Audiences are increasingly loyal to individual podcast and radio personalities rather than to specific platforms, following their favorite creators across radio, podcasts, YouTube, TikTok, TV, live events, merchandise, and more — creating what industry insiders call an emerging “audio multiverse.”
A new Audacy Insights report highlights this shift, noting that listeners are now “choosing voices we trust, storytellers we obsess over, personalities we keep in our daily rotation” instead of sticking to traditional channels.
As a result, many shows are evolving into full 360-degree franchises — no longer just a program, but an entire universe.
One prominent example is Audacy’s own “The Sports Junkies” morning show on 106.7 The Fan (WJFK-FM) in Washington, D.C., which now extends far beyond radio into podcasts, television appearances, and consumer products.
While Audacy describes itself as remaining “audio-first,” it is actively embracing hybrid models that combine audio with visual elements, opening new advertising opportunities such as in-studio branding, product placement, live-stream sponsorships, and short-form social video clips.
Ultimately, the company says, this creator-led ecosystem is “rewiring how influence is built and how brands break through,” giving advertisers broader, more engaged ways to reach highly loyal fans across multiple platforms.
“The creator effect is real,” Audacy concludes.