---
title: Streaming audio & podcasts channel benchmarks | RGM®
url: https://realgrowthmatters.com/tools/benchmarks/channels/audio/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/tools/benchmarks/channels/audio/
---

[Home](/) · [Tools](/tools/) · [Benchmarks](/tools/benchmarks/) · Streaming audio & podcasts

### 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

1. Host-read podcast ads outperform programmatic 2.5:1 on brand-lift.
2. Use unique promo codes or vanity URLs for podcast attribution.
3. Layer streaming audio (Spotify) for retargeting, podcasts for new-audience acquisition.
4. Test 3–5 host-read scripts simultaneously — script-fit drives 60%+ of variance.
5. Audio is brand-building first; conversion measurement requires holdouts.

## Platforms in this channel

[**Streaming Audio & Podcasts**Platform deep-dive](/tools/benchmarks/platforms/audio/)

**Want to model your spend in this channel?** Use the [CPM calculator](/tools/cpm-calculator/), [ROAS calculator](/tools/roas-calculator/), and [budget allocator](/tools/budget-allocator/) to plan allocation.