Podcast audiences may be increasingly opting to watch podcasts instead of experiencing them through audio alone, but a new report finds that audio podcast ads still outperform their YouTube variants by a wide margin, converting up to 25% better for advertisers.
The Oxford Road and Podscribe whitepaper, “Re-Thinking YouTube,” offers one of the most comprehensive comparisons to date between podcast downloads and YouTube views, analyzing more than 1,000 campaigns across 100 brands.
The study concludes that while YouTube offers reach and visibility, traditional audio podcasts deliver stronger listener engagement and purchase intent. Across two independent datasets—one tracking promo code redemptions and the other post-purchase survey responses—audio podcast impressions consistently generated higher conversion rates than identical campaigns running on YouTube.
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