Eight of Top 10 Advertisers Increased Podcast Ad Spend in December
Podcast advertising closed the year on a powerful upswing, with eight of the top ten advertisers increasing their ad budgets in December, according to the latest year-end data released by Podscribe, a leading podcast attribution and analytics platform.
The findings underline a broader trend: podcasting is no longer a fringe or experimental channel. Instead, it has become a core pillar in modern media planning—especially during high-intent shopping seasons like the holidays.
As brands competed aggressively for consumer attention in the final weeks of the year, Amazon emerged as the single largest spender in podcast advertising, while several surprising entrants reshaped the leaderboard.
Amazon Tops Podcast Advertising Spend During Holiday Season
Amazon Claims the No. 1 Spot Yet Again
Amazon dominated podcast advertising in December, leveraging the holiday shopping surge to amplify its brand presence across audio platforms.
According to Podscribe estimates:
Amazon spent approximately $6.2 million on podcast ads in December
This represented a 5% increase compared to November
The spending surge secured Amazon the top position among podcast advertisers
The company’s aggressive audio strategy aligns with its broader holiday marketing push, which spans TV, digital, social, and retail media. Podcast advertising, however, offers something unique: a highly engaged, trust-driven audience.
Why Amazon Is Investing More in Podcasts
Several factors explain Amazon’s continued commitment to podcast advertising:
🎧 High listener engagement and attention
🎯 Host-read ads that feel personal and credible
🛒 Strong alignment with commerce-driven messaging
📈 Measurable attribution and performance tracking
Podcast ads allow Amazon to influence purchase behavior at moments when listeners are focused, often during commutes, workouts, or downtime—ideal contexts for brand recall.
Aura Frames Surges to No. 2 in a Standout Debut
One of the Biggest New Entrants in Podscribe History
Perhaps the most eye-catching development in December’s rankings was Aura Frames, which rocketed to the No. 2 position with an estimated $5.4 million in podcast ad spend.
Key highlights:
📊 8% month-over-month increase
🚀 One of the strongest new-entrant debuts Podscribe has ever recorded
🏆 Jumped directly into the top-tier advertiser list
Aura Frames’ rapid ascent underscores how direct-to-consumer brands are increasingly using podcasts to scale visibility quickly during high-impact periods.
Why Aura Frames Chose Podcasts
Aura Frames, a digital photo frame brand often positioned as a premium gift item, benefited from several podcast-specific advantages:
🎁 Perfect alignment with holiday gifting
🗣️ Story-driven ads that explain product value
🤝 Trust built through host endorsements
🔁 Repeated exposure across niche audiences
This success signals that podcasts are now capable of delivering both brand storytelling and performance outcomes at scale.
Mint Mobile Maintains Strong Momentum in Audio Advertising
Consistent Growth Keeps Mint Mobile in the Top Three
At No. 3, Mint Mobile maintained its strong presence in podcast advertising, with an estimated $5.3 million in December spend.
📈 1% increase from November
📢 Continued emphasis on humorous, host-read messaging
📱 Strong alignment with value-conscious consumers
Mint Mobile has long been considered a case study in effective podcast marketing, using irreverent tone, memorable offers, and repetition to drive conversions.
Podcasts as a Long-Term Growth Engine
Unlike seasonal advertisers, Mint Mobile’s strategy suggests always-on investment, reinforcing the idea that podcasting is not just a holiday channel—but a year-round growth lever.
Quince and BetterHelp Round Out the Top Five
Mixed Performance Amid Overall Growth
The fourth and fifth positions were claimed by Quince and BetterHelp, respectively:
Brand
December Spend
MoM Change
Quince
$4.9 million
Decline
BetterHelp
$4.8 million
Decline
Despite remaining among the top spenders, both brands experienced double-digit declines compared to November, making them two of the only advertisers to reduce spend during an otherwise bullish month.
