Podcast Advertising Market Size, Share, Opportunities, And Trends By Ad Type (Pre-roll Ads, Host-read Ads, Supplied Ads), By Campaign Type (Brand Awareness Ad, Direct Response Ad, Branded Content), By Genre (News And Politics, Society & Culture, Comedy, Sports, Others), By End User (BFSI, Media & Entertainment, Retail, IT & Telecommunication, Healthcare, Automotive, Travel And Tourism, Food & Beverages, Others), And By Geography - Forecasts From 2023 To 2028

  • Published : Oct 2023
  • Report Code : KSI061616109
  • Pages : 150

The podcast advertising market is projected to show steady growth during the forecast period.

Podcast advertising is a form of advertising that uses that takes place within a podcast episode. It involves podcast ads, which are promotional breaks in podcast content where the host reads an advertisement for a brand. Podcast advertising can occur through podcast sponsorship, where businesses pay for their product, service, or business to be promoted during a podcast in the form of an advertisement. The ad can be pre-recorded or host-read, and it can be fixed or dynamic. One of the primary selling purposes of promoting a digital broadcast is that audience members are now OK with the host. At the point when the host peruses promotion duplicate, there's now a degree of trust between the host and the crowd that wouldn't be there with elective mediums like video or show advertisements. Podcast ads generate twice the engagement of radio ads, and they offer advertisers one of the most engaged audiences available. By following the transformations and deals that emerge from your promotion, you can straightforwardly connect achievement (or deficiency in that department) to your web recording advertisement.


The podcast advertising market has been growing rapidly in recent years, with more and more businesses recognizing the potential of this medium to reach a highly engaged audience. The market offers various ad placements and formats, including host-read sponsorships and pre-recorded ads. One of the main benefits of advertising on podcasts is that listeners are already comfortable with the host, which creates a level of trust between the host and the audience. Podcast ads generate twice the engagement of radio ads, and they offer advertisers one of the most engaged audiences available.


  • Ad placement: The placement of ads within a podcast episode is crucial for advertisers. According to Podsights, Pre-roll podcast ads generate 5% more website visits than mid-roll ads. Advertisers should focus on placing their ads early in podcasts to maximize impressions.
  • Engaged audience: Podcasts offer advertisers one of the most engaged audiences available. Listeners are already comfortable with the host, which creates a level of trust between the host and the audience. Webcast promotions produce two times the commitment of radio advertisements.
  • Specificity: Businesses can sponsor podcasts that align with their brand and target specific demographics with their ads. This particularity implies that the organizations' return on money invested is probably going to be a lot higher with digital recording publicizing than with a more summed-up television or radio promotion crusade that contacts general crowds.
  • Variety of ad formats: Podcast ads can be bought directly from podcast show hosts or programmatically using an audience-based buying approach. Ad formats include audio ads, host reads, endorsements, custom segments, branded series, and presenting sponsorships.
  • Growing audience: The podcast audience is growing rapidly, with millions of monthly listeners in the US alone. Media spending has begun to shift to podcast advertising because of this astounding growth.

Products offered by key companies:

  • Amazon Music also offers a variety of targeting options for podcast advertisers, so they can reach their desired audience. For example, advertisers can target listeners based on their demographics, interests, the genre of podcasts they listen to, and even the devices they use to listen to podcasts.
  • Spotify offers a variety of tools to help businesses to track and subsequently measure the results of their podcast advertising campaigns. These tools allow businesses to see how many people heard their ads, how many people clicked on their ads, and what actions people took after clicking on their ads.
  • SXM Media offers a variety of podcast advertising solutions to help businesses reach a large and engaged audience. Advertisers can target their ads to listeners based on demographics, interests, or contextual factors.

Prominent growth in the News and Politics segment within the podcast advertising market:

The news and politics segment is a prominent growth area within the podcast advertising market. This is because of the huge number of clients that pay attention to this classification day to day. The news and politics genre is prominent in various formats, including one-on-one interviews, panel debates, and solo news updates. The growth of this segment is driven by the growing popularity of podcasts, both in terms of listeners and content, as well as the rise of automated advertising technology and the increasing investment in advertising in non-traditional categories, have all contributed to a shift in the advertising landscape.\ (religion, etc.). The engaged audience of podcast listeners is also a factor in the growth of this segment, as listeners are already comfortable with the host, which creates a level of trust between the host and the audience. 

