As ad-free video streaming platforms continue to attract millions of subscribers worldwide, advertisers face a growing challenge: how do you reach audiences who pay specifically to avoid ads?
New industry research reveals a compelling answer — audio advertising.
Fresh data from multiple research firms suggests that audio platforms such as podcasts and AM/FM radio are now one of the most effective channels to reach ad-free streaming subscribers, opening new opportunities for brands, advertisers, and streaming platforms alike.
This shift highlights a broader transformation in consumer media habits — and signals a strategic pivot in how advertisers should plan campaigns in the streaming era.
Subscription video-on-demand (SVOD) platforms like Netflix, Amazon Prime Video, Disney+, and others continue to expand their ad-free subscriber bases.
However, advertisers increasingly struggle to connect with these premium viewers, since traditional TV advertising does not reach them effectively.
If ad-free viewers can’t be reached through video ads, where can advertisers find them?
The data now points to audio.
According to a quarterly national survey of over 2,000 respondents by Screen Engine/ASI, the demographic profile of streaming subscribers closely mirrors that of heavy podcast listeners and AM/FM radio audiences — not traditional television viewers.
Lauren Vetrano, VP of Advertiser Measurement & Insights at Cumulus Media/Westwood One Audio Active Group, explains:
“The age profile, presence of children, and employment levels of video streaming subscribers and viewers closely match heavy podcast and AM/FM radio listeners. Traditional linear TV audiences tend to be older and less likely to be working or raising children.”
This finding reshapes assumptions about where advertisers should invest media budgets.
A separate study by Signal Hill Insights and Quantilope, conducted among more than 600 weekly podcast listeners, found a powerful overlap between podcast consumers and ad-free streaming users.
Podcast audiences are not only digitally active, but also increasingly disconnected from traditional television, making them difficult to reach via legacy media channels.
Among weekly podcast consumers:
This further reinforces that audio-first consumers and premium streaming subscribers overlap at scale — a valuable insight for brands targeting high-spending, tech-savvy users.
While video streaming viewers may avoid traditional ads, they remain highly reachable through podcast advertising.
Lauren Vetrano highlights:
“While these consumers are streaming ad-free video content, they can still be effectively reached through podcast advertising.”
This makes podcasts one of the most strategic ad placements in the modern media mix.
Another compelling insight from the research shows that the more time someone spends listening to podcasts, the more time they also spend streaming ad-free TV content.
This segment represents a premium, hard-to-reach audience — people who actively avoid traditional TV ads but remain accessible through audio platforms.
Despite these insights, most streaming services and advertisers still invest heavily in traditional TV advertising, underutilizing audio channels.
| Platform | Advertising Spend |
|---|---|
| Linear Television | $1.1 Billion |
| Podcasts | $83 Million |
| AM/FM Radio | $42 Million |
This spending gap signals a major untapped opportunity.
“The historically high spend on television and relatively low spend on podcasts and radio creates a major opportunity for streaming platforms to build stronger share-of-voice in audio,” says Vetrano.
Streaming companies are now encouraged to use audio platforms not only to promote subscriptions but also to strengthen brand presence.
Unlike video ads, audio ads feel personal and immersive.
This gives brands a more organic and credible path to influence high-value consumers.
Modern consumers increasingly multitask across devices — streaming TV while browsing social media, listening to podcasts while working, or commuting while consuming audio content.
This makes audio always-on, always-accessible marketing.
As ad-free streaming continues to grow, advertisers must diversify beyond video ads.
Audio is no longer a secondary channel — it is becoming a primary gateway to high-value streaming viewers.
The evidence is clear:
Ad-free streaming audiences are not unreachable — they’re just listening instead of watching ads.
As podcast consumption rises and traditional TV viewership declines, audio is emerging as the most efficient bridge between advertisers and premium streaming subscribers.
Brands that act early on this shift stand to gain:
In 2025 and beyond, audio advertising is not just a workaround — it’s a frontline strategy.
