Podcast advertising has picked up a remarkable pace this year. Spending jumped 26 percent in Q3 2025, and the sharpest rise came from the Gaming industry, which grew an impressive 59 percent compared to last year. The world of audio is getting louder, busier, and far more creative, and it is opening fresh opportunities for brands across the region and worldwide.
For anyone exploring how to scale through audio, this shift is a strong signal. Whether you want to reach gamers, commuters, parents, or young professionals, podcasting now has the depth, the diversity, and the listener trust that strong campaigns thrive on. At Airtime Arabia, we support advertisers across UAE radio channels and global podcast networks, and the growth we’re seeing aligns perfectly with what brands are asking for: reach, relevance, and cost-efficient storytelling.
You can explore some of the foundations of audio strategy here:
Why Gaming Drove The Biggest Jump In Spending
The Gaming industry has become one of podcasting’s most active spenders. Well-known names like Tony Hawk’s Pro Skater, Alienware, and NBA 2K have leaned into long-form audio because gamers enjoy content that feels authentic, conversational, and deeply community-driven.
Gaming campaigns often focus on:
- Launch announcements
- Hardware promos
- Esports tie-ins
- Community-focused storytelling
This makes podcasts the perfect space. Listeners treat gaming shows like social circles, which boosts trust and builds high engagement. A 59 percent increase from the category shows just how effective these campaigns have become.
Sports shows also continue to pull in new advertisers. One in five brands entering podcasting for the first time ran at least part of their campaign across sports podcasts. Categories like Comedy and News also attracted a healthy share.
If your brand wants to target specific communities, our guide can help you pick the right show:
More Brands Are Entering The Podcast Space
Nearly 1,700 brands advertised on podcasts for the first time this quarter. That is a strong indicator of confidence. These new players came with average test budgets around USD 34,000 and approached the space with two priorities:
- Brand awareness
- Targeted storytelling
Brand campaigns now represent more than half of total podcast spending. Host-read ads continue to perform well, although produced ads gained the fastest momentum this year.
This trend mirrors what we see in the UAE radio scene, where advertisers increasingly value creative scripts and consistent voice identity. If you’re exploring audio branding, you may enjoy:
Ad Loads Continue To Rise As The Market Matures
With more demand, podcast ad loads have climbed too. Shows now average around 8 to 9 percent ad load across episodes, with certain categories reaching higher figures. The biggest jump came from Society and Culture podcasts, which now host more ads than any other category.
Even with these increases, podcasting remains one of the most listener-friendly advertising channels. The long form nature gives hosts room to weave messages naturally, and shorter shows under 15 minutes tend to carry heavier loads to maximise performance.
Airtime Arabia works closely with networks to ensure ad placements remain effective and balanced. You can explore more about selecting the right inventory here:
Top Spending Categories Making Waves
While Gaming stole the spotlight, other categories also posted impressive growth:
- Financial Services stayed at the top with nearly USD 90 million in spend.
- Software and Consumer Services rose sharply with a combined USD 75 million.
- Business Services and Software climbed over 36 percent.
- Women’s Clothing grew by more than 100 percent, showing fashion brands are embracing audio storytelling.
The trend is clear: brands are looking for authentic, conversational media that builds trust. Podcasting gives them the space to do exactly that.
For radio advertisers in the UAE, we also have insights by channel:
What This Means For Brands Planning 2025 Campaigns
Podcasting has become one of the most adaptable tools for performance and brand-building. With more shows, more spending, and more targeted data, advertisers can shape campaigns that feel personal.
You can reach:
- Niche communities
- Multi-country audiences
- Specific languages
- Engaged listeners during workouts, commutes, gaming sessions, or daily routines
And when you combine this with UAE radio, you create a full audio presence. Strong radio frequencies like Radio 4 FM, City 1016, and Radio 1 UAE help reinforce your message while podcast ads deepen the storytelling.
If you want inspiration, explore more from our newsroom:
FAQs
1. Why are podcasts becoming so popular for advertisers?
Listeners treat podcasts like trusted friends. This creates an environment where brand messages feel natural and persuasive. It works well for both awareness and performance campaigns.
2. Does podcast advertising work for UAE brands too?
Yes. You can run global podcast ads while supporting your reach with UAE radio spots. Many brands mix both for a stronger presence.
3. What kind of budget do I need for a podcast campaign?
Test budgets usually start around USD 10,000 to USD 30,000, depending on region and genre. Larger brands scale far beyond that.
4. Which podcast genres attract the most new advertisers?
Sports, Comedy, and News continue to pull the highest number of first-time advertisers.
5. Can I track results from podcast advertising?
Yes. With creative tracking tools, promo codes, and attribution links, you can measure lift in traffic, awareness, and conversion.
Ready To Start Your Audio Journey?
If you want to advertise across UAE radio or global podcasts, we’ll guide you through strategy, planning, rates, formats, and show selection.
Let’s build something powerful for your brand.
