The Top Podcast Advertising Trends to Listen for in 2026

Podcasts are having more than a moment but a cultural takeover, and the medium isn’t  slowing down anytime soon. What with the 2026 Golden Globes adding a “Best Podcast” category for the first time and US ad spending on podcasts projected to hit $3.7B by 2029, podcasts are cementing their place as a cultural powerhouse and advertising essential.

As we look ahead to 2026, the podcast landscape continues to evolve. Whether you're a seasoned investor in podcast advertising or exploring the medium for the first time, understanding the emerging trends—from increasing omnichannel campaigns to a more enhanced AI presence—will help you stay ahead of the curve. 

Here are the top podcast advertising trends brands should watch (and listen) for in 2026 and beyond.

1. Omnichannel Campaigns Are the Wave of the Future

Gone are the days when podcasts existed solely in audio form. Creators are expanding beyond the microphone to build multimedia empires, and fans are eager to follow them across channels. In fact, 41% of podcast listeners say the medium allows them to connect with their favorite creators across multiple platforms, including audio, video, and social media. YouTube and Instagram are especially dominant platforms for listeners to engage with their favorite hosts. 

For advertisers, this omnichannel approach presents a powerful opportunity. Create campaigns that follow audiences across their entire content journey (which could happen in a single day). For example, your audience might listen to a podcast episode on Pandora and hear your audio host read while they’re multi-tasking. From there, the listener can be retargeted later by being shown a display banner while browsing online. And finally, when your listener is watching the YouTube video of the same podcast episode to catch the reactions of the host, they can see your video host read, complete with visual CTAs and more.

2. Open Ecosystems > Walled Gardens

As the podcast industry matures, a key strategic question has emerged: Is it better to keep content within a closed walled garden or an open ecosystem? Walled gardens—platforms that require subscriptions or publish content behind paywalls—offer highly-targeted audiences and full control over ad inventory. However, they limit reach to subscribers only, which can be restrictive.

Open ecosystems, on the other hand, allow content to be distributed across multiple platforms and apps. That means your brand message travels with the listener—no matter where they press play—from Pandora, to Spotify, to YouTube. At SiriusXM Media, we’re proud to have an open ecosystem, giving your campaigns broader impact and reach. 

3. Targeting Will Become More Advanced

One-size-fits-all ad buys are no longer a viable strategy. Thanks to advanced targeting methods, advertisers can reach their ideal listeners with precision. As the advertising industry evolves, so does the sophistication of its targeting capabilities. Here's a small sample of the available podcast targeting at SiriusXM Media:

• Inventory targeting: Leverage show anti-targeting for full control over where your ads run. Or, target listeners across an entire publisher like the Unwell Network or SmartLess Media to find your target consumers.

• Contextual targeting: Place ads within podcast episodes that naturally align with your product or message based on the genre or language. Or, exclude episodes covering topics that aren’t a perfect fit for your brand.

• Audience targeting: Deliver hyper-local ads based on geography, perfect for driving foot traffic or regional awareness. Or, use predictive behaviors like life stage and purchase intent to reach your ideal audiences.

When you layer these targeting tactics together, you can create campaigns that feel less like ads and more like personalized conversations.

4. Multicultural Audiences Warrant More Investment

While there’s still a long way to go for the podcast industry to diversify, podcast listeners are increasingly diverse. In fact, 58% of Black podcast consumers now listen monthly compared to 38% in 2021, and 51% of Hispanic podcast consumers listen monthly compared to 36% in 2021. Multicultural audiences want to see themselves reflected in the content they consume, whether it’s through the podcast content itself or the advertisements. Just think of this, one in three SiriusXM Media podcast consumers want to hear ads that feature diverse voices.

With the growing spending power of multicultural consumers, brands that invest in diverse podcast partnerships will gain a competitive edge. Don’t let multicultural consumers be an afterthought in 2026. Get started by working with creators from varied backgrounds, crafting culturally relevant messaging, and ensuring your campaigns authentically reflect the communities you're trying to reach.

