Marketecture: Get Smart. Fast. The State of Audio Measurement & What The Data Reveals
Apr 27, 2026
Matthew Drengler, Head of Partnerships at Podscribe, explains podcast and streaming measurement and partnerships. Peter Birsinger, Founder and CEO of Podscribe, shares benchmark data and attribution know-how. They discuss real-time dashboards and incrementality testing. They compare podcast vs streaming performance, why host-read and longer ads work, optimal ad placement, frequency caps, and buying strategies.
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Podcast Market Has Huge Untapped Ad Spend
- Podcast ad spend grew from $150M to $4.7B and combined podcast+streaming is $10–15B, signaling large room to scale.
- Podcasts reach nearly 600M listeners globally and 73% of Americans have listened, yet ad spend is only ~2% of media spend.
Podcasts Convert Better Per Impression Than Streaming
- Podcast impressions convert more efficiently than streaming audio, but market CPMs often balance CPAs between the two channels.
- Podscribe benchmark covers ~30B impressions, ~1,000 advertisers and finds similar CPA after cost adjustments.
Buy Host Read Ads When Price Is Comparable
- Use host-read creative when possible because it yields higher purchase rates and lower customer acquisition costs.
- Choose host-read only if pricing is reasonable versus dynamically inserted spots.