Audacy, a leading multi-platform audio company, released its State of Audio: The Creator Effect report in 2025, spotlighting radio and podcast hosts as the rising power players in the $100B+ creator economy.
The study argues that these "mic-powered" creators—driven by authenticity, intimacy, and local ties—outshine social media influencers in building trust and driving consumer action, with audio creator revenues more than doubling since 2020.
As Audacy CMO Jenny Nelson states, "The future of the creator economy is mic-powered. Authentic, influential, and impossible to ignore." This positions audio pros as essential for brands seeking measurable ROI through genuine partnerships, rather than superficial endorsements.
- Trust and Recommendations: Radio listeners are twice as likely to trust recommendations from favorite personalities over social influencers, with 80% of music station listeners tuning in specifically for their host.
- Community and Local Impact: One-third of listeners feel more connected to their community thanks to local radio, rewarding creators who prioritize regional relevance over polished, algorithm-driven content.
- Ad Effectiveness: Among podcast fans, nearly 60% trust host-read ads, and 75% have made purchases after hearing endorsements on their go-to shows—far surpassing traditional digital ads.
- Revenue Surge: The "creator effect"—influence rooted in personal bonds—has fueled a 100%+ revenue boom for audio creators since 2020, outpacing other niches amid the economy's growth.
These findings highlight audio's edge in a fragmented market: while social creators chase virality, audio hosts cultivate loyalty, turning passive listeners into active buyers.