Podcast Ads vs. Streaming Ads in 2025
Podcast Ad Delivery
We’re living in the matrix of podcast advertising—where two people can hear completely different ads on the same episode. That’s not a glitch. That’s just modern podcast delivery.
If your team has been treating all audio ads the same—whether on streamed shows or downloaded episodes—you might be overlooking critical differences in how ads are delivered, measured, and optimized.
After placing over 150,000 podcast ads, we’ve seen firsthand how these nuances can make or break campaign performance. Let’s break it down.
Podcast Streams vs. Downloads: What’s the Difference?
Downloads: The episode is saved to a device (like a phone or tablet) for offline listening. Downloads may happen automatically if a user is subscribed.
Streams:The episode is played in real time over an internet connection, often through platforms like Spotify, iHeart, or Audacy.
The experience may feel the same to listeners—but for advertisers, the differences in delivery and tracking are significant.
Do Podcast Ads and Streaming Ads Use Different Ad Types?
Nope. Pre-roll, mid-roll, and post-roll placements show up in both downloaded and streamed podcasts. And thanks to dynamic ad insertion (DAI), campaigns can be updated or rotated across both formats.
What differs is how those ads are delivered—and what data advertisers get back.
How Podcast and Streaming Ad Delivery Works
Streaming Platforms (like Spotify):
- Server-Side Ad Insertion (SSAI): Ads are inserted as the episode is streamed in real time.
- Real-Time Delivery: Ads are delivered at the moment of playback—not at download.
Think of it like this: A listener on a Wednesday afternoon around 3 p.m. could have an ad streamed to them saying, “Happy Wednesday afternoon, listener! It’s a perfect day in Calgary, Alberta, to check out Sam’s Sandwiches.”
If this same ad were inserted using a normal podcast insertion like DAI or baked in, we might have some very confused listeners who downloaded the ad on Wednesday but only listened to it on the following Friday.
Streaming ads allow for real-time, calculated ads to be played and guaranteed to be listened to when planned for.This means you’re tracking actual listens, not just downloads.
Ad Delivery in Downloaded Podcasts
- Baked-In or Episodic Ads: Ads are permanently embedded in the audio file when it’s downloaded.
- Insight Limitations: A download is counted whether or not the listener presses play.
Podcast Advertising Metrics: Downloads vs. Streaming Listens
This is where the difference really matters.
- Downloads = potential reach. You know the file made it to someone’s device—but not whether they listened.
- Streaming impressions = confirmed delivery. It’s not perfect, but it’s the closest you’ll get to knowing the ad was actually heard.
Tip: Want to learn more from your measurements? When paired with tools like pixel tracking, advertisers gain a much more complete view of the customer journey—regardless of whether the ad ran in a stream or a download.
Ad Buying: Flat Rate, CPM, and AAELH Explained
Podcast Ads: Premium Attention (Flat Rate or CPM-Based)
Most podcast ads aren’t sold on a CPM basis—unless you're buying full-catalog inventory via dynamic ad insertion (DAI). Episodic or host-read placements are more commonly sold at a flat rate, which reflects the value of the integration, the host’s involvement, and the strength of the audience connection. That said, CPM (cost per thousand) is still used as a reference point to help benchmark and compare pricing across campaigns.
Streaming Podcast Ads: Fast, Efficient Reach (CPM + AAELH)
Streaming ads are more performance-driven and sold via CPM. Platforms track performance with metrics like AAELH (Average Ad-Enabled Listening Hours) to estimate ad impressions across their content pool.
What’s Right for Your Campaign?
Podcast advertising isn’t about choosing between downloads and streams—or even using both. It’s about understanding how your ads are delivered and choosing the approach that aligns best with your goals, audience, budget, and measurement needs.
“Streaming is the video that is killing the download radio star. It's a better form of ad insertion tech that should, and will likely be deployed across most podcast inventory in the years to come. It's clearer for brands, it's faster for impact, and allows for much more diversity on ad creative and strategy.” Adam McNeil, SVP, Client Service, ADOPTER Media
So... Which Podcast Ad Format Is the Best Fit for You?
Want trusted voices and deep audience connection? Go host-read. Need real-time reach? Go streaming.
Or do both—just make sure the approach matches your goals, budget, and campaign objectives. It’s not about format—it’s about fit.
Ready to make your podcast campaign work harder? We build campaigns that align smart ad delivery with compelling creative and real listener impact. If you're ready to drive results, let’s talk.
ADOPTER Media
We believe in data-driven results and are dedicated to helping everyone make better decisions and advance their work using a platform trusted by Fortune 500 companies and beloved regional brands alike. Have a question about podcast advertising or YouTube sponosrship? Connect with us and we will be happy to help!
