The latest podcast fundamentals study by iq digital in collaboration with Reppublika Research & Analytic* shows that the media offerings from the iq digital portfolio enjoy high usage and awareness.

 

The iq digital podcast portfolio impresses 78 percent of listeners with the exceptionally high credibility of the media brands FAZ.NET, Handelsblatt Online, Süddeutsche Zeitung, Der Spiegel, manager magazin, WirtschaftsWoche Online and DIE ZEIT. Listeners also appreciate the professional presentation and high-quality content.

 

Advertising in podcasts is accepted by listeners (82 percent), but 68 percent believe it should primarily match the content of the podcast. In terms of advertising format, the ‘presenter read’ format, which is used consistently across all podcasts in the iq digital portfolio, is more popular than host-read advertising, with 68 percent preferring it.

 

A total of 1,277 podcast listeners aged 18 and over who listen to podcasts at least once a month were surveyed between 12th July and 25th July 2025.

 

All insights and the study itself are available here.