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Influencer Podcasts Are on the Rise, Survey Says

The iHeartPodcast Network houses the most popular

According to Media Monitors‘ latest podcast listener survey, podcasts by social media influencers are growing more popular. Also, the iHeartPodcast Network is ranked #1 as compared to other podcast publishers during Q2 of this year.

The survey, which was fielded June 17–30, asked participants about their podcast listening habits — including podcast names and categories of choice, as well as top publishers.

According to Media Monitors’ shared survey results, the iHeartPodcast Network retained the top slot for Q2, with 17 of its podcasts making the monitoring company’s “Top 200” list.  Following iHeart is Spotify, with 11 podcasts highly ranked, and Audacy and SiriusXM, each with 10.

Other companies of note include NPR, which Media Monitors said found redemption in Q2 “after it’s conspicuous absence from the top publisher list last quarter.”

[Related: “Media Monitors’ Radio Spot Service Accredited by MRC“]

Zooming in at the podcasts that were most highly ranked, Media Monitors’ data highlights a new trend. According to survey findings, podcasts hosted by social media influencers with large pre-existing followings on YouTube, TikTok and Twitch, among others, are quickly outpacing competitors.

In its observations, Media Monitors points to a strong correlation between podcasts in its “Top 25” and the hosts who also have very successful YouTube channels.

Coming in at #6 on the list is “Impaulsive with Logan Paul.” The podcast’s YouTube channel has 4.06 million subscribers with its host Logan Paul amassing 23.5 million.

“Distractible” (#8) is hosted by Mark Fischbach, who has 33.3 million subscribers on YouTube, Wade Barnes, who has 1.76 million subscribers and Bob Muyskens, who has 1.01 million.

Emma Chamberlain of “Anything Goes with Emma Chamberlain” (#10) has 11.7 million subscribers on YouTube. The MrBallen Podcast “Strange, Dark & Mysterious Stories” (#14) has 6.41 million.

“Podcasts are a logical extension of these influencers’ core brands,” said Media Monitors in its press release. “With their built–in audiences the podcasts are becoming a staple of the Top 25.”

In terms of the most popular podcast categories, comedy retains its #1 spot, followed by true crime. News makes a bit of a comeback this quarter, pushing society & culture down to #4.

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