The goal in this collection of info slides is to chart the growth of podcast advertising in dollars and shape of adoption over time. The geographic scope is global, and the presentation sensibly also removes the U.S.’s gigantic footprint from some of the data snapshots. We’ll share two slides here.
Looking just at 2025, we see impressive spending growth in a fairly continuous monthly march from $257M to $408M, as illustrated below.
From that global perspective it’s natural to know which companies are spending the money, and Magellan delivers a cohort of seven big spenders, across seven national markets. The result is an interesting uncovering of leading advertisers that are not familiar names in US-only reckonings (see below).
We also learn about the biggest industries advertising in podcasts in 2025, according to global spend. That graphic gives us to understand that financial services advertise the most ($139M), by a large margin, followed by business services software ($89.9M).
We also see ranking of:
Campaign approach between brand awareness and direct response as measured in seven countries
Most common ad positions (pre, middle, post) in those seven countries. That delivers nuggets like this: “In French shows, pre-roll placements led at 57%, while midrolls — dominant elsewhere — were least common at 22%.” (Clearly, this is a deck for audio advertising geeks.)
There’s a good deal more to this deck, including a review of which markets are seeing new brands, and which genres had the most new brands during the study period. As always, we recommend the original source; the deck is free
.