In October, at Advertising Week New York, the Next Broadcast Media panel discussion titled Going Global: Unlocking the International Podcast Market brought together leading voices in the industry. The topic: the vast and overlooked opportunity of the global podcast market.
Our panel explored why advertisers, tech companies, and investors must start looking beyond the U.S. to unlock new possibilities in podcast advertising.
Moderator Bryan Barletta (Sounds Profitable) was joined by panellists Lemya Soltani (Next Broadcast Media), John Sardelis (Barometer), and Steven Abraham (Oxford Road).
Here are the five key takeaways from the panel. It offers valuable insights on the key differences found in the global podcast market. Plus! Actionable tips that can inspire advertisers, creators, investors, and tech businesses to successfully explore the global podcast market.
1. Global Listeners Are More Engaged Than U.S. Audiences
While the U.S. leads in advertising and tech investments, global regions are outpacing the U.S. when it comes to listener consumption.
On the panel, Lemya from Next Broadcast Media presented global stats showing that 69% of South Africans listen to podcasts for at least one hour per week. Compare that to only 38% of Americans. She also noted that Saudi Arabia is home to the most-watched podcast episode globally. Surpassing even the biggest U.S. show episode – Joe Rogan and Elon Musk.
“Countries like Saudi Arabia, South Africa, and the UAE are seeing higher listener engagement and longer listening times compared to the U.S.,” Lemya explained. “Yet despite these numbers, the U.S. still attracts the bulk of investments, leaving these high-engagement regions underfunded.”
This reveals a significant opportunity to tap into these thriving international podcast ecosystems, where listeners are more engaged but are yet to see the same level of advertiser investment.
2. Programmatic First: The Global Approach to Podcast Advertising
While the U.S. market tends to favour host-read ads, many global regions take a different approach by prioritising programmatic audio. Steven from Oxford Road highlighted this key difference, saying, “When we work with international companies, the conversation starts with programmatic audio. It’s a digital-first channel, familiar to global markets, unlike the U.S., where host-read ads have been dominant.”
Programmatic buying allows brands to scale campaigns efficiently by targeting audiences based on region, demographics, and content preferences. This data-driven approach is particularly powerful in markets where traditional audio advertising is still evolving. By leading with programmatic audio, brands can access these regions more easily, tailoring ads for precision and maximising their impact.
For U.S.-based advertisers looking to expand internationally, adopting programmatic strategies could unlock new opportunities in regions where audiences are already accustomed to this method of advertising.
3. Emerging Markets Offer High-Engagement, Low-Ad-Load Opportunities
While the U.S. remains a key player in podcast advertising, emerging markets like LATAM, Asia, and the MENA region are becoming increasingly attractive due to lower ad loads and higher audience engagement. These markets often provide a unique opportunity for brands to reach engaged listeners with less competition for attention, creating an equation for successful advertising ROI.
Steven from Oxford Road explained that many of the businesses they work with are seeing quick success by tapping into these international markets. “These markets present an attractive opportunity because CPMs are higher, but the ad load is lower. Brands can get in early and benefit from the growing listener base before competition increases,” he noted.
For brands looking to expand globally, these emerging regions offer the chance to establish a presence and capitalise on growing podcast audiences before the market becomes saturated.
Finding Success in Global Podcast Advertising
For advertisers seeking to reach the global audience, the panel discussed strategies to improve success.
1. Local Expertise and Context Are Key to Success
Successfully navigating global podcast advertising requires more than just a solid strategy—it demands local expertise. John from Barometer emphasised the importance of aligning brand messages with the cultural context of each region. “Finding the right moment through contextual targeting is crucial for maximum impact” John said. This highlights how brands can leverage local events, holidays, or cultural moments to make their campaigns relevant.
Anne Frisbie also pointed out the advancements in contextual targeting across different regions. Noting that these tools now allow advertisers to run highly effective global campaigns with precision, without relying on device IDs or opt-ins. “The ability to execute age and gender targeting based on contextual data is a game-changer in many global markets”.
Lemya reinforced the importance of partnering with local experts. “We have partners in more than 50 markets that help us with localization and full production, ensuring the message resonates with the local audience.” By relying on local knowledge, brands can avoid cultural missteps and create campaigns that truly connect with listeners.
2. Trans-Creation, Not Just Translation
To succeed in global podcast advertising, brands must go beyond simple translation. The key to effective global campaigns is “trans-creation”—a term coined by Steven from Oxford Road. Trans-creation refers to adapting content to fit the cultural and contextual nuances of each region.
For example, while German audiences tend to prefer straightforward and informative messaging, Southern European audiences connect more with emotional, narrative-driven content.
Lemya adds “keep the core message global, but get it delivered by a trusted local voice. This way it resonates with the local audience.” This ensures campaigns align with cultural sensitivities and storytelling styles specific to each market.
In conclusion, the strong turnout for this discussion indicates that the interest in global podcast advertising is already there. The key for brands is knowing how to approach it effectively. By embracing programmatic audio, adapting content through trans-creation, and leveraging local expertise, advertisers can unlock the full potential of these high-engagement, emerging markets.
