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.