Global podcast advertising 2025: what the data reveals

‍You’ll uncover:

• Who the podcast listener really is, with demographic and contextual insights showing how Millennials dominate listenership while Gen Z and 55+ audiences are growing fast.
• Where spend and consumption diverge, as the U.S. leads investment while markets like Australia, Germany, and France show strong potential and room to grow.
• How audience personas differ by market, from Holiday & Travel Seniors in the U.S. to Eco-Minded Young Adults in France and Event & Sports Households in Australia.
• What advertisers lose when filtering too strictly, with evidence that overreliance on brand suitability tools can limit reach to highly engaged, multicultural, and lifestyle audiences.

This report brings together data and insights from AdsWizz, Barometer and NumberEight, with Sounds Profitable providing independent industry review and commentary. It represents the most comprehensive study of podcast advertising to date, offering insights that were previously unknown — or, for the first time, statistically proven.

Curious which audiences advertisers may be missing? Wondering where podcast growth is strongest, and how investment can better match listener reach? Or how brands can expand globally while maintaining privacy-first precision?

Download the full report to uncover the data shaping the next phase of podcast advertising.