Evaluating the Effectiveness of Podcasts as a Content Marketing Tool for Brand Awareness among Millennials and Gen Z

Abstract

This study investigates the effectiveness of podcasts as a content marketing tool for enhancing brand awareness among Millennials and Generation Z. With the growing popularity of podcasts and their unique ability to foster trust and intimacy between hosts and listeners, the research examines how listening behaviour and host credibility influence key brand outcomes—awareness, recall, trust, and purchase intention.

Using a quantitative, cross-sectional survey design, data were collected from 200 urban Indian podcast listeners (100 Millennials and 100 Gen Z). The study draws on Content Marketing Theory, Uses and Gratifications Theory, and Generational Cohort Theory to frame its analysis. Results show that increased podcast listening frequency is significantly associated with higher brand awareness (F = 2.456, p = .047), though not with purchase intention (F = 1.111, p = .353). No significant differences were found between Millennials and Gen Z in their levels of trust in podcast advertising or brand perception, indicating the medium’s broad generational appeal.

Host credibility—measured through trust, emotional connection, and the perceived authenticity of host-read ads—did not significantly influence brand trust. Similarly, podcast engagement did not predict stronger brand recall, challenging the assumption that deeper listener involvement improves ad effectiveness. Demographic factors such as age, gender, and education were also not found to significantly impact outcomes.

The findings suggest that while podcasts are effective for building brand awareness across younger demographics, conversion into purchase behaviour may require more personalized or relevance-driven strategies. Podcasts appear to function as inclusive marketing platforms, offering scalable branding opportunities for diverse audiences.