- Based on findings from our forthcoming Marketing Support: The Advisor View, advisors tune in to podcasts when content directly supports their day-to-day work: topic relevance dominates (70%), far outweighing any buzz or promotion.
- Professional development matters: 44% listen to gain new insights, while elements like guests or recommendations play a supporting, not leading, role.
- Familiar hosts (15%) and credibility signals help, but trending topics (8%) and brand loyalty (7%) have minimal pull, reinforcing that meaningful, practical content is what keeps advisors listening.
