{
  "title": "Podcast Advertising Statistics 2026",
  "publisher": "Podcast Growth Studio",
  "verifiedDate": "2026-09-08",
  "method": "Editorial compilation of named industry reports and audience studies. Each record preserves its geography, period, audience, and limitation.",
  "records": [
    {"metric":"US podcast advertising revenue","value":2862.2,"unit":"USD millions","audience":"Podcast advertising market","geography":"United States","period":"2025","sourceName":"IAB and PwC","sourceUrl":"https://www.iab.com/wp-content/uploads/2026/04/IAB_PwC_Internet_Ad_Revenue_Report_Full_Year_2025_April_2026.pdf","limitation":"Revenue uses IAB and PwC's traditional audio-based podcast definition"},
    {"metric":"US podcast advertising revenue growth","value":17.6,"unit":"percent year over year","audience":"Podcast advertising market","geography":"United States","period":"2025 vs 2024","sourceName":"IAB and PwC","sourceUrl":"https://www.iab.com/wp-content/uploads/2026/04/IAB_PwC_Internet_Ad_Revenue_Report_Full_Year_2025_April_2026.pdf","limitation":"Growth compares reported calendar-year revenue"},
    {"metric":"US podcast advertising revenue","value":2433.1,"unit":"USD millions","audience":"Podcast advertising market","geography":"United States","period":"2024","sourceName":"IAB and PwC","sourceUrl":"https://www.iab.com/wp-content/uploads/2025/04/IAB_PwC-Internet-Ad-Revenue-Report-Full-Year-2024.pdf","limitation":"Revenue uses IAB and PwC's podcast definition for the reporting year"},
    {"metric":"US podcast advertising revenue","value":1925.2,"unit":"USD millions","audience":"Podcast advertising market","geography":"United States","period":"2023","sourceName":"IAB and PwC","sourceUrl":"https://www.iab.com/wp-content/uploads/2025/04/IAB_PwC-Internet-Ad-Revenue-Report-Full-Year-2024.pdf","limitation":"Revenue uses IAB and PwC's podcast definition for the reporting year"},
    {"metric":"Monthly ad-supported podcast reach","value":31,"unit":"percent of adults age 18+","audience":"Adults age 18+","geography":"United States","period":"2025","sourceName":"Sounds Profitable","sourceUrl":"https://soundsprofitable.com/research/the-advertising-landscape-2025-part-two-attention-and-trust/","limitation":"Study used a weighted sample of about 5000 US adults"},
    {"metric":"Monthly ad-supported podcast reach","value":43,"unit":"percent of adults","audience":"Adults","geography":"Great Britain","period":"2026","sourceName":"Sounds Profitable and Sound Insights","sourceUrl":"https://soundsprofitable.com/research/uk-advertising-landscape-2026/","limitation":"Great Britain result should not be generalized to other markets"},
    {"metric":"Recalled a podcast ad in the past week","value":79,"unit":"percent of monthly ad-supported podcast listeners","audience":"Monthly ad-supported podcast listeners","geography":"Great Britain","period":"2026","sourceName":"Sounds Profitable and Sound Insights","sourceUrl":"https://soundsprofitable.com/research/uk-advertising-landscape-2026/","limitation":"Self-reported recall among listeners rather than all adults"},
    {"metric":"Made a purchase after hearing a podcast ad","value":44,"unit":"percent of monthly ad-supported podcast listeners","audience":"Monthly ad-supported podcast listeners","geography":"Great Britain","period":"2026","sourceName":"Sounds Profitable and Sound Insights","sourceUrl":"https://soundsprofitable.com/research/uk-advertising-landscape-2026/","limitation":"Self-reported past behavior does not prove a causal conversion rate"},
    {"metric":"Wrote down a promotional code","value":33,"unit":"percent of Podcast Primes","audience":"Near-daily podcast consumers","geography":"United States","period":"2025","sourceName":"Sounds Profitable","sourceUrl":"https://soundsprofitable.com/the-download/podcast-ads-drive-action/","limitation":"Result is for near-daily podcast consumers and is not a population-wide conversion rate"},
    {"metric":"Researched a brand after an ad-supported podcast","value":27,"unit":"percent of Podcast Primes","audience":"Near-daily podcast consumers","geography":"United States","period":"2025","sourceName":"Sounds Profitable","sourceUrl":"https://soundsprofitable.com/the-download/podcast-ads-drive-action/","limitation":"Result is for near-daily podcast consumers and is self-reported"},
    {"metric":"Used an ad-free video streaming service in the past month","value":86,"unit":"percent of weekly podcast consumers","audience":"Weekly podcast consumers","geography":"United States","period":"October 2025","sourceName":"Cumulus Media and Signal Hill Insights","sourceUrl":"https://www.westwoodone.com/blog/2026/01/20/podcast-advertising-is-ideal-for-reaching-the-ad-free-subscription-video-audience-audio-is-also-ideal-for-video-streamers-to-promote-their-brands-according-to-cumulus-media-and-signal-hill-insights/","limitation":"Survey of 603 weekly podcast consumers commissioned by Cumulus Media"},
    {"metric":"Do not subscribe to a pay TV company","value":35,"unit":"percent of weekly podcast consumers","audience":"Weekly podcast consumers","geography":"United States","period":"October 2025","sourceName":"Cumulus Media and Signal Hill Insights","sourceUrl":"https://www.westwoodone.com/blog/2026/01/20/podcast-advertising-is-ideal-for-reaching-the-ad-free-subscription-video-audience-audio-is-also-ideal-for-video-streamers-to-promote-their-brands-according-to-cumulus-media-and-signal-hill-insights/","limitation":"Survey of 603 weekly podcast consumers commissioned by Cumulus Media"}
  ]
}