Podscribe, the leading attribution and analytics platform for audio advertising, has released its Q3 2025 Podscribe Performance Benchmark (PPB) Report, a comprehensive look at how podcast and streaming audio ads are performing across audiences, formats, and devices.

This quarter’s report draws down on data from 66,000+ campaigns, 500+ advertiser, and over 17 billion impressions across 200+ publishers, offering the industry clear benchmarks for planning, optimization, and measurement.

Highlights From the Q3 2025 PPB Report:

Buy Type: Audience buys (e.g. Run of Network (RON)) and programmatic) grew nearly 2.5x in 10 months, now making up almost one-third of impressions.

Digital audio scale: Podcasts and streaming audio combined can reach 85% of U.S. listeners, with only ~20% audience overlap between the two channels.

Device + app performance: iPhone users convert 30% better than Android users, with Apple Podcasts on iPhone leading both visitor and conversion rates.

Frequency benchmarks: Advertisers see the strongest performance at up to 5 exposures per month.

Advertiser industries: Retail advertisers achieved the highest purchase rate (0.067%), with the lowest CPA at $65 and CPV at just $0.50.

The full Q3 2025 PPB report, along with the webinar recording, is now available for download.

Built on real attribution data from thousands of campaigns, the PBB is industry’s go-to source for audio ad performance benchmarks. With new international insights and solutions for measurement blind spots, the Q3 2025 PPB report is a must-read for marketers looking to scale advertising smartly.

About Podscribe

Podscribe is the leader in pixel-based attribution, incrementally, and verification for podcast, streaming, CTV, and other hard-to-measure media channels. We help advertisers, agencies and publishers measure true campaign impact, optimize performance, and scale with confidence — backed by real-time, household-level data.

Podscribe Industry Rankings July 2025:

This month brought notable shakeups and standout performers across every category. From chart-topping podcasts and rapidly rising publishers to significant increases in advertiser investment, the latest data highlights ongoing momentum, multi-format expansion, and evolving media strategies in the podcasting space.

Podcast Show Highlights:

Crime Junkie continued its reign at the top, holding the #1 spot in audio reach with 8.1 million listeners, despite a minor dip of 2% – a sign of enduring popularity and listener loyalty.

Rotten Mango held onto the #1 spot in per-episode performance, maintaining its strong lead once again.

Pod Save America returned to the top 10, landing at #10 with 3.1 million in reach and knocking out The Mel Robbins Podcast.

Publisher Highlights: 

Spotify continued its lead across both metrics, reaching 56.7M in audio reach and generating 302.3M in downloads/views for the month.

QCode surged in monthly downloads/views, jumping from #8 to #4, reflecting a rise in listener demand for immersive storytelling formats.

Cumulus Podcast Network re-entered the audio reach top 10 at #10 with 6.5M listeners, replacing Vox Media Podcast Network.

Advertiser Highlights:

BetterHelp held the top spot in ad spend, despite a slight -4.3 decrease, continuing its long-running presence across podcast networks.

Toyota rose from #3 to #2, increasing its estimated spend by 10% to hit $6.1M overtaking DraftKings.

Wells Fargo entered the top 10 at #7, ramping up spend by a striking +155% reaching $3.9M – one of the biggest month increases.

These rankings show how the podcast industry is growing and evolving. Trusted brands are staying committed, while new voices are quickly gaining ground. This momentum is driven by smart media strategies, a mix of content formats, and the lasting impact of host-read ads.

About Podscribe

Podscribe is the leader in pixel-based attribution, incrementally, and verification for podcast, streaming, CTV, and other hard-to-measure media channels. We help advertisers, agencies, and publishers measure true campaign impact, optimize performance, and scale with confidence, backed up by real-time household level data.

Podscribe, the leading attribution and analytics platform for audio advertising, has release its Q2 2025 Podscribe Performance Benchmark (PPB) Report – a comprehensive snapshot of podcast and streaming audio ads are performing across audiences, formats, and geographies.

This report draws on data from 67,000+ audio campaigns, 270+ advertisers, and over 20 billion impressions, offering industry benchmarks across both the U.S. and international markets. For the first time, the report includes conversion performance insights from five additional countries: Germany, France, Australia, the UK, and Canada — shedding light on how audio ad measurement is scaling globally.

Highlights from the Q2 2025 PPB Report:

International Reach: Reliable audio ad measurement is now possible across international markets, despite challenges like higher IP churn, truncated IP’s and lack of device graphs.

Audience Segment Insights: More affluent and more educated listeners still deliver the strongest performance — but for other segments, conversions vary highly by brand.

Lag Reporting & Incrementally: 45% of all conversions happen within the first 7 days of ad exposure, and 66% of surveyed marketers are now measuring incrementally.

Pixel Attribution Outperforms Surveys & Promo Codes:  Pixel-based attribution captures 2.3x more conversions than post-purchase surveys and 4.6x more than promo codes.

Why the PPB Matters

Built on real attribution data from thousands of campaigns, the PPB is the industry’s go-to source for audio ad performance benchmarks. With new international insights and solutions for measurement blind spots, the Q2 2025 PPB report is a must-read for marketers looking to scale audio advertising smartly.

About Podscribe

Podscribe is the leader in pixel-based attribution, incrementally, and verification for podcast, streaming, CTV, and other hard-to-measure media channels. We help advertisers, agencies, and publishers measure true campaign impact, optimize performance, and scale with confidence — backed by real-time, household level data.

Podscribe, a leader in podcast attribution and incrementally testing, announces the expansion its device graph capabilities by combining Tapad (Experian) and Neustar (TransUnion) Device Graph technology. This enhancement delivers unprecedented scale and accuracy in audience measurement.

Key Advancements 

The enhanced Double Device Graph achieves:

• 85%+ US household match rates

• 3x increase in digital identifiers for matching

• Higher confidence matches through dual-graph triangulation

• Improved conversion tracking through expanded digital identifier coverage

Expanded Audience Intelligence 

Through the TransUnion partnership, Podscribe now provides comprehensive Neustar audience segments, enabling advertisers and publishers to:

• Access detailed household demographics and behaviors

• Track segment-specific campaign performance

• Identify top-converting audience segments

• Match advertisers with optimal podcast audiences

• Create targeted content based on verified listener profiles

“By combining the two leading US device graphs, we’re setting out a new standard for measurement accuracy in podcast advertising,” says Matt Drengler. “Our clients can now make decisions based on actual listener behavior, not assumptions.

Availability 

The enhanced Double Device Graph capabilities are available immediately for all Pudscribe measurement clients.

About Podscribe

Podscribe specializes in attribution and incrementally testing for podcasts, streaming, and beyond. Leveraging pixel-based tracking and household-level data, Podscribe delivers actionable insights, empowering advertisers to measure true campaign strategies, and confidently report ROI.