Eight Of 10 Top Advertisers Boost Podcast Budgets In December Says Podscribe.

The holiday shopping put Amazon on top as the biggest brand in podcasting last month, according to Podscribe. It estimates Amazon spent $6.2 million in the final 30 days of 2025, a 5% increase from November, according to the year-end ranker.

Year-end spend trends skewed decisively upward. Eight of the top 10 advertisers increased their podcast ad budgets in December. Only BetterHelp and Squarespace posted declines month-over-month, making them the lone exceptions in an otherwise green-arrow month.

The real surprise came just behind it. Aura Frames vaulted to No. 2 with $5.4 million in estimated spend, rising 8% month-over-month, marking one of the highest new-entrant debuts Podscribe has recorded. Mint Mobile followed at No. 3, spending $5.3 million, up 1% from November, while Quince (No. 4, $4.9 million) and BetterHelp (No. 5, $4.8 million) rounded out the top half of the leaderboard, despite double-digit declines from November.

December’s late-year expansion also shows traditional brand and CPG advertisers now investing at direct-response scale, validating the medium’s ability to influence full-funnel planning cycles. The Coca-Cola Company and Liberty Mutual both entered the top 10 for the first time.

The Podscribe Ranker uses cross-platform audience data, not just RSS to include audio downloads, YouTube views, Spotify Video, and other channels that it says reflect how audiences consume podcasts today.