Influence of Podcast Formats on Brazilian Listeners’ Engagement and Purchase Decision

Érika Rodrigues dos Santos; Sílvia Maria Morales Pereira

DOI: 10.22167/2675-6528-202602864

Article derived from a Course Conclusion Work (TCC), with content based on the student’s original work and adapted to the editorial format of the E&S Magazine with the support of the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege for textual synthesis and organization.

Summary

The podcast has consolidated itself as a popular media format among the Brazilian audience and, consequently, a channel for advertising use. In addition to the traditional format, which relies solely on audio, the videocast emerged, combining audio with image, expanding communication possibilities. The study aimed to understand how podcast and videocast formats influence the engagement and purchase decision of Brazilian consumers, considering the role of visual elements in the perception and interaction with advertising content. To this end, an exploratory and descriptive research was conducted, with a literature review and a survey through a questionnaire, using non-probabilistic convenience sampling. The data analysis approach was quantitative and collected 193 valid responses. The results indicated that the sample was neutral regarding the influence of formats on purchase decisions, although it reaffirmed trends regarding the perception of visual and auditory elements in advertisements. It was concluded that the channel has established itself as a relevant option for the construction and promotion of products and services, showing high rates of brand recall and consumption frequency by the public.

Keywords: Audio; Campaigns; New formats; Videocast; Visual.

1. Introduction

The podcast has consolidated itself as a popular media format in Brazil and, consequently, as a relevant channel for advertising use (IAB, 2021). The term “podcast” derives from the union of “iPod”, which refers to personal on-demand content, and “broadcast”, which means transmission (Manduca and De Rezende, 2021). Currently, a podcast is understood as a digital audio or video publication, made available on-demand on mobile devices or computers online (IAB, 2022).

This digital product has achieved global consolidation and significant numbers in Brazil. In 2023, the Brazilian audience reached 51.8 million monthly listeners (Statista, 2025). The country ranks eleventh globally in the percentage of users who listen to podcasts weekly, with 59.7%, and sixth in time spent, with two hours and fifty-eight minutes (DataReportal, 2025). Consumption is characterized by listening to three to four different programs per week, with 82% of listeners dedicating themselves exclusively to the activity, indicating deep immersion (Nielsen, 2024).

A pattern of behavior is observed in the consumption of products and services in the digital environment, which is reflected in podcast listeners (Kotler et al., 2021). The customer journey, which includes assimilation, attraction, inquiry, action, and advocacy, highlights social influence on purchasing decisions, where exposure to brands occurs through recommendations, advertisements, and third-party experiences (Kotler et al., 2021). Data indicate that 35% of listeners discover new offers through podcast ads, and 48% are more likely to buy after presenter recommendations, exceeding the 40% rate observed on social media (Nielsen, 2024). Furthermore, more than half of Brazilian listeners take some action after exposure to podcast ads, such as searching for more information online (37%), visiting the brand’s website (27%), or consuming content on social media (18%) (IAB, 2021).

In this scenario of high public acceptance, it becomes crucial to understand which additional factors can influence the effectiveness of advertisements and their persuasive capacity (Brinson et al., 2023). Receptivity to actions performed by presenters, inserted into the content, tends to be higher than to sponsored messages (Brinson et al., 2023). In parallel, the public’s perception regarding the way the message is presented, whether in video or audio, gains relevance (Guerra, 2025). Currently, videocasts, which combine audio and image, have shown growing adherence, with more than half of Americans having already watched at least one (Edison Research, 2025). In Brazil, this trend is confirmed, with 55% of listeners increasing their videocast consumption in the last semester (Nielsen, 2024).

Investment in marketing for podcasts and videocasts tends to grow, driven by cost-effectiveness and the engaged and loyal nature of their audience (Benes, 2022; Brinson et al., 2023). Video, by offering additional visual elements, can be a powerful ally in building brand messaging, but it can also act as a limitation for consuming programs that were originally audio-only (Guerra, 2025). Given this remarkable representativeness and receptiveness, it is pertinent to investigate the impact that the podcast’s adopted format (audio versus video) may have on the results of advertising campaigns.

Thus, the central problem of this study questions whether the podcast format, video versus audio, interferes with the engagement level of the Brazilian public regarding products and services offered on these channels, and consequently, affects their purchasing decision. The justification for this research lies in the need to understand the influence of digital media formats on the perception and interaction with advertising content, providing valuable insights for more assertive marketing strategies. The objective of this study is to understand how podcast and videocast formats influence the engagement and purchasing decision of Brazilian consumers, considering the role of visual elements in the perception and interaction with advertising content.

