As media consumption habits continue to fracture and evolve, one medium has quietly become mainstream: podcasts. According to our latest Media Consumption Insights 2025, Americans, especially younger audiences, are increasingly turning to non-traditional formats like podcasts for both news and entertainment. Major podcasters are amassing audiences that rival cable networks, and the lines between influencer, journalist, and commentator are blurring fast.
So how should brands, campaigns, and causes engage this high-impact, high-trust ecosystem? Here are six strategic ways to tap into the podcasting space:
Treat Podcasters Like Media
- Pitch podcast producers on compelling guests, timely stories, and exclusive content, just as you would traditional journalists. Many podcasters are hungry for fresh material and welcome direct outreach.
Buy Sponsorships Directly
- Sponsor podcasts with custom packages or live-read ads. Direct deals allow for message integration that feels authentic because it comes directly from hosts.
Leverage Programmatic Ad Buys
- Run targeted ads via programmatic platforms to reach audiences by genre, interest, or demo, while reaching a larger swath of programs.
Activate Podcasters as Influencers
- Audience loyalty often extends beyond podcasts, with audiences following their favorite podcasters on social media. Collaborate with podcast hosts to create sponsored content to create additional touchpoints.
Target Listeners on YouTube
- Podcasts don’t just live in an audio medium anymore; they’re increasingly uploaded to YouTube to expand their reach. Utilize YouTube’s powerful targeting capabilities to target podcast watchers there with video ads or pre-roll content.
Engage Social Followers
- Use social media targeting to reach followers of specific podcasts or hosts, engaging key audiences in an additional channel and creating a surround-sound effect.
In a landscape where “media” increasingly means “who people trust in their ears,” the rise of podcasting is an opportunity brands and organizations can’t afford to ignore. Want to build a podcast strategy that cuts through? Let’s talk.