Study Shows YouTube Podcast Ads Lag Behind Audio

As podcast advertising continues its meteoric rise, marketers are increasingly placing ad dollars behind both traditional audio formats and the booming world of video podcasts, especially on YouTube. But a major new industry study is now challenging one of the fastest-growing assumptions in podcast monetization: that YouTube video podcast impressions are just as effective as audio-only impressions for advertisers.

Video Isn’t Always Better

A new white paper from Oxford Road and Podscribe reveals that podcast ads running on YouTube, even when delivered by the same host with the same message, are significantly less effective at driving measurable conversions compared to audio-only podcast ads. According to the study:

• YouTube video podcast impressions were 18–25% less effective at driving purchases than audio downloads. That means brands spending $1 million on video podcast ad impressions could be giving up as much as $250,000 in conversion value compared to the equivalent spend on audio-only ads.

• Across more than 1,000 campaigns and 100+ brands, the analysis consistently showed that as the share of YouTube impressions increased, overall response rates (measured by promo-code redemptions and survey responses) tended to decline.

• The performance gap isn’t just a measurement quirk, it reflects real differences in audience behavior and platform dynamics. Audio podcast listeners are typically more deliberate and attentive, while YouTube viewers are often pulled in via algorithmic suggestions and visual distractions, leading to weaker engagement per impression.

Why Audio Still Outperforms

Several factors help explain why traditional audio may still be the stronger driver of advertising ROI:

• Intentional listening: Podcast listeners usually choose a show and tune in purposefully, a “lean-in” behavior that boosts ad attention and recall.

• Host influence: Long-time audio listeners tend to have established trust with podcast hosts, making them more likely to act on promo-codes or calls to action embedded within episodes.

• Measurement clarity: Audio downloads are countable one per listener per day, while YouTube views can represent multiple plays from the same user or rapid drop-offs without attention, complicating how impressions are counted and valued.

This performance advantage of audio is also supported by broader marketing research showing that audio ads often deliver higher engagement, brand recall, and action rates than many visual ad formats, including video and social platforms.

Still a Place for YouTube, Just Not as a Straight Swap

It’s important to note that this study doesn’t argue that YouTube has no value for podcast advertisers. In fact:

• Video podcasts continue to attract massive audiences, with platforms like YouTube capturing a large share of simulcast consumption.

• YouTube offers scale, broader discoverability, and visual storytelling opportunities that audio alone can’t deliver.

The issue is that the industry has often treated YouTube views as interchangeable with audio impressions in media plans, CPM negotiations, and attribution models, and that assumption may be costing brands in measurable conversion outcomes.

What This Means for Advertisers & Creators

Here are a few strategic takeaways:

• Don’t equate all impressions: A YouTube view isn’t the same as an audio download, both in audience mindset and in conversion value.

• Measure holistically: Pair promo codes, surveys, and performance analytics across formats to understand where conversions are really coming from.

• Optimize placement: Consider using YouTube for brand awareness and reach, while reserving audio spots for direct response and conversions.

• Educate clients & partners: Advertising partners and agencies need to update planning tools and attribution models to reflect these performance differences.

Podcast advertising continues to captivate marketers with its strong engagement and growth potential. But as this new study makes clear, not all impressions are created equal. For brands chasing conversions and ROI, audio-only podcast ads remain a highly effective — and possibly undervalued — channel, while YouTube’s strengths may shine more in awareness and discovery.

As the industry evolves, smarter measurement and media planning will be key to unlocking the true value of each format, audio and video alike.