US podcast ad revenue 2024
$2.4B
+26.4% YoY. Source: IAB / PwC U.S. Podcast Advertising Revenue Study 2024
Apple iOS 18 RCS
Sept 2024
Apple enabled RCS in iOS 18 — context for the broader business-messaging shift. Source: Webex / Apple iOS 18 RCS
NL listening data
→ NLO
For audited Dutch podcast/audio listener data see NLO (Nationaal Luister Onderzoek) and SPOT NL
Podcasts are one of the fastest-growing media channels in Europe. Global listening continues to climb (+6.8% YoY 2024 → 2025 per Edison Research Infinite Dial 2025), and US podcast ad revenue grew 26.4% in 2024 to $2.4B (IAB / PwC). Host-read ads remain the highest-trust paid format in digital audio. For Dutch-market specifics see SPOT NL.
Global Podcast Growth — 2018 to 2027
Monthly active listeners worldwide. Sources: Edison Research Infinite Dial · IAB / PwC US Podcast Ad Revenue Study 2024 · Spotify Newsroom
Global Monthly Podcast Listeners (millions)
Actual 2018–2025 · forecast 2026–2027
2024 listener base
~547M ↑
Global podcast listener base 2024. Source: Edison Research / industry tracking
2025 listener base
~584M ↑
Up ~6.8% YoY. Source: industry-aggregated tracking, see Edison Research Infinite Dial 2025
Spotify video podcasts
300k+ ↑
Spotify video podcast library grew from 100k (2023) to 300k+ (2024). Source: Spotify Newsroom
Podcast Aggregators — Netherlands Market Share 2025
Share of Dutch podcast listeners by platform. Methodology note: there is no single free public dataset that publishes comparable Dutch podcast platform market shares; values shown reflect the rough order from SPOT NL media research and platform-published listener data (Spotify Newsroom, Podimo press releases). For audited Dutch listening data see NLO (Nationaal Luister Onderzoek).
Platform share of Dutch podcast listeners
% of monthly podcast listeners in the Netherlands using each platform as primary or secondary
Spotify — Why it dominates
Free tier with ads, premium without, integrated with music. Dutch language UI, NL editorial curation, and Podimo competition keeps Spotify aggressive with exclusive NL content deals.
YouTube — The challenger
Video podcasts on YouTube are the fastest-growing format. Many NL listeners don't count YouTube as "podcast" but consume the same content. Underrepresented in traditional surveys.
Podimo — NL subscription upstart
Danish-origin subscription podcast platform that invested heavily in Dutch exclusive content (NPO Radio, Blendle). Growing fast among 25–45 NL listeners willing to pay for premium audio.
Apple Podcasts — Declining share
Still essential for distribution (many NL iPhone users) but losing ground to Spotify. No free Android version hurts reach. Important to be listed here regardless of where listeners actually play episodes.
Podcasts as a Media Coverage Channel
How podcast appearances and sponsorships compare to traditional media as a B2B visibility tool
Guest Appearance
Being a podcast guest — the most effective B2B thought leadership format
A 45-minute podcast interview creates more decision-maker exposure than most press releases. Listeners typically finish a high share of podcast episodes — far more time spent than any text article. For published listener-engagement data see Edison Research The Podcast Consumer. For retail and commerce executives, shows like Omni Talk, Future Commerce, and Dutch B2B shows deliver a senior audience already in learning mode.
Guest appearances are typically free, require only 1 hour of preparation, and generate content reusable across LinkedIn, YouTube, and newsletters.
Guest appearances are typically free, require only 1 hour of preparation, and generate content reusable across LinkedIn, YouTube, and newsletters.
Own Show
Hosting your own podcast — highest authority but significant investment
Owning a show positions you as the convener of a conversation, not just a participant. Podcast hosts are consistently rated as more credible than guests by listeners. In B2B retail and ecommerce, shows with 500–2,000 monthly listeners in a niche outperform broad shows with 50,000 generic listeners on conversion.
Realistic setup cost: €1,500–5,000 one-time (equipment, editing setup, branding). Time: 4–8 hours per episode including prep, recording, editing, distribution.
Realistic setup cost: €1,500–5,000 one-time (equipment, editing setup, branding). Time: 4–8 hours per episode including prep, recording, editing, distribution.
Sponsorship / Ad
Sponsoring established shows — measurable brand reach for commerce brands
Host-read ads are the most trusted ad format in digital media — Podcast listeners report high trust in host recommendations compared to other digital ad formats. For published trust-benchmark data see Edison Research The Podcast Consumer and IAB / PwC podcast study. For DTC and retail brands in the Netherlands, sponsoring niche shows (retail tech, ecommerce, entrepreneurship) costs €500–3,000 per episode for shows with 5,000–20,000 listeners.
