Podcasting Power: What the Latest Data Tells Us

Podcasting continues to prove its power, not just as a storytelling platform but as one of the most efficient advertising channels in the digital media landscape. The latest Podcast Performance Benchmark (PPB) report from Podscribe reveals that podcast ads can deliver more than twice the performance lift of streaming audio ads, offering advertisers significantly more value per impression.

Podcasting Outperforms Streaming Audio

According to Podscribe’s data, brands investing in podcast advertising see a 37% median lift in listener-attributed actions (like online searches or website visits). In comparison, streaming audio ads provide a 16% lift, less than half the impact.

Why the difference? Podscribe attributes it to the uniqueness of the podcast audience. Podcast listeners tend to be more engaged and harder to reach on other platforms, meaning every ad exposure counts for more. In contrast, streaming audiences are also more likely to be exposed to ads through various channels, such as AM/FM radio, which dilutes the effect of individual streaming ads.

Small Brands, Big Gains

Interestingly, smaller podcast advertisers are seeing some of the most significant returns.

  • Smaller brands: +56% lift in unique monthly site visitors
  • Larger brands: +13% lift

For streaming audio, the numbers are similar: +58% for smaller advertisers and +15% for larger brands. This suggests that podcasting is a powerful channel for growth-stage brands looking to drive awareness and engagement efficiently.

How Fast Do Listeners Respond?

Podscribe’s Lag Report shows how quickly listeners take action after hearing an ad:

  • 17.3% of website visits happen within 24 hours
  • 42.3% within 7 days
  • 80% within 22 days

This data is encouraging for marketers looking to measure ROI over short and medium timelines.

Who Converts Best?

New data from Podscribe’s partnership with TransUnion provides demographic insights:

  • Affluent audiences respond 25% better in purchase index scores
  • Highly educated listeners convert up to 17% more, likely due to stronger buying power

This reinforces the value of podcast audiences: they tend to be well-informed, higher-earning, and more likely to take action.

Host-Read Ads Still Reign

While newer podcast formats continue to emerge, host-read ads remain the most effective, both in site visits and purchases.

  • Longer host-read ads are more efficient per impression and cost
  • Producer-read ads also benefit from longer formats
  • Mid-rolls win on impression efficiency
  • Pre-rolls lead on per-dollar performance

This balance of creativity and cost-effectiveness makes a smart ad placement strategy crucial for podcast campaigns.

Network Buys vs. Single Shows

The report also sheds light on campaign structure:

  • Single-show buys: higher conversions per impression
  • Network buys: better cost-efficiency, with 27% lower media costs per acquisition

Network buys offer brands a chance to test across wider inventories, then refine placements for optimal performance.

Global Audio Insights

For the first time, the PPB report includes data from Germany, France, Australia, the UK, and Canada, adding valuable benchmarks for global advertisers and audio marketers looking to scale internationally.

With data from over 67,000 campaigns, 270 advertisers, and 20+ billion impressions, Podscribe’s report confirms that 
Podcast ads deliver unmatched engagement, strong ROI, and a powerful connection to valuable audiences. As audio continues to evolve, one thing remains clear—podcasting is no longer just a medium; it’s a marketing must.

Download the full Podscribe PPB report here.