Magellan AI Study: Streaming Audio Boosts Podcast Ad Reach in 2026
Magellan AI is reshaping how advertisers evaluate streaming audio’s role in media planning. According to the company’s latest white paper, brands that rely solely on podcasts may be leaving substantial audience reach untapped by overlooking streaming audio platforms.
The findings suggest that podcasts and streaming audio do not compete for the same ears as much as advertisers assume. Instead, when used together, the two formats significantly expand total campaign reach—often by tens of thousands of households—without increasing ad frequency.
This research arrives at a critical moment as marketers reassess media efficiency amid rising competition for consumer attention across digital, social, and traditional channels.
Why Advertisers Have Been Skeptical of Streaming Audio
Despite strong growth in audio consumption, many advertisers have expressed hesitation about adding streaming audio to their podcast media plans. According to Magellan AI, these doubts surfaced repeatedly during conversations with agencies and brand marketers.
Common Concerns Raised by Advertisers
Advertisers frequently voiced questions such as:
“My audience doesn’t listen to streaming audio.”
“Podcast ads already reach the same people as streaming audio.”
“Terrestrial radio and podcasts cover all my audio needs.”
“Adding streaming audio will just increase frequency, not reach.”
These assumptions prompted Ad Results Media, a leading audio-focused agency, to commission Magellan AI for a deeper, data-driven analysis.
The Objective: Do Podcasts and Streaming Audio Reach the Same Households?
Ad Results Media asked Magellan AI a straightforward but critical question:
Do podcast ads and streaming audio ads reach the same households—or does using both channels increase total reach?
To answer this, Magellan AI conducted a detailed household-level study using real ad delivery data and advanced audience-matching technology.
How Magellan AI Conducted the Study
Timeframe and Scope
The analysis focused on third-quarter 2025 advertising data, a period representing mature audio consumption patterns across major platforms.
Audio Networks Analyzed
Magellan AI examined ad delivery across two of the largest audio ecosystems in the U.S.:
iHeartMedia
Podcast advertising
Streaming audio advertising
SiriusXM
Podcast advertising
Streaming audio advertising
Together, these networks represent millions of listeners across podcast apps, connected devices, mobile platforms, and in-car environments.
To ensure accuracy, Magellan AI leveraged the Experian device graph, a sophisticated identity resolution system that:
Connects multiple devices to a single household
Matches ad exposure across platforms
Identifies overlap and unique reach at the household level
This approach allowed Magellan AI to compare:
Households reached by podcast ads
Households reached by streaming audio ads
Households reached by both channels
Key Findings: Minimal Overlap, Maximum Opportunity
The results were clear—and surprising for many advertisers.
Podcast Advertising Reach Breakdown
86.5% of podcast ad household reach was exclusive to podcasts
13.5% overlapped with streaming audio households
Streaming Audio Advertising Reach Breakdown
75.2% of streaming audio ad household reach was exclusive to streaming
24.8% overlapped with podcast households
What This Means for Advertisers
The majority of households reached by each channel do not overlap. This disproves the belief that podcast and streaming audio ads largely hit the same audiences.
Incremental Reach Without Increased Frequency
One of the most valuable insights from the study is that incremental reach does not require increasing podcast ad frequency.
Benefits of Adding Streaming Audio to Podcast Campaigns
Expands reach into new households
Avoids listener fatigue
Improves cost efficiency
Maintains consistent brand presence
Magellan AI notes that advertisers can unlock significant incremental reach simply by adding streaming audio, even when already running podcast-heavy campaigns.
The Reverse Is Also True: Podcasts Boost Streaming Audio Plans
The research found that the relationship works both ways.
Adding Podcasts to Streaming Audio Campaigns:
Introduces brands to on-demand listeners
Captures long-form engagement
Builds deeper brand trust
Reaches audiences during focused listening moments
In both scenarios, the addition of a second audio channel creates a compounding effect rather than diminishing returns.
Streaming Audio as an “Always-On” Brand Touchpoint
One of the standout insights from Magellan AI’s analysis is how streaming audio complements podcast listening patterns.
Why Streaming Audio Matters Between Podcast Episodes
Podcasts are episodic and release-driven
Streaming audio fills the gaps between episodes
Provides daily or continuous exposure
Reinforces messaging without repetition overload
Magellan AI describes streaming audio as an “always-on” presence, helping brands remain top-of-mind even when podcast listeners are between shows.
Audio Advertising in 2026: A Multiplier, Not a Trade-Off
The study reinforces a growing industry shift: audio channels are complementary, not competitive.
Combined Audio Strategy Benefits
Higher total reach
More diverse listening contexts
Better message retention
Stronger attribution performance
According to Magellan AI, campaigns that combine podcasts and streaming audio consistently outperform single-channel audio strategies.
Implications for Media Planners and CMOs
For marketers planning 2026 media budgets, the message is clear.
Strategic Takeaways
Avoid siloed audio planning
Use data to challenge assumptions
Optimize reach before increasing frequency
Treat audio as an ecosystem, not a channel
Brands already investing in audio stand to gain the most by diversifying within the audio category itself.
Why This Research Matters Now
As competition for digital ad dollars intensifies, reach efficiency is under greater scrutiny. With cookies fading and privacy regulations tightening, household-level measurement offers a more reliable way to evaluate media performance.
Magellan AI’s study provides advertisers with concrete evidence that audio diversification delivers measurable value.
The Bottom Line
Magellan AI’s latest research makes a compelling case for integrated audio strategies in 2026:
Podcasts and streaming audio reach largely different audiences
Combining both channels significantly increases total reach
Incremental reach does not require higher ad frequency
Streaming audio acts as a continuous brand reinforcement layer
For advertisers seeking scale, efficiency, and engagement, audio works best when it works together.
Frequently Asked Questions (FAQs)
Is streaming audio worth adding to podcast campaigns?
Yes. The data shows streaming audio reaches mostly different households, delivering incremental reach.
Does this increase ad fatigue?
No. Because audiences differ, frequency remains controlled while reach expands.
Which advertisers benefit most?
Brands already investing in audio—especially national advertisers seeking scale.
Conclusion: Audio’s Future Is Integrated
In 2026, the most effective audio strategies are no longer about choosing between podcasts and streaming audio. They are about leveraging both to unlock full audience potential.
Magellan AI’s findings serve as a wake-up call: advertisers who ignore streaming audio may be missing a critical piece of the reach puzzle.
