It doesn’t surprise me that audio podcast ads tend to generate more engagement than YouTube podcast ads. When someone listens to the audio version of a podcast, it’s usually because they intentionally sought it out and subscribed. YouTube viewing, by contrast, is far more algorithmically driven, which makes listeners less likely to have a strong parasocial connection with the creator delivering the sponsorship message.

So what does this mean for brand marketers? You should ask any potential pod

https://www.wsj.com/articles/podcasters-love-youtube-thats-making-podcast-advertising-less-predictable-cb8ffd5c