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EMARKETER

See the biggest spenders in the podcast ad boom

Article by Sara Lebow  |  Mar 8, 2022
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See the biggest spenders in the podcast ad boom
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Podcasts
United States

For more insights and key statistics on the biggest trends in today's most disruptive industries, subscribe to our Chart of the Day newsletter.

BetterHelp bested other US podcast advertisers in 2021 and spent $76.9 million on podcast placements that year. This was nearly triple the outlays of NBCUniversal, the second-biggest spender, at $27.7 million. All told, the top 10 podcast advertisers invested close to $300 million.

Beyond the chart: That total is more than double the $145 million the top 10 splashed out in 2020. Spending exploded beyond these big names as well: The US podcast ad market swelled by 51.3% to hit $1.31 billion in 2021, per our estimates.

Top 10 Advertisers on US Podcasts, Ranked by Ad Spending, 2021 (millions)
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