Media buyers are missing out on valuable podcast audiences – here’s how to fix it
A common mistake media buyers make when investing in podcast advertising? Assuming one network is enough.
Acast’s latest research highlights the fragmented nature of podcasting and the importance of a diversified media plan—as no single podcast network reaches even a quarter of all listeners.
That means if you’re relying on just one platform—no matter how big—you’re missing out on a massive chunk of your potential audience.
This shatters the misconception that advertising on one major platform guarantees widespread reach. To maximize campaign impact, media buyers must think beyond single-network buys—embracing multi-partner strategies and tapping into audiences beyond just the top shows.
For example, Spotify may hold the top spot in overall reach, but a significant part of that audience hinges on just one show: The Joe Rogan Experience. That’s a risky bet. And if your campaign doesn’t extend to other podcast networks, you’re leaving untapped opportunities—and engaged listeners—on the table.
The Acast advantage: unduplicated audiences and real incremental reach
Acast is one of the top three podcast networks in the USA in terms of reach, but here’s what sets us apart: our audience is largely unduplicated.
Only 12% of Acast listeners also listen to a Spotify podcast. That means if you’re only advertising on Spotify, you’re missing 88% of Acast’s audience—a highly engaged group of listeners you won’t find anywhere else.
What does this mean for media buyers? Incremental reach. Advertisers already investing in podcast ads with other networks can significantly expand their audience by adding Acast to the mix. For instance, supplementing a New York Times RON buy with Acast boosts maximum reach by 180%.
Key Takeaways for Media Buyers
- Diversification is Key: The podcast market is fragmented, and a multi-network approach is the best way to maximize reach.
- One show (or network) won’t cut it: Relying too heavily on a single platform limits the effectiveness of your campaign.
- Acast reaches listeners you won’t find elsewhere: Our audience is largely unduplicated, meaning other podcast networks can’t replace the value we bring.
- Incremental reach drives results: Adding Acast to your media plan significantly expands your campaign’s total audience.
Source: OnePulse study, January 2025. USA data. N=182 daily podcast listeners that consume 3+ podcast titles.
A common mistake media buyers make when investing in podcast advertising? Assuming one network is enough.
Acast’s latest research highlights the fragmented nature of podcasting and the importance of a diversified media plan—as no single podcast network reaches even a quarter of all listeners.
That means if you’re relying on just one platform—no matter how big—you’re missing out on a massive chunk of your potential audience.
This shatters the misconception that advertising on one major platform guarantees widespread reach. To maximize campaign impact, media buyers must think beyond single-network buys—embracing multi-partner strategies and tapping into audiences beyond just the top shows.
For example, Spotify may hold the top spot in overall reach, but a significant part of that audience hinges on just one show: The Joe Rogan Experience. That’s a risky bet. And if your campaign doesn’t extend to other podcast networks, you’re leaving untapped opportunities—and engaged listeners—on the table.
The Acast advantage: unduplicated audiences and real incremental reach
Acast is one of the top three podcast networks in the USA in terms of reach, but here’s what sets us apart: our audience is largely unduplicated.
Only 12% of Acast listeners also listen to a Spotify podcast. That means if you’re only advertising on Spotify, you’re missing 88% of Acast’s audience—a highly engaged group of listeners you won’t find anywhere else.
What does this mean for media buyers? Incremental reach. Advertisers already investing in podcast ads with other networks can significantly expand their audience by adding Acast to the mix. For instance, supplementing a New York Times RON buy with Acast boosts maximum reach by 180%.
Key Takeaways for Media Buyers
- Diversification is Key: The podcast market is fragmented, and a multi-network approach is the best way to maximize reach.
- One show (or network) won’t cut it: Relying too heavily on a single platform limits the effectiveness of your campaign.
- Acast reaches listeners you won’t find elsewhere: Our audience is largely unduplicated, meaning other podcast networks can’t replace the value we bring.
- Incremental reach drives results: Adding Acast to your media plan significantly expands your campaign’s total audience.
Source: OnePulse study, January 2025. USA data. N=182 daily podcast listeners that consume 3+ podcast titles.