Why Some Brands Pulled Back
Possible reasons for the pullback include:
📉 Budget reallocation to other holiday channels
🧪 Testing fatigue after sustained Q4 investment
🎯 Focus on efficiency rather than scale late in the year
Still, their continued presence in the top five highlights podcasts’ importance to their core acquisition strategies.
Eight of the Top 10 Advertisers Increased Spend: A Clear Signal
Podcast Advertising Momentum Accelerates
Podscribe’s December data reveals a clear trend:
Eight out of the top ten podcast advertisers increased their spending month-over-month
This is a strong signal of confidence in podcast ROI, especially during one of the most competitive advertising periods of the year.
The Two Exceptions
Only two brands reduced their budgets:
❌ BetterHelp
❌ Squarespace
Even so, both brands remain deeply invested in podcasting overall, suggesting tactical adjustments rather than strategic retreats.
Traditional Brands Enter the Podcast Big Leagues
CPG and Legacy Advertisers Step In
One of the most significant takeaways from December’s rankings is the increased participation of traditional brands.
For the first time:
🥤 The Coca-Cola Company
🛡️ Liberty Mutual
entered Podscribe’s top 10 podcast advertisers list.
What This Means for the Industry
This shift marks a major evolution in podcast advertising:
📦 CPG brands now see podcasts as scalable
🏢 Legacy advertisers trust podcast measurement
🔄 Podcasts are moving beyond direct-response
Podcasting is increasingly being integrated into full-funnel marketing strategies, from awareness to consideration to conversion.
Podcast Advertising Moves Beyond Direct Response
Full-Funnel Planning Gains Ground
Historically, podcast ads were dominated by direct-response brands. December’s data, however, shows that brand advertisers are now investing at comparable scale.
Key indicators of this transition:
📊 Larger budgets
📺 Cross-channel integrations
🧠 Brand lift and recall measurement
🎥 Inclusion of video podcasts and YouTube
Podcasts are no longer just about promo codes—they’re about long-term brand equity.
Podscribe’s Measurement Advantage Explained
Beyond RSS: A Modern View of Podcast Consumption
Unlike traditional podcast analytics providers, Podscribe uses cross-platform audience data, offering a more comprehensive view of how listeners actually consume content today.
Its methodology includes:
🎧 Audio downloads
📺 YouTube podcast views
▶️ Spotify Video consumption
📱 Multi-device listening behavior
This approach reflects the modern, fragmented podcast ecosystem, where audiences move seamlessly between audio and video formats.
The Rise of Video Podcasts and Multi-Platform Reach
Why Measurement Evolution Matters
As platforms like YouTube and Spotify invest heavily in podcast video, advertisers are demanding more accurate, unified metrics.
Podscribe’s expanded measurement capabilities:
📈 Improve attribution accuracy
🎯 Enable smarter media planning
💰 Justify larger ad investments
📊 Align podcasts with other digital channels
This evolution is critical for unlocking the next phase of podcast ad growth.
What December’s Podcast Ad Boom Signals for the Future
Key Takeaways for Marketers
December’s data offers several important insights:
✅ Podcast advertising remains resilient even in competitive markets
✅ Holiday seasons amplify podcast ROI
✅ Both DTC and legacy brands see value in audio
✅ Measurement innovation is accelerating adoption
What to Expect in the Coming Year
Looking ahead, industry experts anticipate:
📈 Continued budget growth
🎥 More video-first podcast buys
🤝 Increased brand partnerships
🧪 Advanced attribution and AI-driven insights
Podcasting is no longer “emerging.” It is firmly established as a mainstream advertising channel.
Final Thoughts: Podcast Advertising Ends the Year Strong
The final month of the year delivered a resounding message: brands believe in podcast advertising.
With Amazon leading the charge, surprise performers like Aura Frames, and legacy brands stepping in, December’s numbers reflect a medium that has matured—without losing its unique ability to connect authentically with audiences.
As measurement improves and platforms evolve, podcasts are poised to play an even bigger role in the global advertising ecosystem.
