2026播客广告市场趋势

Podcast advertising market trends About our presenters CEO & Co-Foundercameron@magellan.aiCameron Hendrix President, Measurementjim@magellan.ai What is Magellan AI? Advertisersincrease RoAS withMagellan AI’s media planning and IntelligenceCompetitive intel • Media planning Agenciesprove advertiserperformance and find new clientsthrough Magellan AI. Airchecks • Audits • Brand safety prospecting qualified advertiserswith Magellan AI. Pixel-based • Pod-to-pod What’s the AI in Magellan AI? International coverage across 8 key markets US, Canada, UK, Ireland, Germany, France, Spain, and Australia Four languages: English, Spanish, German, French Podcast measurementspans beyond these markets Global podcast ad in spend: 2025 Growth podcast ad in spend: 2025 Growth podcast ad in spend: 2025, ex-US Based on ads detected by Magellan AI in H1 2026Who’s spending the most in each market? Based on ads detected by Magellan AI in H1 2026Frequent advertisers across 7 markets Biggest industries by global spendTop industries from Magellan AI sampled ads in Q1 2026 & SoftwareQ1 spend$81.1MY/Y change & Software SupplementsQ1 spend$57.4MY/Y change $89.9MY/Y change+37% $88.0MY/Y change+45% $139.0MY/Y change+39% Biggest industries by global spend, ex-USTop industries from Magellan AI sampled ads in Q1 2026 & Software & Software $9.4MY/Y change+78% Y/Y change $11.3MY/Y change+93% $10.5MY/Y change+67% $20.1MY/Y change+94% Biggest jumps in spend Y/Y from sampled advertisersFastest growing industries by country spend this year includeFinancialServices, andInsurance. the top three growing industriesin every outlined country except A look at where new brands are appearing over their first monthPodcast advertisers by launch path Of all new brands wholaunched campaignsglobally, 53% launched inUS and non-US at the same Campaign approaches Of the markets wemeasured in Q1, Francehad the highest share of garnered the greatestshare ofCanadaad Most common ad positions The average distributionacross all sampledcountries in Q1 was35%pre-roll,47% mid-roll, and placements led at57%,while mid-rolls—dominantelsewhere—were least A closer look at adloads Ad load across episodessampled globally fell to7.20%in Q1 ‘26 compared to7.40%in Q4 ‘25. ad load increased a relative9.5% Y/Y, from 6.05% in Q1’25. terms, or about21seconds Q1 ‘26 ad loads for Germany held steady, while others have decreased Q/QQuarterly ad loads since January 2025 How ad load differs byepisode length The most commonepisode length is30-60min, making up 40.1% of length had average adload of 31% in Q1. >60m in length had avg.ad load of 6.4% in Q1. How did new brands scalepodcast spend? Average investment fornew advertisers in launchmonth vs. the following 6 Growth podcast ad in spend: 2025-26 Growth podcast ad in spend: 2025-26, ex-US Which markets are seeing new brands?New brand counts by country year-over-year Biggest gain of new brands in Q1 Rankings by new brands sampled for the first time in 2026Which genres had the most new brands? Learn more and book a demo atmagellan.ai