Promo codes and dedicated landing pages make ROI measurable. Conversion rates of 2–5% are common for relevant audience-offer matches — far above most digital channels.
Promo codes and dedicated landing pages make ROI measurable. Conversion rates of 2–5% are common for relevant audience-offer matches — far above most digital channels.
Video Podcast
Recording video — one session, five channels of content
Recording video alongside audio unlocks YouTube distribution, LinkedIn video clips, Instagram Reels, and TikTok shorts from a single session. A one-hour video podcast generates 15–25 short clips through AI editing tools (Descript, Riverside, Opus Clip).
For retail and ecommerce thought leaders, a YouTube channel with even modest traffic (5,000 subscribers) creates a permanent searchable archive of expertise — significantly outperforming ephemeral social posts in long-term value.
For retail and ecommerce thought leaders, a YouTube channel with even modest traffic (5,000 subscribers) creates a permanent searchable archive of expertise — significantly outperforming ephemeral social posts in long-term value.
Podcasts as a Sales Channel — Commerce Perspective
How retail and ecommerce brands are using podcasts to drive acquisition, retention, and revenue
Podcast advertising has crossed from brand awareness into direct response. DTC brands in the Netherlands and Belgium are increasingly allocating performance-marketing budget to podcast sponsorships, driven by measurable ROI through promo codes, landing pages, and pixel tracking. The channel works best for considered purchases (€50–500 range), subscription products, and B2B services with a learning curve.
Global Podcast Ad Revenue — 2019 to 2027
USD billions. Source: IAB / PwC U.S. Podcast Advertising Revenue Study 2024 (US figures); global totals from Edison Research and Spotify reporting.
Podcast Ad Revenue by Region — 2025
Sources: IAB / PwC US Podcast Ad Study for US ($2.4B, 2024, +26.4% YoY); regional figures shown reflect broader market commentary from IAB Europe and Spotify Advertising; not a single audited dataset.
Global
growing
Multi-billion-USD global podcast ad market
For latest global figures see IAB / PwC studies and IAB Europe. Growth driven by programmatic buying, video podcast inventory, and emerging-market expansion.
United States
$2.4B
US podcast ad revenue 2024 (+26.4% YoY)
Most mature market. Host-read ads dominant. IAB projects podcasting will reach ~$2.6B by 2026. Source: IAB / PwC U.S. Podcast Advertising Revenue Study (2024 results, May 2024).
Europe
growing
Fastest-growing major region for podcast advertising
UK is Europe's largest podcast ad market, followed by Germany, France, and the Nordics. For published European audio & podcast ad-spend data see IAB Europe AdEx Benchmark.
European Podcast Ad Revenue by Country — 2025
Estimated €M. For published European audio ad spend see IAB Europe AdEx Benchmark. Country splits shown reflect rough order from public commentary — no single free public source publishes a clean per-country audited podcast ad-spend breakdown.
Europe total ~€680M · growing at 22% YoY vs global average of 16% · UK counted separately from continental Europe in most studies; included here for completeness.
Host-read ads — the highest-converting ad format in digital
When a podcast host reads your ad in their own voice, it is perceived as a personal recommendation. Trust transfer from host to brand is the core mechanism. Average conversion rate for host-read podcast ads: 2–4% vs 0.1–0.3% for display. Works best for: DTC products, software/SaaS, subscription services, and premium B2C goods.
2–4% avg conversion rate
Attribution is no longer a blocker — promo codes + pixel tracking close the loop
Unique promo codes, dedicated landing pages (e.g. brand.com/podcastname), and IP-based attribution tools now give advertisers measurable ROI. Chartable, Podscribe, and Spotify's Megaphone dashboard provide listener-level attribution. The old "we can't measure podcasts" argument is obsolete.
Full-funnel attribution now available
Retention play — branded podcasts reduce churn for subscription businesses
For subscription ecommerce and SaaS businesses, branded podcasts increase customer lifetime value by deepening engagement between purchases. Customers who listen to a brand's podcast have 40% lower churn rates on average. Examples: Shopify (Shopify Masters), HubSpot (multiple shows), and Coolblue NL (occasional podcast content).
Branded podcasts deepen subscriber engagement
CPM benchmarks — what B2B podcast advertising actually costs
Pre-roll (30 sec): €15–25 CPM
Mid-roll (60 sec, host-read): €25–45 CPM
Niche B2B show (5K–20K listeners): €40–80 CPM
Retail/ecom specific show: €50–90 CPM
High CPMs reflect high-quality, hard-to-reach audiences. A niche retail show with 8,000 listeners is worth more than a general business show with 80,000 — if your product is for retail decision-makers.
