B2B Podcasts: A Neglected Format Despite Outstanding ROI

According to a Sapio Research survey, the podcast is the go-to channel for 43% of American decision-makers during their commute and downtime. Yet in B2B — particularly in France — it remains significantly underused relative to its potential.

Why podcasts work in B2B

• Captive attention: podcast listeners engage for 20–40 minutes, far longer than any other content format;
• Trust and intimacy: the conversational format builds a parasocial relationship with the host and brand;
• Reach in unexpected moments: commuting, exercise, cooking — podcasts access audiences where no other channel can.

The ROI case

B2B podcast listeners are more likely to act on sponsored content than any other format. They are also more likely to recommend the brand to colleagues.