5. Podcasts Are a Source of Expert Information

Podcasts have become more than just entertainment but a resource for listeners to become informed on a wide variety of topics. In fact, on Simplecast, business is the top-growing genre while education is the fifth fastest-growing genre.

The 2024 election cycle provided a perfect example, with presidential candidates appearing on popular podcasts to reach voters in long-form, conversational settings. This trend extends beyond politics. Business owners use podcasts to share thought leadership. Healthcare professionals lean on podcasts to educate patients. For advertisers, this means there are plentiful opportunities to reach niche audiences who trust the hosts in professional industries and are interested in personal development and growth.

6. YouTube Dominates Podcast Consumption

If you're not thinking about podcast video advertising, you're missing a massive opportunity. YouTube has become the dominant platform for podcast consumption, with 64% of audiences tuning in there. The visual element of podcast video adds a new dimension to the listening experience, allowing fans to see reactions, read body language, and feel more connected to hosts.

For advertisers, this shift opens new creative possibilities. By leveraging podcast video ads, you can combine the intimacy of audio with the engagement power of visual storytelling. Brands can partner with hosts for video host reads, sponsor episodes with on-screen branding, or take advantage of social amplification to extend reach beyond the podcast itself.

7. The Power of Programmatic Audio

Programmatic advertising is transforming how brands buy podcast inventory. Automated buying platforms allow advertisers to scale campaigns quickly, optimize in real time, and target listeners with precision across thousands of shows.

Programmatic audio removes many of the traditional barriers to podcast advertising. Obstacles like limited inventory or time-consuming manual buys are replaced with efficiency and data-driven decision-making. Brands can test and learn faster, adjust strategies on the fly, and ensure their ads reach the most relevant audiences.

8. As Late-Night Shows Decline, Podcasts Are on the Rise

Traditional late-night talk shows are increasingly losing viewers. Meanwhile, podcasts continue to pick up steam. Why? Podcasts offer intimacy, authenticity, and flexibility, making unscripted conversations with stars and experts feel more real and relatable. Listeners can tune in to podcasts anytime, anywhere. They can binge episodes back to back, skip ahead, or revisit favorite moments. And unlike late-night TV, podcasts aren't beholden to network schedules. It's content on their terms.

Creators like Conan O'Brien have successfully moved from traditional television to podcasting, bringing their loyal fanbases with them and proving that podcasts are the new entertainment for mornings, afternoons, or evenings. Conan has seen massive success, with his hit podcast Conan O’Brien Needs a Friend seeing 5.4M monthly downloads and a YouTube base of 9.1M subscribers. For advertisers, this shift represents a major opportunity. As audiences migrate from late night TV to podcasts, your ad dollars should follow.

9. Podcasts Go Live

Podcast recordings and tours are becoming live, can’t-miss events. Shows like SmartLess are taking to the stage and packing venues with thousands of fans eager to see their favorite hosts perform live. These IRL experiences create unique opportunities for brands to engage with fans through sponsorships, on-site activities, and exclusive experiences that build lasting brand affinity.

Live podcasting also generates multiple content opportunities. The live performance itself can become a recorded episode, bite-sized social media content, behind-the-scenes footage, and more. Brands that sponsor live shows benefit from each of these extensions.

10. AI Continues to Take the Spotlight

Artificial intelligence is making its mark everywhere, and its presence is increasingly felt in the podcasting landscape. Over half (58%) of audio industry professionals say AI will have a positive impact on podcasting, while 22% of listeners have heard a podcast that was narrated by an AI-generated voice.

AI is shifting the podcast industry by automating once time-sensitive tasks like transcription and editing and minimizing obstacles for smaller teams and podcasts. While the full impact and potential of AI for advertisers, shows, and listeners remains to be seen, it’s never been a more exciting time to be part of the innovation. 

Future-Proof Your Campaigns with SiriusXM Media

Investing in podcasts isn’t complete without linking arms with the right partner. When you partner with the SiriusXM Podcast Network, you’re accessing the #1 podcast network for adults 13+ and women. As brands prep for 2026, we're the ideal partner to help you stay innovative, reach the right audiences, and make an impact across every platform.

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