2026年播客广告市场趋势报告 The Podcast Show 2026 Podcast advertising market trends

ThePodcastShow2026

Podcastadvertisingmarkettrends

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Aboutourpresenters

CameronHendrix

CEO&Co-Founder

cameron@magellan.ai

JimBallas

President,Measurement

jim@magellan.ai

WhatisMagellanAI?

AdvertisersincreaseRoASwith

MagellanAI’smediaplanningandoptimizationtools.

Agenciesproveadvertiser

performanceandfindnewclientsthroughMagellanAI.

PublishersmaximizerevenuebyprospectingqualifiedadvertiserswithMagellanAI.

Intelligence

planning

Competitiveintel•Media

Verification

Airchecks•Audits•Brandsafety

Attribution

Pixel-based•Pod-to-pod

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What’stheAIinMagellanAI?

•Host-readvsproduced

•DynamicInsertionvsembedded(baked-in)

•AIscanspodcastepisodes

•Identifyadplacements

RescanforDynamicInsertion

AddetectionPlacementanalysisSpendmodeling

•Position

•Length

•Downloadvolume

•Run-of-network&programmatic

00:00:29

Pre-roll

Produced

Run-of-network

Dynamicinsertiond

Ad

Ad

Ad

Ad

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Internationalcoverageacross8keymarkets

Sampling60,000+podcastsacross:

US,Canada,UK,Ireland,Germany,France,Spain,andAustralia

Fourlanguages:

English,Spanish,German,French

Podcastmeasurementspansbeyondthesemarkets

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Globalpodcastadinspend:2025

$450M

$400M

$350M

$300M

$250M

$200M

$150M

$100M

$50M

$0

$391M

$408M

$384M

$372M

$304M$305M

$314M

$322M

$316M$305M

$257M

$264M

Jan-25Feb-25Mar-25Apr-25May-25Jun-25Jul-25Aug-25Sep-25Oct-25Nov-25Dec-25

SpenddatabasedonpodcastssampledbyMagellanAI;coveragevariesbymarket.SpendfiguresconvertedtoUSD.

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Growthpodcastadinspend:2025

$450M

$400M

$350M

$300M

$250M

$200M

$150M

$100M

$50M

$0

Jan-25Feb-25Mar-25Apr-25May-25Jun-25Jul-25Aug-25Sep-25Oct-25Nov-25Dec-25

USCanadaUKIrelandGermanyFranceAustralia

SpenddatabasedonpodcastssampledbyMagellanAI;coveragevariesbymarket.SpendfiguresconvertedtoUSD.

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Growthpodcastadinspend:2025,ex-US

5

$10M

$0

Jan-25Feb-25Mar-25Apr-25May-25Jun-25Jul-25Aug-25Sep-25Oct-25Nov-25Dec-2

$60M

$50M

$40M

$30M

$20M

CanadaUKIrelandGermanyFranceAustralia

SpenddatabasedonpodcastssampledbyMagellanAI;coveragevariesbymarket.SpendfiguresconvertedtoUSD.

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Who’sspendingthemostineachmarket?

BasedonadsdetectedbyMagellanAIinH120261

1

2

3

4

5

6

7

8

9

10

US

Quince

BetterHelp

T-Mobile

Shopify

Amazon

FanDuel

Intuit

Toyota

P

RocketCompanies

()Canada

Amazon

ScarboroughHealthNetwork

Airbnb

Desjardins

TheWaltDisneyCompany

Unilever

ViacomCBS

CBC

Medcan

Specsavers

UK

BetterHelpShopify

Indeed

McDonald's

Airbnb

Channel4

HSBC

Experian

EntainGroup

BBC

Ireland

Energia

Novibet

BetterHelpShopify

McDonald's

Comcast

Musgrave

Virgin

Colgate

123.ie

Germany

Squarespace

KoRo

Vodafone

Taxfix

ScalableCapitalWISOSteuer

Airbnb

Finanzguru

HOLYEnergy

DeutscheTelekom

France

Squarespace

KoRo

Vanta

MagasinsU

Qonto

MAIF

Shopify

Carrefour

BetterHelp

CreditAgricole

Australia

Airbnb

Shopify

McDonald's

CommBank

Wise

HarveyNormanEntainGroup

BetterHelp

AussieBroadband

Coles

1Governmentadvertiserswereexcludedfromtheserankings

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Frequentadvertisersacross7markets

