The podcast industry is constantly evolving and growing as millions of people tune in daily for education and entertainment. 55% of the U.S. population 12+ listens to at least one podcast per month, and global podcast ad spending is estimated to hit $4.46 billion in 2025. BetterHelp tops the chart with $6.7M in estimated podcast advertising spend.
Clearly, podcast advertising has become a hot commodity, but what makes brands spend so much to advertise on these platforms?
Why Brands Are Leaning into Podcast Ads
Host-read podcast ads are the most popular kind of podcast advertisement because they feel more organic and real, which leads to higher listener trust. Podcast hosts personally endorse the products they advertise, and listeners are more likely to take interest.
Because of high engagement rates and strong audience trust, podcast ads are often more effective compared to traditional digital advertising. Companies may find that customers gained from podcasts tend to be more loyal.
Podcasts cover almost every topic imaginable, which allows brands to reach audiences based on interests and demographics. There are podcasts targeted at any kind of audience, ranging from business to fitness.
Storytelling is also a powerful tool to capture and maintain attention. Podcasts exist to engage listeners. Advertisements within this platform benefit from this deep engagement, making them more memorable and actionable.
The Dominance of BetterHelp
BetterHelp, a leading online therapy platform, provides access to therapists through text, audio, phone and video chat. It has consistently sat at #1 in podcast ad spending. These host-read ads draw listeners' interest by using personal stories to discuss mental health awareness.
The pandemic was at the root of its success, as users could not leave the house to go to therapy in a real space. As BetterHelp offered online mental health services that your favorite podcaster seemed to enjoy, it is no surprise it became the top spender.
However, BetterHelp has come under industry scrutiny recently due to some of its practices. The Federal Trade Commission (FTC) ruled that BetterHelp pushed people to give them sensitive information under the guise of it being confidential. The company was later investigated for sharing user data. There also appears to be a lack of therapist licenses and certificates with caretakers.
Despite industry criticism, BetterHelp remains the top ad spender. It seems the demand for therapy is similar to the convenience of home delivery.
Other Major Podcast Advertisers
Athletic Greens (AG1)
- Target Audience: Health-conscious listeners, fitness enthusiasts, wellness-focused consumers
- Genre Focus: Heavy sponsorship on health, wellness, fitness and longevity shows
- Ad Strategy: Promotes all-in-one daily greens supplement for gut health, immunity and energy with an emphasis on simplicity
Amazon
- Target Audience: Mass market reach across all demographics
- Genre Focus: Advertises across diverse genres such as true crime, comedy, tech, lifestyle
- Ad Strategy:
- Amazon Prime: Free shipping, streaming perks, exclusive deals
- Audible: Audiobooks, exclusive podcasts, original series
HelloFresh
- Target Audience: Busy families, young professionals, health-conscious individuals
- Genre Focus: Lifestyle, parenting, comedy and home-focused shows
- Ad Strategy: Emphasizes meal kit convenience, freshness and time-saving benefits and offers personal promo codes read by hosts
Squarespace
- Target Audience: Entrepreneurs, creatives, freelancers, small business owners
- Genre Focus: Popular with tech, startup and creator-focused podcasts
- Ad Strategy: Empowers users to build professional websites without coding and highlights e-commerce tools, portfolios and blogging features
The Future of Podcast Advertising
Podcast advertising has become one of the most effective formats for brands because of its ability to combine authenticity, trust and audience engagement. Traditional digital ads interrupt and feel impersonal, but podcast ads sound more like trusted recommendations, especially when they are host-read.
The podcast ad space is likely to continue evolving rapidly. We will see more podcast ad technology, including dynamic ad insertion and better audience targeting based on listener behavior and location. The lines between ads and content should blur further, especially as storytelling remains central to podcasting’s appeal.
