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EMARKETER

The Podcast Advertising​ Opportunity

Market Insights for Ad Buyers, Media Platforms, and Solution Providers

Report by Blake Droesch  |  Jan 6, 2026
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About This Report
The rise of video podcasts has transformed the medium, creating new opportunities for advertisers. But as the ecosystem becomes more sophisticated, complexities are creating challenges for ad buyers and media platforms.​
Topics
Podcasts
United States

The rise of video podcasts has transformed the medium. Engagement has grown among younger listeners, and usage is shifting across devices and platforms. At the same time, programmatic media buying and other dynamic ad opportunities are bringing new opportunities to advertisers—but also more complexities.  ​

This deck will:​

  • Help brands and agencies build their podcast advertising strategies.​
  • Help media platforms pitch podcast advertising opportunities to brands and agencies.​
  • Help solutions providers pitch their services to ad buyers and ad sellers in the podcast and audio space. ​

authors

Blake Droesch

Contributors

Ross Benes
Senior Analyst
Eleni Digalaki
Vladimir Hanzlik
Executive Editor and SVP, Content
Chris Keating
Wendy Malloy
Director, Reports Editor
Emma Noyes
Graphic Designer, Data Visualization
Sakina Thanawala
Copy Editor
Matt Torpey
Senior Chart Editor
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