BasedonadsdetectedbyMagellanAIinH120261

1

2

3

4

5

6

7

8

9

10

US

Quince

BetterHelp

T-Mobile

Shopify

Amazon

FanDuel

Intuit

Toyota

P

RocketCompanies

()Canada

Amazon

ScarboroughHealthNetwork

Airbnb

Desjardins

TheWaltDisneyCompany

Unilever

ViacomCBS

CBC

Medcan

Specsavers

UK

BetterHelp

Shopify

Indeed

McDonald's

Airbnb

Channel4

HSBC

Experian

EntainGroup

BBC

Ireland

Energia

Novibet

BetterHelp

Shopify

McDonald's

Comcast

Musgrave

Virgin

Colgate

123.ie

Germany

Squarespace

KoRo

Vodafone

Taxfix

ScalableCapitalWISOSteuer

Airbnb

Finanzguru

HOLYEnergy

DeutscheTelekom

France

Squarespace

KoRo

Vanta

MagasinsU

Qonto

MAIF

Shopify

Carrefour

BetterHelp

CreditAgricole

Australia

Airbnb

Shopify

McDonald's

CommBank

Wise

HarveyNormanEntainGroup

BetterHelp

AussieBroadband

Coles

1Governmentadvertiserswereexcludedfromtheserankings

Biggestindustriesbyglobalspend

TopindustriesfromMagellanAIsampledadsinQ12026

FinancialServices

Q1spend

$139.0M

Y/Ychange

+39%

BusinessServices&Software

Q1spend

$89.9M

Y/Ychange

+37%

Food

Q1spend

$88.0M

Y/Ychange

+45%

ConsumerServices&Software

Q1spend

$81.1M

Y/Ychange

+43%

Nutritional

Supplements

Q1spend

$57.4M

Y/Ychange

+43%

Ex-USspendhasbeenconvertedtoUSD.

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Biggestindustriesbyglobalspend,ex-US

TopindustriesfromMagellanAIsampledadsinQ12026

FinancialServices

Q1spend

$20.1M

Y/Ychange

+94%

Food

Q1spend

$11.3M

Y/Ychange

+93%

BusinessServices&Software

Q1spend

$10.5M

Y/Ychange

+67%

ConsumerServices&Software

Q1spend

$9.4M

Y/Ychange

+78%

Travel

Q1spend

$8.4M

Y/Ychange

+44%

Ex-USspendhasbeenconvertedtoUSD.

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Fastestgrowingindustriesbycountry

BiggestjumpsinspendY/Yfromsampledadvertisers

USIndustry

Y/Ychange

Q1’26spend

HealthServices

+82%

$41.4M

Legal

+56%

$4.4M

Insurance

+42%

$36.7M

IEIndustryY/YchangeQ1’26spend

Energy

+158%

ε577k

Fitness

+136%

ε83k

Insurance

+65%

ε228k

DEIndustryY/YchangeQ1’26spend

Phone,Internet,Cable

+116%

ε2.1M

Insurance

+114%

ε279k

NutritionalSupplements

+64%

ε874k

(CAIndustry

Y/Ychange

Q1’26spend

RealEstate

+149%

$353k

MentalHealth

+106%

$687k

FinancialServices

+64%

$4.7M

FRIndustry

Y/Ychange

Q1’26spend

FinancialServices

+190%

ε909k

Travel

+173%

ε471k

BusinessServices&Software

+50%

ε754k

AUIndustry

Phone,Internet,Cable

Y/Ychange

+152%

Q1’26spend

$964k

Investing

+121%

$165k

Education

+86%

$548k

UKIndustryY/YchangeQ1’26spend

Recruiting

+157%

£971k

NutritionalSupplements

+145%

£1.4M

FinancialServices

+95%

£4.9M

Theindustrieswiththehighest

spendthisyearincludeFinancialServices,andInsurance.

ThesesectorsappearedamongthetopthreegrowingindustriesineveryoutlinedcountryexceptAustralia.

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Podcastadvertisersbylaunchpath

Alookatwherenewbrandsareappearingovertheirfirstmonth

34%

Non-USonly

Global

USonly

55%

US-first36%

Non-USfirst11%11%

Sametime53%

Ofallnewbrandswho

launchedcampaigns

globally,53%launchedin

USandnon-USatthesametime,while36%launchedintheUSfirst,and11%

launchednon-USfirst.

