Top podcast advertisers USA 2022

In the 4th quarter of 2022, BetterHelp's parent company Teladoc Health was the leading podcast advertiser in the United States. Its podcast ad spending stood at 26 million U.S. dollars, while that of runner-up Amazon stood at 17.5 million. The total 2022 podcast ad spend in the U.S. was estimated at 1.73 billion U.S. dollars. Podcast ad spending in the U.S. is expected to continue to grow, with expenditures projected to surpass 2.5 billion dollars by 2024.

Podcast advertising is growing up

Digital audio ad spending in the U.S. grew by almost 21 percent in 2022, more than any other digital advertising format. The leading industry category in podcast advertising was financial services, followed by arts, entertainment, and media. When it came to the top genres in podcast ad spending, 2022 witnessed an important shift. For the first time in five years, news was surpassed by sports, comedy, and society and culture as the leading content categories for podcast ad spend.

Leading podcast advertisers in the United States in 4th quarter 2022, by ad spend (in million U.S. dollars)

Characteristic	Spending in million U.S. dollars
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Release date

February 2023

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Region

United States

Survey time period

Q4 2022

Special properties

based on an analysis of post advertising data from the top 3,000 podcast in the United States as ranked by Apple Podcasts, supplemented by Magellan AI's proprietary model to estimate advertising spend

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