Podcast Ad Spending Rebounds In May As Shopify Holds Top Spot.

Podcast advertising regained some momentum in May after April’s pullback, with the top 10 advertisers increasing their combined spend 7.6% month-to-month to $31.2 million according to Podscribe. Notably, every advertiser in the top 10 increased spending during the month, a sharp reversal from April when many major buyers were trimming budgets.

New data from Podscribe shows Shopify retaining the No. 1 spot for a second consecutive month, increasing its estimated podcast ad spend 9% to $5.2 million. The B2B commerce platform was one of several advertisers that expanded their investment as spending rebounded across the leaderboard.

BetterHelp climbed back to the No. 2 position after boosting spending 28% to $4.7 million. The move came a month after BetterHelp lost its grip on the top spot for the first time in 2026. BetterHelp remained one of podcasting’s most host-read-focused major advertisers, with 64% of its placements delivered by hosts and a primary emphasis on comedy podcasts.

Quince finished third with $4 million in spending, up 4%, while Mint Mobile ranked fourth at $3.8 million, a 5% increase from April.

The month’s biggest mover was Red Bull, which surged 503% to $2.9 million, vaulting into fifth place. The energy drink marketer appeared on more than 1,500 shows, although only 2% of its ads were host-read, suggesting a strategy built around scale rather than personality-driven endorsements.

Several familiar advertisers also returned to the upper ranks. Amazon increased spending 23% to $2.4 million, while Progressive Insurance nearly doubled its investment, jumping 98% to $2.2 million. Toyota posted a 71% increase to $2.1 million, continuing its growing commitment to podcast advertising.

The lower end of the rankings also reflected the increasingly diverse mix of categories using podcasting. PrizePicks made its first appearance in Podscribe’s top 10 with $2 million in spending. Notably, 93% of its ads were host-read, the highest share among any advertiser in the rankings and a reminder that sports betting marketers continue to favor endorsement-heavy campaigns.

Rounding out the list was Wayfair, which spent $1.9 million, up 2% from April.

One notable characteristic of the May rankings is that each of the top 10 advertisers came from a different industry, ranging from e-commerce and mental health to automotive, energy drinks, telecommunications, home furnishings, insurance and sports betting. That diversity reflects a broader trend that has emerged throughout 2026 as podcasting attracts a wider range of advertisers beyond the direct-response brands that historically dominated the medium.

Sports podcasts continued to dominate as the preferred environment for large-scale campaigns. Seven of the top 10 advertisers listed sports as their primary genre, including Shopify, Red Bull, Amazon, Progressive, Toyota, PrizePicks and Wayfair. By contrast, BetterHelp remained focused on comedy, Quince concentrated on society and culture, and Mint Mobile leaned most heavily into news programming.

The ranking also highlights how different brands are leaning into different podcast strategies. Some advertisers, including Shopify, Amazon and Red Bull, are pursuing reach through campaigns spanning thousands of shows and fewer host-read ads. Others, such as Quince and PrizePicks, continue to lean heavily on host endorsements, betting that trust and authenticity will drive stronger results.