them.

This gap means marketers frequently miss out on an audience that is already highly receptive. By leveraging podcast listeners’ loyalty and intimate attention, brands can seize this unique opportunity for meaningful connection.

Unless otherwise specified, all results reflect the proprietary research conducted by The Trade Desk and YouGov. This information is provided solely for background and is not a representation or guarantee of any future performance.

Sources: 

1. The Trade Desk Intelligence and YouGov, n=3,130, U.S., U.K., Germany, June 2025.
2. GWI, U.S., 1H 2025.
3. Standard Media Index pool data, U.S., 1H 2025.