Podcasting: The Overlooked Goldmine for Affiliate Marketers as Digital Ad Spending Surges

As digital advertising revenue reaches new heights, affiliate marketers may be missing a significant opportunity in the booming podcast sector

Digital advertising revenue in the United States reached a record $226.8 billion in 2023, with podcast advertising experiencing substantial growth, according to data released by the Interactive Advertising Bureau (IAB). Yet despite this boom, industry analysts note that affiliate marketers have been surprisingly slow to capitalize on podcasting as a revenue channel.

The latest IAB Internet Advertising Revenue Report, prepared by PricewaterhouseCoopers (PwC), shows that digital audio advertising, including podcast ads, grew by 13.6% year-over-year. This growth rate outpaces many traditional digital channels, signaling a significant shift in where advertising dollars are flowing.

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Podcasting’s Rapid Rise in the Digital Landscape

The continued growth of podcast advertising comes as no surprise to media analysts. With approximately 125 million Americans now listening to podcasts monthly, the medium has rapidly transformed from a niche interest to a mainstream channel. However, while major brands and direct-response advertisers have flocked to the space, affiliate marketers have largely remained focused on blogs, social media, and traditional content websites.

“The affiliate marketing community is leaving money on the table,” said Lee-Ann Johnston, when asked about the podcast opportunity. “While everyone’s fighting for visibility in oversaturated channels like blogs and Instagram, podcasting offers a less competitive space with highly engaged audiences and strong conversion potential.“

The IAB report highlights that the average podcast listener is highly educated, has above-average household income, and demonstrates stronger brand recall than users of other digital media—precisely the demographic profile that affiliate marketers aim to reach.

Affiliate Programs Falling Behind in Podcast Integration

While individual affiliate marketers have been slow to adopt podcasting as a channel, the affiliate programs themselves may bear some responsibility for this gap. Analysis of major affiliate networks reveals that many have yet to develop podcast-specific tools, tracking solutions, or promotional support that would facilitate easier entry for podcasters into their programs.

A scan of affiliate programs across various industries indicates a notable gap in podcast-specific resources compared to those provided for traditional content creators. Most programs continue to prioritize written and video content in their affiliate resource centers, with audio content creation guides and tools remaining scarce. This lack of infrastructure creates unnecessary friction for podcasters seeking to monetize through affiliate partnerships.

Industry experts point to several areas where affiliate programs could better support podcast integration:

• Creating podcast-friendly link structures and tracking systems
• Developing audio-specific creative assets and talking points
• Offering competitive, podcast-exclusive commission rates
• Providing specialized training for audio content creators
• Establishing dedicated podcast partner managers

“Affiliate programs that make these investments now will gain significant first-mover advantage,” noted Johnston. “The programs that actively court podcasters with specialized tools and support will capture disproportionate share in this growing segment.“

Why Podcasting Presents a Unique Opportunity for Affiliates

Industry experts point to several factors that make podcasting particularly well-suited for affiliate marketing:

1. Trust and Authority: Podcast hosts develop intimate relationships with listeners over time, creating high levels of trust that can translate to stronger conversion rates for recommended products.
2. Extended Engagement: Unlike the fleeting attention spans on social media, podcast episodes often hold listener attention for 30-60 minutes, allowing for more detailed product discussions and stronger pre-selling.
3. Less Competition: While written affiliate content faces increasing competition and rising content production costs, the podcast space remains less saturated with affiliate marketers.
4. Built-in Distribution: Successful podcasts come with a built-in distribution system, as episodes automatically push to subscribers, eliminating the constant battle for visibility that plagues other channels.

The IAB data shows that digital audio now accounts for 6.2% of all digital advertising spend, with podcast advertising continuing to be the fastest-growing segment within that category.

How Affiliate Marketers Can Leverage Podcasting

For affiliate marketers looking to tap into this growing channel, digital marketing analysts suggest several approaches:

Creating Dedicated Review Shows

Launching podcast content focused on product reviews, comparisons, and buying guides in specific niches allows affiliate marketers to showcase products naturally while building authority. Categories like technology, fitness equipment, and financial services products show particularly strong conversion rates in audio formats.

Sponsoring Established Podcasts

Rather than building a podcast from scratch, some affiliate marketers are finding success by sponsoring segments on established shows where they can naturally integrate product recommendations. This approach leverages existing audiences while providing valuable content.

Developing Custom Tracking Solutions

One historical challenge for podcast-based affiliate marketing has been attribution. However, new solutions incorporating custom landing pages, unique promo codes, and vanity URLs are making it easier to track conversions from audio content.

Combining Audio with Companion Content

The most successful podcast affiliates are creating ecosystems where audio content works alongside written show notes, resource pages, and email sequences—all featuring trackable affiliate links. This multi-channel approach maximizes conversion opportunities.

The Road Ahead

As overall digital advertising continues its upward trajectory—the IAB report shows an 8.0% increase in total digital advertising revenue compared to the previous year—the podcast sector is positioned for continued expansion.

For affiliate marketers accustomed to the declining organic reach on social platforms and the increasing competition in search results, podcasting represents a significant opportunity to connect with engaged audiences in a less crowded space.

The IAB data underscores that digital audio, and podcasting in particular, is no longer an experimental channel but a proven growth area in the digital advertising ecosystem. While major brands have recognized this shift, the affiliate marketing community appears to be just beginning to explore the potential of this medium.

As consumer listening habits continue to favor on-demand audio content, forward-thinking affiliate marketers who establish a foothold in podcasting now may find themselves with a significant competitive advantage in the years ahead.

Editor’s Note: This article references data from the IAB Internet Advertising Revenue Report conducted by PricewaterhouseCoopers (PwC). The full report is available on the IAB website.