The Asia Pacific region is expected to hold a significant share of the podcast advertising market:

The Asia Pacific region is expected to hold a significant share of the podcast advertising market due to various factors. The Asia Pacific region has seen a significant increase in podcast listenership in recent years. This is mainly because of the increasing availability of smartphones and the internet, which has made it more convenient for people to access and consume podcasts. There has been a growing investment in podcasting in the Asia Pacific region, with more companies and individuals creating and producing podcasts. The podcast advertising market in the Asia Pacific region is still relatively new, which means there is less competition compared to more established markets like the US and Europe. This presents favourable opportunity for businesses to reach a new audience and establish themselves in the market.

Key developments:

  • In June 2020, Spotify released Ad Studio for Creators, a self-service platform that allows podcast creators to insert ads into their podcasts and manage their ad campaigns.
  • In June 2021, Apple launched Apple Podcasts Subscriptions, a new service that allows podcast creators to charge listeners for access to exclusive content.


  • By Ad Type
    • Pre-roll Ads
    • Host-read Ads
    • Supplied Ads
  • By Campaign Type
    • Brand Awareness Ad
    • Direct Response Ad
    • Branded Content
  • By Genre
    • News and Politics
    • Society & Culture
    • Comedy
    • Sports
    • Others
  • By End User
    • BFSI
    • Media & Entertainment
    • Retail
    • IT & Telecommunication
    • Healthcare
    • Automotive
    • Travel and Tourism
    • Food & Beverages
    • Others
  • By Geography
    • North America
      • United States
      • Canada
      • Mexico
    • South America
      • Brazil
      • Argentina
      • Others
    • Europe
      • United Kingdom
      • Germany
      • France
      • Spain
      • Others
    • Middle East and Africa
      • Saudi Arabia
      • UAE
      • Israel
      • Others
    • Asia Pacific
      • Japan
      • China
      • India
      • South Korea
      • Indonesia
      • Thailand
      • Others


1.1. Market Overview

1.2. Market Definition

1.3. Scope of the Study

1.4. Market Segmentation

1.5. Currency

1.6. Assumptions

1.7. Base, and Forecast Years Timeline


2.1. Research Data

2.2. Research Process


3.1. Research Highlights


4.1. Market Drivers

4.2. Market Restraints

4.3. Porter’s Five Force Analysis

4.3.1. Bargaining Power of Suppliers

4.3.2. Bargaining Power of Buyers

4.3.3. Threat of New Entrants

4.3.4. Threat of Substitutes

4.3.5. Competitive Rivalry in the Industry

4.4. Industry Value Chain Analysis


5.1. Introduction

5.2. Pre-roll Ads

5.3. Host-read Ads

5.4. Supplied Ads


6.1. Introduction

6.2. Brand Awareness Ad

6.3. Direct Response Ad

6.4. Branded Content


7.1. Introduction

7.2. News and Politics

7.3. Society & Culture

7.4. Comedy

7.5. Sports

7.6. Others


8.1. Introduction

8.2. BFSI

8.3. Media & Entertainment

8.4. Retail

8.5. IT & Telecommunication

8.6. Healthcare

8.7. Automotive

8.8. Travel and Tourism

8.9. Food & Beverages

8.10. Others


9.1. Introduction

9.2. North America

9.2.1. United States

9.2.2. Canada

9.2.3. Mexico

9.3. South America

9.3.1. Brazil

9.3.2. Argentina

9.3.3. Others

9.4. Europe

9.4.1. United Kingdom

9.4.2. Germany

9.4.3. France

9.4.4. Spain

9.4.5. Others

9.5. The Middle East and Africa

9.5.1. Saudi Arabia

9.5.2. UAE

9.5.3. Israel

9.5.4. Others

9.6. Asia Pacific

9.6.1. Japan

9.6.2. China

9.6.3. India

9.6.4. South Korea

9.6.5. Indonesia

9.6.6. Thailand

9.6.7. Others


10.1. Major Players and Strategy Analysis

10.2. Market Share Analysis

10.3. Mergers, Acquisitions, Agreements, and Collaborations


11.1.  AdvertiseCast, LLC

11.2. Amazon.com, Inc.

11.3. Acast

11.4. Audacy, Inc.

11.5. Liberated Syndication

11.6. Podbean

11.7. SoundCloud Limited

11.8. Spotify AB

11.9. Stitcher Media LLC

11.10. SXM Media

AdvertiseCast, LLC

Amazon.com, Inc.


Audacy, Inc.

Liberated Syndication


SoundCloud Limited

Spotify AB

Stitcher Media LLC

SXM Media