If there’s one challenge every advertiser faces today, it’s reaching audiences as they scatter across an increasingly fragmented media landscape. But what if I told you there’s a medium that naturally bridges these divides, meeting consumers wherever they are, in whatever format they prefer? And no, I’m not talking about carrier pigeons with attached video screens, though I admit I’ve sketched that business plan on more than one napkin after a few mocktails.
Our latest research report, The Advertising Landscape, reveals something extraordinary about how audiences consume podcasts today—particularly top shows like “New Heights with Jason and Travis Kelce.” When we looked at consumption patterns, the distribution was remarkably balanced: 33% primarily listen via audio (12% exclusively), 38% primarily watch via video (13% exclusively), and 29% consume equally across both formats. These are the same humans, consuming one show, telling us that New Heights is as much an audio podcast as it is a video podcast.
For advertisers, this isn’t just interesting data—it’s a revelation about audience behavior that creates unique opportunities. Your brand message can seamlessly follow consumers as they transition between listening and watching, creating multiple touchpoints without having to buy separate campaigns across different media. It’s like having your cake and eating it too, except in this metaphor, the cake is your ad budget and eating it means not blowing it all on separate campaigns that don’t talk to each other.
What other medium allows your advertising dollars to work in so many contexts from a single buy? The same consumer might hear your message during their morning commute via audio, see your sponsorship while watching the video version at lunch, and encounter it again while multitasking at home. This natural cross-platform reinforcement happens organically, without requiring separate creative assets or media buys across different channels. It’s built into how modern podcast consumption works.
Today’s consumers demand flexibility—they expect content to adapt to their lives, not the other way around. Podcasting is uniquely positioned to meet this expectation, which makes your advertising message more welcome and less intrusive. Unlike traditional radio that demands real-time listening, TV that requires visual attention, or social media that forces brief engagement, podcasting accommodates the consumer’s changing context throughout their day, carrying your brand message along for the ride.
Our previous research has consistently shown that podcast audiences are highly educated, affluent, and engaged. Now we can demonstrate that these premium audiences are accessible whether they’re in listening or watching modes. Even more compelling for advertisers: we’ve found that YouTube Premium subscribers—people who literally pay to avoid ads—are extremely receptive to host-read podcast sponsorships. They understand the difference between interruptive platform advertising and the integrated brand partnerships that support their favorite shows. I mean, wouldn’t you rather hear your favorite podcaster talk about their experience with meal delivery than watch the same pre-roll ad over and over?
While demographic targeting remains important, podcasting offers something more valuable: contextual relevance that adapts to consumer behavior. Your message doesn’t just reach the right person; it reaches them in the right format for whatever they’re doing at that moment. This adaptability means higher engagement with your brand message across multiple touchpoints throughout the consumer’s day—all from a single sponsorship.
As you evaluate where to place your advertising dollars in today’s fragmented media landscape, podcasting offers a uniquely versatile solution. It’s not just audio. It’s not just video. It’s both—working together to deliver your message however and wherever consumers prefer to engage. No other medium offers this level of flexibility while maintaining such high levels of audience engagement and receptivity to advertising. In a world where consumers increasingly control how they consume content, podcasting stands alone in its ability to adapt to their preferences while consistently delivering your brand message.
For advertisers seeking maximum impact and efficiency in today’s complex media environment, podcasting isn’t just an option—it’s the multitool in a world of one-trick ponies. It doesn’t make you choose between audio and video, and that means your customers don’t have to either.
New Partners
Sounds Profitable exists thanks to the continued support of our amazing partners. Monthly consulting, free tickets to our quarterly events, partner-only webinars, and access to our 1,800+ person slack channel are all benefits of partnering Sounds Profitable.
- Rembrand: AI powered In-Scene Media & Virtual Product Placement in Video Podcasts.
- Next Step Social helps podcasters and business owners become an expert in their industry, turning their content into consistent, strategic social media that drives visibility and trust.
- Mondo Metrics unifies podcast, video, and social analytics—bridging platform silos so podcast publishers can grow their audience, prove impact, and monetize smarter..
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