Podcast Ad Spend Jumps 32% in Magellan AI Q4 Report

RADIO ONLINE | Tuesday, February 10, 2026 | 2:27pm CT

Magellan AI

Podcast advertising continued its upward trajectory in the fourth quarter of 2025, with ad spending rising 32% year-over-year, according to the latest quarterly benchmark report from Magellan AI. The analysis reviewed nearly 95,000 podcast episodes to track advertiser behavior, ad loads, and category growth across the medium.

The report found that Q4 spending outpaced the previous quarter by 17%, driven in part by a sharp increase in December. Ad load also climbed, with advertising accounting for an average of 8.82% of episode content in Q4, up from 8.33% in the third quarter. Year-over-year, overall ad load increased 6.6%, reflecting continued demand for podcast inventory.

Advertiser participation expanded as well, with 1,482 brands entering podcast advertising for the first time during the quarter. Nearly one in five of those new advertisers included sports podcasts in their media plans, making sports the most popular genre for first-time buyers.

By category, shaving emerged as the fastest-growing advertising segment in Q4, with spending up 77% quarter-over-quarter. Brands such as Manscaped, Gillette, and Harry's Razors led the category's growth. Other industries posting sizable gains included socks, health services, and phone, internet, and cable services.

Magellan AI reported that the top 10 podcast advertisers collectively spent an estimated $142 million in Q4, a 5% increase from Q3. Nine of those advertisers were repeat top spenders from the prior quarter, while AT&T joined the top 10 for the first time.

To further explore the findings, Magellan AI will host a 20-minute live webinar on February 24 at noon ET, highlighting key data points from the Q4 report and examining the brands and industries shaping recent podcast ad spending. To register, click here.