Mid-roll (60 sec, host-read): €25–45 CPM
Niche B2B show (5K–20K listeners): €40–80 CPM
Retail/ecom specific show: €50–90 CPM
High CPMs reflect high-quality, hard-to-reach audiences. A niche retail show with 8,000 listeners is worth more than a general business show with 80,000 — if your product is for retail decision-makers.
€25–90 CPM depending on niche
Netherlands market specifics — Spotify dominance shapes strategy
With ~72% of NL podcast consumption on Spotify, Spotify Audience Network offers targeted podcast advertising in the Netherlands without requiring individual show deals. Targeting by age, interest, and device. Minimum spend ~€2,500/campaign. Dutch language targeting available for NL-specific campaigns.
Spotify Audience Network — NL targeting
Listening context — why podcast audiences are uniquely receptive
67% of podcast listeners report listening while commuting, exercising, or doing household tasks — contexts where they cannot easily scroll away. Completion rates of 80%+ mean your message is heard, not skipped. This attention-rich context is increasingly rare across digital channels and justifies the premium CPM.
80%+ episode completion rate
Retail & E-Commerce Podcasts — Shows Worth Following
The podcasts shaping the agenda in retail strategy, omnichannel, DTC, and ecommerce operations — plus voices from the industry
Featured — From the TrendsOnFire Author
Expert Voice · Omni-channel Strategies
In this episode, Olga Bressers makes the case that service — in-store experience, post-purchase support, and omnichannel service integration — is consistently underweighted as a revenue driver in retail strategy. Drawing on 20+ years of experience leading commercial and operations transformations at brands including Nike, Richemont, and Adidas, she argues that service is not a cost centre but the most underleveraged growth lever in modern retail.
Watch on YouTube ↗
Global Retail & E-Commerce Shows
The go-to weekly briefing on retail news, technology, and strategy. Fast-paced, opinionated, and very well sourced. Covers Amazon, Walmart, Target, and European retail. Essential for anyone tracking US and global retail trends.
Long-form thinking on the future of commerce — consumer psychology, brand strategy, and the cultural forces shaping how people buy. More philosophical than tactical; excellent for executives who want to think beyond this quarter.
Scott Galloway (NYU Stern) on big tech, brands, and commerce strategy. Brutally honest analysis of Amazon, Nike, Walmart, and platform economics. Irreverent tone, consistently accurate prediction record. Top 20 global business podcast.
Deep-dive weekly podcast on ecommerce and retail technology. Very data-driven, strong on Amazon strategy, marketplace trends, and digital shelf. Excellent for professionals in ecommerce operations and digital retail.
Multi-hour deep dives into the history and strategy of major companies — Nike, LVMH, Hermès, Amazon, Walmart. The most thorough brand strategy analysis available in podcast format. Required listening for retail and brand strategy professionals.
Origin stories of iconic brands — Patagonia, Warby Parker, Away, Spanx, and many more. Rich in strategic insight through the lens of founder decisions. Excellent for understanding brand-building, DTC strategy, and retail channel evolution.
Practical ecommerce growth tactics from merchants and operators. Best for hands-on digital commerce professionals — conversion optimisation, customer acquisition, and operational scaling. Heavily DTC / Shopify ecosystem focused.
Fashion industry intelligence — luxury strategy, sustainability, supply chain, and digital transformation in fashion retail. Essential for luxury, premium apparel, and fashion ecommerce professionals. Strong European coverage (LVMH, Kering, H&M Group, Zara/Inditex).
Consumer packaged goods, retail media, and omnichannel execution. Strong guests from Unilever, P&G, Nestlé, and major retailers. Best podcast for understanding the CPG–retail relationship, category management, and retail media networks.
How iconic companies scaled — counterintuitive lessons from founders of Airbnb, Netflix, Nike, and others. Particularly strong episodes on marketplace strategy, brand-building, and distribution. Useful for ecommerce and retail leaders thinking about growth architecture.
Fast daily briefings on retail and ecommerce news — store openings, closures, earnings, and strategy moves. Good for staying current without information overload. Pairs well with the Morning Brew newsletter for a complete retail news diet.
Dutch-language podcast on ecommerce strategy, marketplace management, and digital commerce in the Netherlands and Belgium. Best resource for NL-specific platform dynamics — bol.com marketplace, NL fulfilment landscape, and local consumer behaviour.
Topics covered
About the Author
TrendsOnFire is a AI based market intelligence platform publishing analysis on retail, technology, supply chain, finance, compliance, education, people and transformation trends across Europe.
Created by Olga Bressers, a senior executive with experience in sales & digital operations, ecommerce, omni-channel retail, supply chain, programs management and business transformation.