BasedonnewbrandsadvertisingbetweenJanuary–December2025

Campaignapproaches

Campaignapproachbyadspend1,Q12026

BrandAwarenessDirectResponse

USCanadaUKIrelandGermanyFranceAustralia

14%26%

84%70%

24%37%

72%59%

35%

20%

74%

25%

63%

75%

Ofthemarketswe

measuredinQl,France

hadthehighestshareof

spend(84%)goingtowardBrandAwareness

campaigns.

DirectResponseadsgarneredthegreatestshareofCanadaadspendat37%.

1Basedonestimatedspendforbrandscategorizedasbrandawarenessordirectresponse

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Mostcommonadpositions

9%

PreMidPost

USCanadaUKIrelandGermanyFranceAustralia

61%Averagedistribution

57%

54%

29%

22%

18%

Mostcommonadpositions1,2026

36%

32%30%

28%

22%20%

18%18%

51%

46%

49%47%

34%

17%

Theaveragedistributionacrossallsampled

countriesinQ1was35%

pre-roll,47%mid-roll,and17%post-roll.

InFrenchshows,pre-rollplacementsledat57%,

whilemid-rolls—dominantelsewhere—wereleast

commonat22%.

1BasedonthenumberofadsdetectedforeachcategorybetweenJan2026-Apr2026

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Acloserlookatadloads

Shareofepisodesdedicatedtoads1

AdvertiseradloadPod-on-podadload

7.40%

0.52%

6.88%

Q4'25

6.99%

0.52%

6.47%

Q3'25

6.96%

0.69%

6.27%

Q2'25

7.20%

0.57%

6.63%

Q1'26

6.96%

0.91%

6.05%

Q1'25

Adloadacrossepisodes

sampledgloballyfellto

7.20%inQ1‘26comparedto7.40%inQ4‘25.

Excludingpod-on-podads,adloadincreasedarelative9.5%Y/Y,from6.05%inQ1

’25.

•That’s0.27%inabsoluteterms,orabout21

seconds

1Adloadvaluesexcludepromoepisodes丿includingfeeddropsandtrailers

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QuarterlyadloadssinceJanuary2025

Q1‘26adloadsforGermanyheldsteady,whileothershavedecreasedQ/Q

Shareofepisodesdedicatedtoads

6.96%

5.19%5.25%

Highestavg:US7.80%

Lowestavg:DE3.51%

USCAUKIEDEFRAUGlobalavg.Ex-USavg.

9%

8%

7%

6%

5%

4%

3%

7.20%

10%

2%

Q12025

Q22025

Q32025

Q42025

Q12026

Adloadvaluesexcludepromoepisodes丿includingfeeddropsandtrailers

Calculatedacross10丿798podcastsgloballythatrankedconsistentlyandincludespodcaststhatpromoteotherpodcasts

Howadloaddiffersby

episodelength

Averageadloadbyepisodelength,Q12026

Themostcommon

11.3%

9.0%

6.5%

<15m

18.6%

episodelengthis30-60min,makingup40.1%oftheepisodesanalyzed.

15-30m

30-60m

TrueCrimeshows<15minlengthhadaveragead

loadof31%inQ1.

>60m

0.0%5.0%10.0%15.0%20.0%25.0%

Society&Cultureshows>60minlengthhadavg.adloadof6.4%inQ1.

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Lookingahead

Howdidnewbrandsscalepodcastspend?

$64,616.00

$39,231.00

AveragefirstmonthspendAveragesubsequentmonthlyspend

Averagenewbrandspend,firstmonthvssubsequentmonths

+65%

Averageinvestmentfor

newadvertisersinlaunchmonthvs.thefollowing6monthsshowedan

increaseof65%abovethefirstmonth’sspend.

LimitedtoUSbrandsthatfirstadvertisedonorafterJan2025andraneverymonthinthe6monthsfollowinglaunch

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Growthpodcastadinspend:2025-26

26

$450M

$400M

$350M

$300M

$250M

$200M

$150M

$100M

$50M

$0

Jan-25Feb-25Mar-25Apr-25May-25Jun-25Jul-25Aug-25Sep-25Oct-25Nov-25Dec-25Jan-26Feb-26Mar-

USCanadaUKIrelandGermanyFranceAustralia

AllspendfigureshavebeenconvertedtoUSD

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Growthpodcastadinspend:2025-26,ex-US

$60M

$50M

$40M

$30M

$20M

$10M

$0

Jan-25

Feb-25