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Channel
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Streaming audio & podcasts benchmarks
Spotify, iHeart, podcast networks, satellite radio. High completion, high attention, low CPM. Host-read podcasts outperform programmatic 2.5x on lift.
Share of digital ad spend: ~2% of US digital ad spend (2026)
Channel snapshot
Avg CPM $15–45. Completion 95%+. Host-read brand recall +24 ppt vs programmatic +9 ppt.
How to operate this channel
Operator playbook
- Host-read podcast ads outperform programmatic 2.5:1 on brand-lift.
- Use unique promo codes or vanity URLs for podcast attribution.
- Layer streaming audio (Spotify) for retargeting, podcasts for new-audience acquisition.
- Test 3–5 host-read scripts simultaneously — script-fit drives 60%+ of variance.
- Audio is brand-building first; conversion measurement requires holdouts.
Platforms in this channel
Want to model your spend in this channel? Use the CPM calculator, ROAS calculator, and budget allocator to plan allocation.