Brands Hesitate as True Crime Podcasts Surge

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What happens when millions tune in but brands stay cautious? That’s the paradox confronting marketers in the true-crime podcasting boom. The genre has exploded, growing from 6.7 million U.S. listeners in 2019 to over 19 million in 2024. But for many brands, proximity to violent content, no matter how popular — raises red flags.

“Advertising has always been challenging in the true-crime space,” says Jordan Newman, head of content partnerships at Spotify. “A lot of brands don’t want to be associated with graphic subjects.” The discomfort is more than cosmetic. With ethical debates swirling around victim portrayal and sensationalism, some marketers see reputational risk in even indirect association.

Yet for others, the numbers are too strong to ignore. True crime is now the third-most consumed podcast genre in the U.S., with listeners demonstrating unusually high engagement. Direct-response brands — those offering promotions or performance-based outcomes have been the first to embrace the space. Their rationale: the loyalty and attention of podcast audiences often translate directly to conversions.

Brand-awareness driven companies are more hesitant. “If you’re a pharmaceutical, auto, or retail brand, you go where your audience goes,” says Jennifer Kohl, chief media officer at VML. “But if you’re a family brand like Disney, true crime likely won’t be a fit.”

Some creators are finding ways to de-risk monetization altogether. CreepTime, a podcast hosted on Spotify, has grown revenue by over 30% through the platform’s new Partner Program, which pays based on Premium user engagement. Others, like Clues hosts Morgan Absher and Kaelyn Moore, believe strong host-listener relationships matter more to advertisers than the genre itself. “People buy from personalities,” Moore says.

Still, the question remains: can true crime be a safe bet for brand equity? For now, the genre continues to lure brands that can align with its audience—and keeps others watching from the sidelines.