2. Material and Methods

The research was designed with an exploratory and descriptive nature, following the methodological guidelines of Marconi and Lakatos (2021) and Gil (2019). The exploratory phase consisted of a comprehensive bibliographic review, which sought to gather information and prior knowledge about the central theme of podcasts and videocasts, as well as the audience’s perception and interaction with advertising content, considering visual and auditory elements. For this purpose, reliable sources such as books, scientific articles, dissertations, and theses were consulted. This stage allowed for a deeper understanding of the subject, as well as assisting in the identification of new approaches and in the correlation between existing literature and the potential findings of the study. Complementarily, the descriptive research aimed to define the characteristics of the phenomenon under analysis, collect opinions and attitudes from a specific group, and explore the relationships between the studied variables.

The research strategy adopted was a survey, of the *survey* type, conducted through a structured questionnaire. For the selection of participants, a non-probabilistic convenience sampling was used, which included individuals who were widely available and willing to collaborate with the study (Richardson, 2017). This technique, although it does not allow the generalization of results to the total population, was adequate for collecting data on the perceptions and behaviors of Brazilian listeners. At the end of the process, 193 valid responses were obtained for analysis.

The data collection instrument consisted of a structured questionnaire, developed and administered through the Google Forms platform. Data collection occurred during November and December 2025, with the questionnaire disseminated on social networks such as LinkedIn, Instagram, and WhatsApp. The questionnaire was divided into three distinct sections. The first section presented the Informed Consent Form (TCLE) and a filter question, which ensured the participation of only individuals who declared listening to podcasts or watching videocasts, establishing the inclusion criterion for the research.

The second part of the questionnaire focused on the sociodemographic characterization of the respondents, collecting profile information without any personal identification. The third and final section directly addressed the object of study, investigating the influence of advertisements broadcast on podcasts and videocasts on listeners’ purchasing decisions. Questions were explored about how the ad format (audio or video) impacts purchasing behavior and the perception of the relationship between the program’s theme and the offered product or service. The construction of these questions was based on the studies by Marconi and Lakatos (2021).

Regarding the ethical aspects, the research was conducted as an opinion study, exempt from submission for review by the Research Ethics Committee (CEP), as provided for by CNS Resolution No. 510, of April 7, 2016. The Consent agreement was presented to the participants in the first section of the Questionnaire, ensuring the voluntariness and anonymity of the responses. After collection, the data were organized and processed, and the analysis approach employed was quantitative in nature, focused on the measurement and classification of the information obtained.

3. Results and Discussion

The research, which collected 193 valid responses, revealed a predominantly female demographic profile, representing 87% of the sample. The most expressive age group was concentrated between 29 and 39 years old, encompassing 45% of the participants. In terms of education, 37% of respondents had completed higher education, while the most common monthly family income was in the range of R$ 4,237.00 to R$ 7,061.00, with 30% of the sample. Geographically, the majority of participants, 54%, resided in the State of São Paulo. This data provides an overview of the consumer audience for podcasts and videocasts investigated, indicating an audience with a certain level of education and purchasing power.

When analyzing consumption habits, it was found that the traditional podcast, focused solely on audio, remains the most popular format, being consumed more frequently by 54% of respondents. The videocast, which integrates audio and video, was the preferred format for 27% of the sample, while 19% stated they consume both formats in a balanced way. This preference for audio podcasts can be attributed to their convenience and the vast variety of content available, as pointed out by Perks and Turner (2019), which facilitates consumption in various situations and at different times of the day.

Regarding the most consumed content types, entertainment, which includes music, movies, and series, stood out with 27% of preferences. Following that, true crime and investigation stories attracted 21% of listeners, and news and current affairs were mentioned by 15%. The predilection for entertainment content aligns with Schultz’s (2023) suggestion that audiences tend to prefer ads that also offer entertainment, reinforcing the immersive and engaging nature of the podcast format. The diversity of consumed themes demonstrates the broad reach of these channels.

The frequency of media consumption was also a relevant point, with 45% of participants listening to or watching podcasts and/or videocasts two to four times a week. A significant 27% reported daily consumption, and 18% do so once a week. Adding these data, it is observed that 90% of the sample consumes these formats at least once a week, exceeding the average of 60% of weekly listeners in Brazil, according to DataReportal (2026). This high frequency of consumption indicates that podcasts and videocasts are deeply integrated into the daily routines of Brazilians, consolidating themselves as channels with high adherence and potential for communication.

