The Biggest Podcast Advertisers: Who’s Spending the Most?

Podcasts have become a powerhouse in digital advertising, with brands investing heavily to reach engaged audiences. Podcast ad spending continues to grow, with certain companies dominating the space. Here’s a look at the biggest podcast advertisers and why they’re betting big on audio content.

Top Podcast Advertisers

1. BetterHelp (Mental Health Services)

BetterHelp remains one of the most frequent podcast advertisers, sponsoring shows across genres like true crime, comedy, and self-improvement. The online therapy platform leverages podcast hosts’ personal endorsements to build trust with listeners.

2. Squarespace (Website Hosting)

A long-time podcast sponsor, Squarespace continues to invest heavily in podcast ads, particularly on business and tech-focused shows. Their simple, creator-friendly messaging resonates with podcast audiences looking to establish an online presence.

3. Amazon Music & Audible (Streaming & Audiobooks)

Amazon aggressively promotes its audio services, with Audible and Amazon Music sponsoring major podcasts. Exclusive deals with top creators (like SmartLess and Crime Junkie) help them attract subscribers.

4. Shopify (E-Commerce Platform)

Shopify targets entrepreneurial podcast listeners, frequently appearing on business and marketing podcasts. Their ads focus on empowering small business owners, making them a natural fit for the medium.

5. HelloFresh & Blue Apron (Meal Kits)

Meal kit companies remain dominant in podcast advertising, with HelloFresh leading the pack. Their discount-driven ads perform well on comedy and lifestyle podcasts, where hosts often share personal experiences with the service.

6. Mint Mobile (Wireless Service)

Ryan Reynolds’ Mint Mobile continues its podcast ad blitz, capitalizing on humor and affordability. The brand frequently appears on comedy and pop culture podcasts, leveraging celebrity appeal.

7. Athletic Greens (Health Supplements)

Now branded as AG1, Athletic Greens is a staple on health, wellness, and fitness podcasts. Their long-form, educational ads emphasize holistic nutrition, making them a favorite among biohackers and athletes.

8. NordVPN (Cybersecurity)

With growing concerns over online privacy, NordVPN sponsors tech, news, and true crime podcasts. Their messaging focuses on security and anonymity, appealing to privacy-conscious listeners.

9. Rocket Money (Finance App)

Formerly Truebill, Rocket Money has ramped up podcast ads, targeting personal finance and business podcasts. Their budgeting and subscription-tracking tools align well with financially savvy audiences.

10. Manscaped (Grooming Products)

Manscaped maintains a strong presence in comedy and male-focused podcasts, using humor and bold messaging to promote men’s grooming products.

Why Are These Brands Dominating Podcast Ads?

• High Engagement: Podcast listeners are loyal and often trust host-read ads.

• Targeted Audiences: Advertisers can choose shows that align with their customer demographics.

• Performance-Based ROI: Many podcast ads use promo codes, making it easy to track conversions.

• Brand Storytelling: Longer ad formats allow for deeper storytelling than traditional commercials.

As podcast listenership grows, more brands especially in fintech, health, and DTC (direct-to-consumer) are expected to increase spending. Dynamic ad insertion and programmatic buying are also making podcast ads more scalable.