It’s clear that podcasting continues to grow in popularity, fueled by the engaging creators that make us laugh, make us smarter, and serve as our constant companion. And for advertisers, a key question remains, “which shows do I partner with for peak performance?” And it’s a good question. Many advertisers treat audience size as the ultimate measure of value. Big shows mean big reach, and assumedly big impact. But in the podcasting world, it’s not how large your audience is, it’s how deeply those listeners connect that matters most. 

Blockbuster shows and celebrity hosts may grab headlines, but today’s listeners are leaning in to smaller, niche shows where micro- and mid-tier voices resonate on a deeper level. These creators speak directly to their communities. They know the topics, the culture, the inside jokes. And listeners respond with loyalty.

Brands often chase macro-influencers for scale, but the strongest conversions don’t come from the biggest names. Small(er) creators = Bigger impact.

What marketers sometimes overlook is where persuasion actually happens. Smaller creators routinely generate higher engagement and stronger response because their audiences feel genuinely connected to them. A tight-knit community can carry more influence than a large, passive one.

Mid-sized podcasts drive higher conversions than larger shows

It’s not just deep connection that matters to listeners. It’s the deep expertise. Listeners are nearly forty percent more likely to be influenced by a creator with expertise in a category they care about than by a well-known celebrity¹. That credibility is earned over time, episode by episode, and it shows up in performance.

In Audio, influence grows from depth, not breadth. Smaller creators with strong communities move audiences in meaningful ways, and the brands that embrace this are seeing the results.