Regarding the devices used for consumption, the mobile phone has emerged as the dominant platform, being the choice of 74% of respondents. Other devices, such as Smart TVs and computers, were mentioned by 11% and 10%, respectively. The prevalence of mobile phones reflects Brazilians’ connection habits, with 92.1% of the population over fifteen years old owning a device and 98.4% using it to access the internet (DataReportal, 2026). This ubiquity of mobile phones facilitates access to this content and contributes to the continuous growth of consumption, making it a high-penetration media channel.

The perception of advertising announcements in different formats was investigated, and the results indicated high recall. In podcasts, 81% of listeners claimed to remember hearing some advertisement. For videocasts, the recall rate was slightly lower, but still expressive, with 77% of participants remembering seeing advertisements. These findings corroborate the literature that suggests the high frequency of podcast and videocast consumption increases the propensity for brand recall and the perception of advertising content, as highlighted by Gandhi et al. (2025).

The influence of format on ad recall showed more balanced results. Around 33% of respondents stated they remembered ads with the same intensity, regardless of whether they were audio or video. A portion of 26% claimed to remember audio-only ads (podcast) more, while 25% recalled watched ads (videocast) more. This relative neutrality can be explained by the complexity of perception, where, although individual perception might indicate greater concentration on videos, laboratory studies suggest greater cognitive and emotional engagement with audios, according to Richardson et al. (2020). Such ambivalence suggests that the real influence of each format on recall may be more nuanced than listeners’ initial perception.

The public’s reaction after exposure to advertisements was also analyzed, revealing that the majority, 53%, took no immediate action. However, 33% stated that, although they had not acted at the moment, they considered the option presented when they needed the product or service. Furthermore, 10% researched the product and considered purchasing it, but did not finalize the purchase at that instant. This data suggests that the channel acts more in the attraction and inquiry phases of the customer journey, according to Kotler et al. (2021), influencing the consideration stage rather than generating an immediate purchase. Thus, the format proves effective in building brand awareness.

Regarding the direct influence of advertisements on purchasing decisions, the sample demonstrated a neutral stance. For podcast advertisements, 41% of respondents declared themselves neutral. When grouping the responses, 37% stated they were not influenced (15% “not influenced at all” and 22% “not influenced”), while 22% declared some influence (21% “influenced” and 1% “greatly influenced”). A similar pattern was observed for videocast advertisements, with 43% neutrality and 35% no influence. These results corroborate studies such as Gandhi et al. (2025), which found no significant relationship between podcast consumption and increased purchase intention, indicating that these channels are more effective for branding than for direct sales conversion.

The quality of audio and video resources in videocasts was considered important for understanding the advertisement’s message. Half of the sample (51%) agreed with this statement, and 26% fully agreed, totaling 77% approval. Only 20% remained neutral. This result validates the hypothesis that the quality of visual production is essential, as high-quality videos stimulate emotional responses in the audience, increasing engagement with the content, as pointed out by Taj (2025). The effective union of audio and video, therefore, is crucial for message transmission.

In the context of podcasts, the good use of soundtracks and sound effects was also valued for understanding the message. About 47% of the sample agreed with the statement, and 31% fully agreed, totaling 78% approval. This finding reinforces the importance of sound techniques and narrative strategies to promote greater listener immersion and better acceptance of advertising messages, according to the study by Wang and Chan-Olmsted (2023). The sample reaffirmed that these elements are beneficial for understanding messages in audio-only formats.

The perception regarding the exclusive use of audio in podcast advertisements did not prove detrimental to message comprehension. A portion of 35% disagreed with the statement that audio interferes with comprehension, and 13% strongly disagreed, totaling 48% who do not view audio as a negative factor. Another 32% remained neutral. Only 20% (17% agreeing and 3% strongly agreeing) believe that audio interferes. This suggests that the authenticity, speech pace, and spontaneity of the presentation, characteristics of audio, are elements that build trust and credibility, not harming the audience’s experience, as indicated by Nguyen et al. (2025).

Comparatively, the perception that advertisements in videocasts attract more attention and influence purchasing decisions more than podcasts generated balanced results. The majority (32%) remained neutral. While 33% (28% agreed and 5% strongly agreed) believe in greater attention and influence from videocasts, 35% (22% disagreed and 13% strongly disagreed) do not share this view. This absence of a significant discrepancy between audience perspectives may be explained by the contrasting results between individual perception and physiological responses when consuming video or audio content, according to Richardson et al. (2020).

