Podcast Advertising Statistics By Category, Format, Demographics And Listener Behavior

Introduction

Podcast Advertising Statistics: Podcast advertising is experiencing rapid growth as more people tune in to shows on a wide range of topics. Brands are seizing this opportunity to speak directly to their audience in a friendly and personal manner. With millions of people listening to podcasts worldwide, it has become a valuable way for companies to showcase their offerings.

In this article, you’ll see updated statistics that show how much the podcast ad world is growing, how well it works, and why more businesses are choosing it. Whether you’re in marketing or just interested in digital trends, these numbers will show you why podcast ads are becoming so popular today. Let’s explore what makes podcast advertising so popular and why it’s becoming a smart choice for many businesses.

Editor’s Choice

• Podcast advertising is expected to generate over USD 4 billion globally in 2025, with projections reaching USD 5.03 billion by 2027.
• In the United States, podcast ad revenue is projected to exceed USD 2.5 billion by 2024.
• Approximately 63% of listeners have purchased after hearing about it on a podcast.
• Podcast Advertising Statistics show that around 81% of podcast listeners pay more attention to podcast ads than to ads on TV, radio, or social media.
• Approximately 55% of podcast ad revenue originates from ads read by the podcast host, which listeners often find more credible.
• Mid-roll ads (placed in the middle of episodes) account for nearly 64% of podcast ad revenue.
• Over 100 million Americans now listen to at least one podcast weekly, marking a 110% increase from the previous year.
• Podcast listeners are diverse, comprising 48% Black Americans and 43% Latino Americans.
• Additionally, 45% of U.S. women are monthly podcast listeners.
• Studies show that incorporating podcast advertising into marketing strategies can increase overall campaign effectiveness by 21% to 40%.
• Programmatic (automated) podcast ads are expected to grow, accounting for 30% of digital audio ad spending by 2025.

General Podcast Advertising Statistics

• In early 2024, the average cost per thousand impressions (CPM) for a 60-second podcast ad was about USD 23. This marked a drop of around 11% compared to the end of 2022.
• In 2019, podcast ads accounted for only 15% of all digital audio advertising. By the end of 2024, that share is expected to grow significantly, by more than doubling to over 34%.
• Podcast ads connect with audiences. About 72% of listeners say they pay more attention to podcast ads than to ads in other media.
• 63% of listeners have purchased something mentioned by a podcast host.
• Additionally, nearly half (46%) of weekly podcast listeners have purchased after hearing a product or service promoted on a podcast.
• A report published by divisiond.com shows that around 75% of podcast listeners say they trust the hosts they listen to
• Podcast Advertising Statistics further states that 71% of listeners are interested in learning more about advertised brands, more than any other channel.
• Meanwhile, 55% of Millennials listen to podcasts weekly, and 63% of adult monthly listeners are employed.
• Podcast listening is growing fast in the U.S. In 2024, around 135 million people had listened to a podcast in the past month. That’s a big jump from 120 million listeners in 2023.
• When it comes to where people listen, YouTube, Spotify, and Apple Podcasts are the top platforms. Together, these three made up 64% of weekly podcast usage in April 2024.
• Among those platforms, YouTube is the clear favorite, with 33% of listeners choosing it, followed by Spotify at 24% and Apple Podcasts at 12%.
• About 63% of podcast listeners are more likely to buy something they hear about on their favorite shows.
• Additionally, 54% hold brands in higher regard that advertise on those podcasts.
• When ads match the show’s theme, 72% prefer them. In the U.S., 42% have acted on podcast ads.

Types of Podcast Advertising Statistics

(Source: keywordseverywhere.com)

• Native Ads: These ads are integrated into the podcast itself and are typically read by the host. They sound like a natural part of the show, matching its tone and style.
• Sponsored Content: A brand pays to support a full episode or a segment. This enables the podcast to delve more deeply into the brand’s product or message through stories or discussions.
• Paid Interviews: A company representative is invited as a guest. They share knowledge or opinions about their field while also mentioning their brand or service.
• Product Placement: The podcast casually talks about or uses a product during the conversation. It’s not a direct ad, but the product is mentioned.
• Direct Response Ads: These ads prompt listeners to take immediate action, such as visiting a website or using a discount code. They’re made to get an instant response from the audience.

Podcast Advertising Market Statistics

(Reference: shortpixel.com)

• The global podcast advertising market was valued at approximately USD 14.6 billion in 2024 and is projected to reach USD 16.7 billion by 2025.
• It is expected to grow quickly and reach nearly USD 43 billion by 2032.
• This growth indicates that the market could expand at an average annual rate of 14.5% between 2023 and 2032.
• There are now over 2 million podcasts with more than 48 million episodes.
• Approximately 75% of listeners report paying close attention to podcast ads, and 69% find them more engaging than traditional radio or TV ads.
• According to the Market.us report analysis, host-read ads are especially popular; 80% of listeners prefer them because they feel more personal and trustworthy.
• Over 55% of podcast fans have purchased after hearing an advertisement, and 54% have taken action, such as visiting a website.
• Additionally, 65% of podcast listeners reside in households with incomes exceeding USD 75,000.
• In 2023, brand investment in podcast ads increased by 35%.

