In Graphic Detail: How podcasts are earning their spot in the premium ad tier

In 2025, podcasts are more attractive than ever to advertisers who want to reach young and plugged-in consumers. As podcasting evolves from an audio medium into a video medium, brands are increasingly viewing the format as premium, complete with high viewability, strong engagement and audience quality. As a result, brands are starting to pull from budgets beyond their usual audio advertising funds, including those earmarked for influencer marketing, for their podcasting spend.

On Tuesday, June 4, podcasting research and consultancy firm Sounds Profitable will release a report on podcasting’s place within the broader world of ad-supported media. The online study, done in partnership with Signal Hill Insights, analyzed the responses of 5,005 Americans above the age of 18 in January and February 2025 — and Digiday got a sneak preview. Here are some of the key takeaways.

Frequent podcast listeners remember ads more than top consumers of other media

Sounds Profitable’s data report included questions that focused on what the company calls “prime users” — the most engaged and loyal consumers who tune in to their preferred medium daily — with the goal of understanding the reach of advertisers’ messaging to both casual consumers and dedicated podcast listeners.

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