The news: Podcast TV attention metrics (AUs) held steady from Q3 2024 to Q3 2025 even as streaming audio AUs declined, per our industry KPI data provided by Adelaide.
- Podcasts held a 6 to 8 point advantage over streaming audio in every quarter, fluctuating slightly between 47.4 and 50.1 AUs.
- Streaming audio AUs dipped from 44.1 to 41.8, a 5.2% YoY decline.
This aligns with recent earnings from Spotify, which reported strong podcast engagement growth and improvements in ad-supported margin efficiency. More than 390 million users have streamed a video podcast on Spotify as of Q3, up 54% YoY.
Why it matters: Attention to podcast content remains more stable than streaming audio. Podcasts deliver premium ad engagement, driven by consumer interest in ad content and the credibility of host recommendations.
The widening gap between podcasts and streaming audio could suggest that passive listening formats—such as music playing in the background—are more vulnerable to attention loss. This division strengthens podcasts’ opportunity for brand storytelling and audience reach as other digital environments face noise and ad clutter.
Two-thirds (67%) of global podcast listeners have made a purchase directly because of a podcaster, and 85% have taken brand action after listening to a podcast, per Acast.
What marketers should do: Podcasts offer a unique combination of engagement and competitive CPMs. Jumping on this opportunity can include:
- Using the format to capitalize on high-attention placements, trust in ads and host recommendations, and mid-funnel potential.
- Prioritizing investments in podcast campaigns where performance efficiency and brand impact are critical.
- Testing placements as platforms expand ad tech capabilities.
Go deeper: Want more attention benchmarking data? PRO+ subscribers have access to Industry KPIs, our collection of more than 400 benchmarks in marketing and retail and ecommerce across a range of industries and countries. Click here for more information.