Podcast Advertising Statistics by Category

• Podcast advertising is growing rapidly because it is highly effective among all ad types; host-read ads lead the market, accounting for 58.7% of total revenue.
• When it comes to campaign types, direct response ads account for the largest share, at 64.8%.
• Podcast Advertising Statistics show that examining content genres, news, and politics podcasts generate the most revenue, accounting for a 26.2% share.
• For industries, the BFSI sector (banking, financial services, and insurance) is the top spender, contributing 15.8% of ad revenue.

Podcast Advertising Spending Statistics

(Reference: statista.com)

• According to a Statista report analysis, in 2017, brands spent approximately USD 540 million on podcast ads.
• By 2020, this number had already doubled to USD 1.07 billion. It continued rising, reaching USD 2.81 billion in 2022.
• Spending increased again in 2023 to USD 3.46 billion and is projected to reach USD 4.02 billion in 2024.
• Experts believe the upward trend will continue, with global podcast ad spending projected to exceed USD 4.46 billion by 2025, followed by USD 4.79 billion in 2026 and USD 5.03 billion in 2027.

Podcast Advertising Format Statistics

(Reference: podsqueeze.com)

• About 66.9% of podcast ads in the United States are read out loud by the podcast host.
• Nearly half of all podcast ads are longer than 30 seconds.
• More than 70% of people who listen to podcasts like it when the ads are spoken live during the recording, rather than played as a pre-recorded clip.
• For brands new to podcast advertising, mid-roll placements—ads inserted during the middle of an episode—are the most common choice.
• Host-read ads bring in more than half, around 55%, of the total podcast advertising revenue.

Podcast Advertising Reach and Result

• In March 2024 alone, the top 15 podcast advertisers spent nearly USD 50 million.
• Podcasts are now more popular than ever, with over 42% of Americans tuning in every month.
• That’s a big jump compared to just 12% about ten years ago.
• Around 36% of listeners say a podcast inspired them to try something new in their lifestyle, such as starting a workout routine, journaling, or purchasing a new product.
• Podcast Advertising Statistics show that currently, over 2,000 different brands utilize podcasts for advertising purposes.
• During the first quarter of 2024, over 1,400 brands advertised on podcasts for the very first time.
• On average, advertisers spend over USD 249,000 each month on shows ranked in the top 500.
• New brands typically start by investing around USD 20,000 to test how podcast ads work for them.

The United States’ Largest Podcast Advertisers Statistics

• In total, the top 10 podcast advertisers collectively spent approximately USD 124 million in Q4 2024, marking a 33% increase from the previous quarter.
• A Statista report analysis shows that in the last three months of 2024, Amazon spent the most on podcast ads in the United States, investing USD 22.2 million.
• Activision came next, spending USD 17.1 million during the same time.
• For the entire year, podcast ad spending in the U.S. totaled approximately USD 2.16 billion.
• This number is expected to continue growing, with ad spending projected to exceed USD 2.5 billion by 2026.

Podcast Listener Behavior Statistics

(Source: podsqueeze.com)

• Around six in ten people who listen to podcasts have purchased after hearing it advertised.
• Most podcast listeners hear between 5 and 7 ads in one episode.
• In the U.S., 73% of listeners are open to sponsored content, and 75% are satisfied with their purchases made through these channels.
• About 80% said ads don’t spoil the podcast’s quality.
• More than half of Gen Z listeners have purchased a podcast ad, compared to 42% of millennials.
• Super Listeners, those tuning in for over 5 hours a week, pay more attention to podcast ads than other listeners.
• Listeners are okay with 4 ads in a 60-minute podcast and 2 in a 15-minute one.
• Long ads over 40 seconds can lead to losing subscribers.

Monthly Podcast Listener Statistics by Demographic

• As of 2024, people aged 12 to 34 make up 59% of podcast fans in the United States; however, the percentage of listeners decreases with age.
• Meanwhile, 55% of podcast listeners were aged between 35 and 44 years, followed by 27% who were aged 55 years or older.

(Source: keywordseverywhere.com)

• In the U.S., 51% of monthly listeners are male, 48% are female, and 1% identify as non-binary.

By Country

• The United States has the highest number of podcast listeners, with around 129.9 million people tuning in.
• China comes next with 117.1 million listeners, followed by Brazil with 51.8 million.

Furthermore, the number of Podcast listeners in other countries is stated in the table below:

By Device

• In the U.S., most people who listen to podcasts weekly use their smartphones around 70% of the time.
• Only around 12% prefer to listen on a laptop or desktop, making phones the top choice by far.
• Others are followed by TV (8%), Tablet (5%), and Smart Speaker (5%).

Popular Podcast Platforms Statistics

(Source: backlinko.com)

• YouTube, Spotify, and Apple Podcasts make up 62% of the most-used platforms by US podcast listeners in October 2024.
• As of late 2024, YouTube has emerged as the most popular platform for podcast consumption in the United States, with 34% of weekly podcast listeners preferring it.
• Spotify and Apple Podcasts follow, with 17% and 11% of listeners, respectively.

Conclusion

In conclusion, podcast advertising is a smart and growing method for brands to reach their target audience. As more listeners tune in every day, businesses have a great chance to share their message in a natural and personal way. Ads in podcasts feel more trusted because they come from voices listeners know and like.

With lower costs and better targeting, podcast ads can help brands grow without incurring excessive expenses. Overall, podcast advertising is a powerful tool for today’s marketers seeking to connect with their target audience.