The visual presentation of products and services in videocast ads was perceived as a factor that increases engagement and interaction. A portion of 36% agreed with this statement, and 5% fully agreed, totaling 41% approval. In contrast, 32% (20% disagreed and 12% strongly disagreed) did not agree, and 27% remained neutral. The 41% inclination of the audience to have greater involvement with videocast ads through the use of video reinforces the idea that longer videos stimulate emotional responses in the audience, resulting in greater engagement, as observed by Taj (2025).

The lack of visual resources in podcasts was not seen as a significant impediment to ad engagement. The majority (31%) disagreed that the absence of video affects engagement, and 15% strongly disagreed, totaling 46% disagreement. A portion of 27% remained neutral, and 27% (23% agreed and 4% strongly agreed) believe that the lack of video affects engagement. These results suggest that the relationship between audience and podcast is established and strengthened by authenticity, narrative, and vocal elements, rather than by the presence of visual stimuli, as argued by Nguyen et al. (2025).

The relationship between the advertisement’s theme and the podcast/videocast’s theme was considered influential in the purchase decision. Half of the sample (39% influence and 11% strongly influence) pointed out this influence, totaling 50%. Another 30% remained neutral, and 20% (11% do not influence and 9% do not influence at all) denied the influence. This preference for advertisements aligned with the program’s content, as highlighted by Brooks (2022) and Schultz (2023), enhances the impact on purchase intention and brand relationship, confirming the need for thematic coherence in advertising campaigns.

Cross-analysis between the results

The cross-analysis between gender and the influence of advertisements on podcasts in purchasing decisions revealed that women demonstrate a greater propensity to be impacted. Although the majority of both genders declared themselves neutral (41% of women and 46% of men), 24% of women acknowledged some influence, in contrast to 12% of men. This data suggests that podcasts can be a particularly relevant channel for promoting products and services targeted at the female audience, considering their greater receptivity to campaigns broadcast in this format.

When comparing the influence of advertisements in videocasts on purchasing decisions by gender, a proximity in impact levels was observed. For men, 19% acknowledged some influence, while for women, this percentage was 23%. The majority of men (42%) stated they were not impacted, and 35% remained neutral. Among women, 44% indicated neutrality and 16% denied the influence. This similarity in results suggests that videocasts do not present a significant differentiation in influence between genders, potentially being an effective option for engaging both audiences in advertising campaigns.

The distribution of format consumption by age group indicated the prevalence of podcasts. The audio format was most consumed by respondents aged 51 to 61 years (75%), 29 to 39 years (56%), and 18 to 28 years (55%). In the age groups of 40 to 50 years and over 62 years, there was a more balanced consumption between formats, with 41% and 25% for each format, respectively. The age group over 62 years showed the highest balanced consumption, with 50% for both formats. Although podcasts predominate, the relevance of videocasts, with significant numbers in both exclusive and combined consumption, points to the importance of considering both formats in advertising strategies.

The correlation between schooling and the perception that videocasts generate more attention and influence purchasing decisions, compared to podcasts, showed variations. Respondents with Elementary School (complete or incomplete) showed 100% agreement with this hypothesis. However, at higher education levels, opinions became more dispersed. For Incomplete Higher Education, 44% agreed and 42% disagreed. In complete Postgraduate studies, 35% agreed and 34% disagreed. In Complete Higher Education, disagreement was higher (41% versus 30% agreement), and in Master’s/Doctorate, 27% disagreed compared to 18% who agreed. This data suggests that videocast acceptance may be higher among audiences with lower schooling, while higher education levels tend towards a more critical or neutral perception, indicating that podcasts may be a more cost-effective alternative for certain segments.

The relationship between respondents’ monthly income and the influence of format on ad recall was also analyzed. Four income groups (above R$ 7,062.00, R$ 9,887.00, R$ 4,237.00, and R$ 12,712.00) denied the hypothesis of format influence, claiming to remember the ads with the same intensity, with percentages of 64%, 41%, 39%, and 38%, respectively. In other groups, the results were balanced regarding recall related to each format. Videocast predominated in recall for income brackets above R$ 15,537.00 (33%) and R$ 7,062.00 (14%), while podcast stood out for brackets above R$ 12,712.00 (31%) and R$ 4,237.00 (30%). Overall, no clear relevance of a specific format was identified, with scattered results and a significant portion of the sample reluctant to acknowledge the impact of this factor.

