Programmatic opportunities in podcast advertising lag those available in other digital audio services

The programmatic digital audio services category is more than podcasts. In fact, podcasts will account for just 11.9% of total programmatic digital audio services ad spending this year. The rest will go to streaming radio from local and national broadcast stations, satellite services, and other online platforms that may offer ad-supported on-demand music and audiobooks in addition to more curated radio-like listening experiences.

Podcasts are driving growth in digital audio services ad spending but have had less traction among programmatic advertisers. Although podcasts will account for just over a third (33.8%) of the total digital audio services ad market this year, they’ll be responsible for the majority (62.8%) of the market’s new ad dollars. Meanwhile, podcasts will bring in just 14.5% of incremental programmatic digital audio services ad spending in 2025.

Programmatic plays a much bigger role in digital audio services ad spending outside of podcasts. For every $1 programmatic advertisers will spend on podcasts this year, they’ll spend over $7 on ads served alongside music. And while just over one-tenth of podcast ad dollars will transact programmatically in 2025, programmatic will account for nearly two-fifths of other digital audio services ad spending. The difference? Persistent concerns around measuring podcast ad exposures.

Read the full report, Programmatic Digital Audio and Podcast Ad Spending 2025.