Observed Signal · May 11, 2026 · Study Release · Source: Horizont · Impact: 3/5 · Sentiment: Positive
RMS Study: Podcasts Are Scalable, Planable Ad Channel
The RMS Podcast Study 2026 finds podcasts are mainstream in Germany and increasingly relevant for advertisers. It reports 34% of Germans regularly listen to podcasts and 71% accept advertising as payment for free content. While host‑reads remain effective due to trust and context, RMS highlights adserver‑based delivery as the way to make podcast advertising planable, brand‑safe and scalable across a broader set of inventory. RMS positions its offering — including more than 1,300 addressable podcasts plus radio and digital audio streams — as a complement to host‑reads that enables campaignable reach, delivery flexibility, and reporting for audio media planning.
The study provides updated audience and ad‑acceptance metrics for podcasts (34% regular reach, 71% ad acceptance) and outlines a practical path—adserver‑based delivery—to scale podcasts into campaignable inventory, which matters for audio media planning and programmatic audio strategies.
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Key Takeaways & Evidence Grounding
- RMS Podcast‑Studie 2026 reports 34% of Germans regularly listen to podcasts.
- 71% of podcast listeners accept advertising as compensation for free content, according to the study.
- RMS claims a supply portfolio of ad slots and formats across 256 radio stations (FM and DAB+), more than 2,800 digital audio streams and 1,300 podcasts.
- RMS promotes adserver‑based delivery to scale podcast advertising beyond single host‑read placements.
- RMS employs around 150 people (stated company size in the article).
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Podcast Ads Provide Efficient Alternative to Rising Social and Search Costs
As digital advertising costs on major platforms rise and tracking becomes less reliable, podcast advertising emerges as a scalable and measurable alternative. RMS, a German audio sales house, highlights four key truths: podcast ads capture voluntary attention in relevant contexts; dynamic ads offer scalability beyond host reads; targeting and booking can be automated like social media; and audio is now measurable via impressions, traffic, conversions, and brand lift studies. With a portfolio of about 2,100 podcasts and 200 million monthly ad impressions, RMS enables brands to diversify their media mix and reduce dependency on walled gardens. The article emphasizes integrating podcasts into the overall media strategy, not replacing social or search.
Over-50s Drive Podcast Listening in Germany
The RMS Podcast Study 2026, conducted by Bonsai Research in February 2026 with 15,935 respondents, finds that podcasts in Germany are driven by older, more affluent listeners rather than Gen Z. About 2.12 million people listen or watch podcasts daily and 34% use them regularly. Heavy users are disproportionately aged 50+, with roughly 1.23 million daily listeners in that cohort. The study also reports strong ad receptivity—71% view podcast ads as a fair exchange for free content, 33% say ads work when relevant, and 15% develop concrete interest in products. Listening contexts include home (94%) and increasingly the car (46%, up from 29% in 2022). The findings challenge assumptions that podcasts are primarily a young, urban medium and underline podcasting’s relevance for marketers targeting purchase power.
Carsten Dorn to Lead RMS from 2027
German audio ad seller RMS has announced a planned leadership succession: Carsten Dorn will join the company and, from 2027, will lead RMS jointly with current co‑manager Sven Thölen. Dorn succeeds Stefan Mölling, who informed shareholders he will not renew his contract expiring in spring 2027 and will remain in office until his departure. Dorn previously led Score Media Group for eight years and held senior roles at Media Impact and Axel Springer. RMS says it sells advertising for 256 stations, over 2,800 digital audio streams and 1,300 podcasts; the company intends to sharpen its focus on digital audio monetization, data‑driven planning and automated booking.
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