Reaching the Right VR Audience: The Untapped Power of Podcast Ads

Let’s face it: marketing in the VR space can be tricky. It’s niche, it’s still growing, and the audience - while passionate - is often spread across different platforms and corners of the internet. But there’s one channel that consistently delivers when it comes to reaching real, invested VR users: podcasts.

Podcasting is more than just background noise. In 2025, it's become one of the most effective ways to connect with a focused, high-intent audience - including in the virtual reality space.

We’ve seen it firsthand.

You're Not Just Reaching Casual Fans - You're Reaching Power Users

The typical VR podcast listener isn’t a newbie in the industry. They’re often power users - the people buying headsets at launch, preordering games, posting feedback in Discord, and engaging with devs on Reddit. They’re the same people checking patch notes, hunting for new accessories, and championing the ecosystem.

And they listen - really listen - to podcasts.

According to Edison Research, 80% of podcast listeners listen to all or most of each episode (Edison Research, 2024). That kind of attention span is rare in digital media.

And when it comes to trust? Podcasts lead the way. 81% of listeners trust podcast hosts’ recommendations, according to Spotify - significantly more than traditional advertising or influencer content.

That’s a huge opportunity for VR brands trying to break through.

Podcast Ads Work Throughout a Game’s Lifecycle

One of the biggest advantages of podcast advertising is flexibility. Whether your VR game is months away from release or already live, there’s a way to use podcasts strategically.

• Pre-launch? Use ads to drive wishlists or preorders - metrics that can heavily influence visibility on store platforms like the Meta Quest Store or Steam.
  
  
• Launching? Time your ad-read to coincide with your marketing blitz to build buzz and drive momentum.
  
  
• Post-launch? Promote new updates, content drops, or seasonal sales to re-engage your audience.
  
  

And it’s not just about players. Podcasts have a behind-the-scenes reach too. Many developers, publishers, and decision-makers in the VR space listen regularly. You might be surprised who’s on the other end of those AirPods.

Brand Awareness Matters - and Podcasts Deliver

While a lot of advertising is geared toward driving immediate conversions, podcast ads play a longer game. They build brand recognition. They keep your name in the mix, episode after episode, in the minds of people who genuinely care about this space.

In fact, 67% of podcast listeners say ads increase their awareness of new products and services (Foundr, 2023).

Even more impressive? A global study from Acast found that podcast advertising delivers an average 4.9x return on ad spend (ROAS) - significantly outperforming TV, radio, and print (Acast, 2023).

It’s not always about the instant click - sometimes, it’s about being top-of-mind when someone finally gets around to upgrading their headset or looking for their next game.

And Here's What Really Sets Podcast Advertising Apart...

Most ad buys in the VR niche - especially on YouTube - tend to be one-offs. A single sponsored segment, a flash of exposure, and then it’s gone.

But podcasts often sell ad spots by the month. That means repeated exposure, across multiple episodes, with cumulative value. It gives your campaign room to breathe. To build trust. To stick.

Even better? Most ads are host-read, not pre-produced. In the U.S., 66.9% of podcast ads are read by the host, adding authenticity and increasing performance (Podsqueeze, 2024).

And if the host genuinely likes your product? It shows - and it sells.

TL;DR? Podcast Ads Are One of VR's Most Underused Marketing Tools

If you're a VR developer, publisher, or product maker looking to connect with real users - not just impressions - podcast advertising should absolutely be on your radar.

It’s not just effective. It’s personal. It’s strategic. And in a crowded market, it might just be your edge.

Want help reaching the right VR audience through podcast advertising? At Ruff Talk VR, we work with studios, publishers, and product brands to craft authentic, impactful campaigns that resonate with the most dedicated users in VR. Let's talk. Email us at damien@rufftalkvr.com