The Rise of Podcasts in Policy Influence

According to Pew Research, about half of Americans now listen to podcasts, and politics ranks among the most listened to genres. For policymakers, advocacy groups, and stakeholders working to influence legislation, this evolution in media consumption signals a seismic shift in how public opinion is formed—and who gets to shape it. For organizations that want to tap into audiences that engage with digital media to influence policy opinion and mobilization, it is wise to lean into long-form content like podcasting.

In a time when Americans are feeling more isolated than ever, and political polarization is stronger than ever, it makes sense why podcasting and other long-form video content dominate as media sources. In a word: connection. Americans—especially younger ones—are gravitating toward podcasts because they offer conversational, humanized, and deeply engaging discussions. Listening is easy and can be done on the go, while still allowing you to hear in-depth discussions that make you feel like you're part of a conversation—and, as you become hooked on particular podcasters-- like you’re part of a community.

Listeners are not just learning about policy—they’re able to feel it. Through storytelling, emotion, and relatability, podcast hosts can bring legislative issues to life. This emotional connection is vital for advocacy. As we’ve emphasized before, people are more likely to act when they understand how policy impacts their daily lives. Effective policy messaging hinges on accessibility, emotional resonance, and timing. Podcasts deliver all three.

The power of podcasts to increase political awareness and build community can be a positive tool to keep the electorate up-to-date on news and policy discussions—but that power can also be a double-edged sword. Podcasts are a reflection of the beliefs of their hosts, and hosts are often not journalists "committed to truth". Thus, the podcast's influence is far from neutral.

An overwhelming 96% of podcast listeners who hear news discussed say they trust it to be as accurate or more accurate than other news sources. That’s concerning—especially considering that podcasting, by nature, blurs the line between journalism and entertainment. With jokes, tone, and unscripted commentary, many podcast hosts unintentionally (or intentionally) inject bias into political discussions. In addition to the bias of individual podcasts, research is revealing that the overall political podcasting arena is largely politically skewed—to the right. Media Matters found that right-leaning podcasts “had at least 480.6 million total followers and subscribers—nearly five times as many as left-leaning.” This means that people turning to podcasts for policy insight—many of them first-time voters or newly engaged citizens—may be receiving a steady stream of ideologically slanted content, often without realizing it.

The dominance of right-leaning podcasts doesn’t mean that parties interested in more neutral political messaging should abandon the space—it means we, as stakeholders, should engage it thoughtfully and intentionally. Podcasting represents a modern-day public square. If left unchecked, it can skew public understanding of critical issues. But when harnessed well, it can educate, mobilize, and create common ground.

For clients and organizations looking to utilize podcasting as a tool to engage the electorate on their issues, here’s what we encourage for those working in policy and advocacy:

• Invest in thoughtful, values-based podcast content that appeals across political lines

• Leverage nonpartisan voices and credible experts to build trust

• Use podcasts to deepen emotional connections to your issue—not just explain policy

Ultimately, the rise of podcasting signals a shift in how policy is not only communicated—but how it is understood, debated, and acted upon. Those who embrace the medium with strategy and care will be the ones to shape tomorrow’s policy conversations.