Podcast Ads Beat Streaming Audio in Purchase ROI — Podscribe Report

Podcast advertising is proving to be the most effective digital audio channel for driving real, incremental consumer purchases, outperforming streaming audio by a wide margin, according to new performance benchmarks released by Podscribe.

The latest Podscribe Performance Benchmark (PPB) Report, released within the last 24 hours, reveals that podcast ads generate nearly double the incremental purchase lift compared to streaming audio campaigns — highlighting the medium’s growing importance in modern media strategies.

As advertisers increasingly seek measurable ROI, unique audience reach, and conversion-driven marketing, podcasting is emerging as a top-performing channel, especially for brands aiming to reach consumers not saturated by traditional advertising.

Podcast advertising outperforming streaming audio in purchase conversion metrics — Podscribe Performance Benchmark report visualization

Table of Contents

What Is Incremental Purchase Lift — And Why It Matters?

Incremental purchase lift refers to how many purchases occur because of an advertising campaign that would NOT have happened otherwise. This metric helps brands determine whether ads are actually driving new customers — rather than merely converting people who were already likely to buy.

According to Matt Drengler, Head of Partnerships at Podscribe, incrementality is one of the most important metrics in modern performance marketing.

“Incrementality isolates the true impact of a campaign — the difference between consumers who saw the ad and those who didn’t,” Drengler explained during a recent Podscribe webinar.

This measurement eliminates noise from organic traffic, repeat buyers, and cross-channel overlap, providing advertisers with clearer attribution and more reliable ROI insights.

Podcasts Drive a 28% Median Purchase Lift — Double That of Streaming Audio

The report reveals a significant gap between the effectiveness of podcast ads and streaming audio ads:

Median Incremental Purchase Lift by Channel

Podscribe notes that when brands run podcasts and streaming audio simultaneously, the incremental lift drops, suggesting that streaming audiences are often already exposed to ads across multiple platforms, reducing uniqueness and impact.

Why Podcast Ads Perform Better Than Streaming Audio

1. Podcast Listeners Are Harder to Reach Elsewhere

Podcast audiences tend to be less saturated by traditional advertising channels such as:

Because of this, podcast ads often become the primary or first exposure to a brand, leading to higher conversion rates.

“Podcasting reaches audiences that brands aren’t already hitting with billboards, search ads, or digital banners,” Drengler noted.

2. Podcasts Create Stronger Trust and Host Influence

Podcast ads are frequently:

Listeners often trust podcast hosts, which leads to higher engagement and purchase intent compared to passive streaming audio ads.

3. Streaming Audio Audiences Are Oversaturated with Ads

Streaming audio advertisers often run heavy multi-channel campaigns across:

This results in audience duplication, meaning consumers are already exposed to the brand elsewhere, lowering incremental impact.

Podscribe suggests this dilution effect explains why streaming audio produces lower net new purchases.

Smaller Brands See the Biggest Gains From Podcast Advertising

One of the most striking findings in the report is how dramatically podcast ads benefit smaller and emerging brands.

Incremental Lift by Brand Size

Why Small Brands Benefit More:

“The smaller the brand, the more incremental value podcast advertising tends to deliver,” Drengler said.

Podcast Advertising Still Works for Big Brands — Despite Multi-Channel Saturation

While smaller brands benefit the most, the report confirms that large brands still gain measurable value from podcast advertising, even when they already invest heavily in multiple channels.

Brands with over 20 million monthly visitors still achieved a 16% incremental purchase lift, proving that podcasts remain an effective performance tool at scale.

Industry Breakdown: Which Sectors See the Best Results?

Top-Performing Categories in Podcast Advertising

These industries benefit because:

“For some brands, podcasts are one of the only advertising channels available — and that exclusivity increases their incremental performance,” Drengler explained.

Top-Performing Categories in Streaming Audio

This suggests that mainstream retail and finance brands perform better in streaming environments, while digital-native and specialty brands thrive in podcast ecosystems.

Why Podcasts Drive More Attributable Conversions Than Streaming Ads

Podcast ads generate stronger conversion impact due to:

Listeners are also more likely to act on recommendations when ads feel authentic and personalized.

Podcasting’s Role in the Future of Performance Marketing

With marketers increasingly shifting budgets toward performance-driven channels, podcasts are becoming a core pillar of growth marketing strategies.

Trends Supporting Podcast Ad Growth:

Podscribe says future PPB reports will expand on industry segmentation, offering even more detailed insights into category-specific performance.

Key Takeaways for Advertisers and Marketers

Why Brands Should Invest More in Podcast Advertising

Final Verdict: Podcasts Lead Digital Audio in Real Purchase Impact

The Podscribe Performance Benchmark report reinforces what many marketers already suspected — podcast advertising is not just awareness-driven, but a powerful performance channel capable of driving real, measurable sales.

As brands look to optimize ad budgets, reduce wasted impressions, and increase authentic consumer engagement, podcasting is positioned to remain the strongest digital audio investment in the years ahead.

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