Practical implications of the study

The research results offer practical insights for developing marketing strategies in podcasts and videocasts. The main implication is the need to prioritize the adherence between the theme of the advertisements and the content of the programs. This thematic compatibility, as pointed out by Schultz (2023), is crucial for increasing audience acceptance and enhancing influence on purchasing decisions. The wide range of content genres available in these formats, such as entertainment, news, and education, expands the possibilities for segmentation and attractiveness to different target audiences.

In operational terms, advertising campaigns should explore the intrinsic characteristics of each format. In podcasts, the strategic use of soundtracks and sound effects can enhance attention and comprehension of messages, as evidenced by the appreciation of these elements by the sample and by the studies of Wang and Chan-Olmsted (2023). For videocasts, the quality of audio and video, combined with the visual presentation of products or services, contributes significantly to greater engagement and better assimilation of advertising content, as reinforced by Taj (2025).

Although research has indicated that direct conversion into purchase is limited, podcast and videocast formats play a relevant role in the intermediate stages of the consumer decision-making process. They are effective in generating interest, researching, and considering products and services, acting as powerful tools for building reputation, launching new products, and strengthening the brand. This effectiveness is supported by the high frequency of consumption and the high recall of advertisements by the audience, according to the study’s findings.

To potentiate the impact on purchasing behavior, it is recommended to integrate these formats with other marketing strategies. The adoption of complementary actions, as suggested by Gandhi et al. (2025), can amplify the effectiveness of campaigns, transforming the initial exposure in podcasts and videocasts into more concrete purchasing actions. This holistic approach allows brands to leverage the capacity of these channels to engage and inform, directing the audience to other platforms where the conversion can be finalized.

In summary, the research demonstrated that, although the format (audio versus video) is not a direct determining factor in the purchase decision, it influences audience recall and engagement. The sample showed neutrality regarding direct influence on purchase, but valued sound quality in podcasts and visual presentation in videocasts for message comprehension. The advertisement’s theme aligned with the program’s content proved crucial for positive perception. These findings reinforce the role of podcasts and videocasts as strategic tools for brand building and engagement in the initial stages of the consumer journey, responding to the objective of understanding the influence of these formats on the perception and interaction with advertising content.

4. Conclusion

The present study aimed to understand how podcast and videocast formats influence the engagement and purchase decision of Brazilian consumers, considering the role of visual elements in the perception and interaction with advertising content. It was found that traditional podcasts, focused on audio, remained the most consumed format, although videocasts show growing adoption. High ad recall was observed in both formats, with 81% for podcasts and 77% for videocasts. However, the sample showed neutrality regarding the direct influence of the format on recall and, especially, on purchase decisions, indicating that these channels act more in the attraction and consideration phases of the customer journey. The quality of audio and video resources in videocasts, as well as the good use of soundtracks and sound effects in podcasts, was considered crucial for understanding the advertising message. The study’s main practical contribution lies in the need to align the theme of advertisements with the content of the programs, optimizing audience acceptance and engagement.

The limitations of this study include the high concentration of respondents in the state of São Paulo and the predominance of female participants, in addition to non-probabilistic convenience sampling, which restricts the generalization of the results. The neutrality expressed by the sample regarding direct influence on purchasing decisions also represents a limitation. For future studies, it is suggested to deepen participants’ perception of real advertising campaigns, seeking to reduce the neutrality factor of the responses. It is also recommended to conduct direct comparisons between programs that exclusively use one of the formats, allowing for a more detailed analysis of the target audience’s preferences and the specific impact of each format.

Bibliographic References

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Interactive Advertising Bureau [IAB]. 2022. Guia de Podcast Advertising 2022. Disponível em: <https://iabbrasil.com.br/wp-content/uploads/2022/03/IAB-BRASIL_GUIA_PODCAST-ADVERTISING_20220503_FINAL.pdf>. Acesso em: 7 out. 2025.

Manduca, Alexandre.; De Rezende, Taynara Borges. 2021. Podcast como ferramenta de marketing de conteúdo. South American Development Society Journal, 7(20): 66. Disponível em: <https://sadsj.org/index.php/revista/article/view/437>. Acesso em: 7 out. 2025.

Statista. 2025. Podcast consumption in Latin America – statistics & facts. Disponível em: <https://www.statista.com/topics/9770/podcast-consumption-in-latin-america/?srsltid=AfmBOorQsFumAB

Article originating from the Final Course Work of the Specialization in Marketing of the MBA USP/Esalq

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