One in Four Podcast-Consuming Voters Say a Candidate's Podcast Appearance Could Impact Their Vote

As the United States approaches the 2026 midterm elections, new research from Sounds Profitable, the trade association for the podcast industry, reveals the potential influence of podcast appearances on voter preferences. According to the findings, one in four likely voters who consume podcasts monthly say a candidate’s appearance could make them more likely to vote for that candidate, while 9% say it could make them less likely. The findings are nearly identical among weekly podcast consumers, with 26% reporting a potential positive influence and 8% reporting a negative one.

The findings, released as part of The Podcast Landscape 2026, suggest that podcasts have become an increasingly relevant channel for political candidates seeking to connect with voters, with opportunities extending far beyond traditional political news and commentary programming.

Notably, the potential influence of podcast appearances extends well beyond political programming. Likely voters who do not consume political talk podcasts are just as likely as political-talk listeners to say an appearance could make them more likely to support a candidate, with both groups reporting 25%. Those who do not listen to political talk represent 70% of likely voting monthly podcast consumers, suggesting candidates may have opportunities to reach receptive voters through entertainment, lifestyle, sports, and other nonpolitical programming.

The research also suggests that the potential influence of podcast appearances is not limited to one political party. Among likely Republican voters, 21% say a candidate’s podcast appearance could make them more likely to vote for that candidate, compared with 19% of likely Democratic voters. Independents appear less receptive, with 11% reporting the same potential influence.

“The 2024 presidential election was dubbed the ‘podcast election,’ and we saw firsthand how candidates could reach voters through shows outside traditional political and news programming. Two years later, we now have data that reinforces what many observed during that election: the potential influence of podcasting extends far beyond political content,” said Tom Webster, Partner at Sounds Profitable. “One in four likely voters who consume podcasts say a candidate’s appearance could make them more likely to vote for that candidate, with those who don’t listen to political talk shows reporting the same potential influence as those who do. This speaks to the extraordinary potential of the medium as a whole to shape political conversations and voter perceptions.”

Podcast consumers are also increasingly comfortable with politicians appearing on their favorite shows. Six in ten monthly podcast consumers (60%) say it is appropriate for politicians to appear on podcasts, up from 56% in 2025. Among the broader U.S. adult population, 48% consider such appearances appropriate, compared to 10% who say they are inappropriate.

Political talk itself remains a significant category within podcasting, ranking among the medium’s five largest genres. Its audience is also nearly evenly divided along party lines, with Democrats representing 36% of political talk podcast consumers and Republicans accounting for 35%.

Taken together, the findings illustrate the growing relevance of podcasts in political communication. While political talk programming continues to attract substantial audiences across party lines, candidates looking to engage potential voters may find equally receptive audiences across the broader podcast landscape.

The findings are part of The Podcast Landscape 2026, Sounds Profitable’s annual study of podcast consumption in the United States, based on a nationally representative survey of 5,473 U.S. adults.

The Podcast Landscape is now available to download here.