Future of Podcast Advertising in 2025: Industry leaders’ predictions
Podcasts are taking center-stage of consumers’ media habits, with 9 million new US listeners each year on average. Meaning brands continue to have immense potential to connect with audiences in this high-attention medium.
But with growth comes complexity, so we've gathered insights from the top minds in the industry to help you stay ahead of what 2025 might hold.
Top industry voices include Acast’s Gregory Glenday, Shantae Howell, and Valerie Reimer, alongside guest contributors from Sounds Profitable and Horizon Media. Each comes with their own perspectives on where podcast advertising is heading. From expanding markets and omnichannel campaigns to cutting-edge AdTech solutions.
So, whether you're just starting out with podcast advertising or you're a seasoned pro, these predictions will equip you with actionable insights to future-proof your strategy and reach the audiences that matter most.
Greg Glenday, Chief Business Officer at Acast
Podcasting’s meteoric rise is showing no signs of losing momentum. Audiences are growing fast, and brands across industries are catching on to the unique opportunities this creates. With podcasts reaching more people around the world every day, advertisers can now tap into both emerging and established markets like never before. A recent Acast survey even found that more than 50% of listeners in emerging markets and nearly 40% in established ones plan to spend more time with podcasts over the next six months – a clear sign that the demand for audio content is only going up.
The data shows that 1 in 3 Americans still yet to listen to podcasts, proving there’s still significant headroom for growth in even the most mature market — the early birds haven’t had all the worms just yet.
As major brands look to make meaningful connections, they’re seeing the value in podcast ads. eMarketer predicts that by 2026, podcast ads will pass the $3 billion milestone, accounting for 35.0% of spend on total digital audio services.
It’s easy to understand why. This medium offers a unique blend of intimacy and reach, letting brands build strong ties with listeners on their own terms. For businesses ready to expand their reach, the podcasting world in 2025 presents the ideal platform for growth, engagement, and deeper audience impact — across all the platforms where podcast creators meet their audiences.
Bryan Barletta, Founder of Sounds
Profitable
Here's why podcast advertising is poised for success in 2025: the entire industry is aligned that there is no one way to buy podcast ads, and that's a good thing. Our tech is stronger than ever. Our metrics are tighter than ever. And in the midst of massive expansion of "what exactly is a podcast" we are seeing unprecedented support of prioritizing success both for the advertisers and the podcasters. It's no longer about Integrated Ads vs Dynamically Inserted Ads. Host read and endorsed vs announcer read. Buyers are being encouraged to explore all the industry has to offer, from advertising, to branded content, and even extension passed our RSS-first ecosystem. The shift to a "yes and" mindset this year has not only opened new doors, but reopened ones that were thought closed over the last few years of perhaps overly rigid solutions.
Shantae Howell, Executive Producer and Creative Director at Acast
Since launching Acast Creative across the Americas in 2021, the potential to leverage the impact of our podcasters as influencers beyond their audio feeds was clear, inspiring our “podcast-first, not only” mindset. Recognizing the power of the TikTok and Instagram channels from which our talent amplifies their content, we’ve long since prioritized bringing branded campaigns to social with everything from “fit pics” with our retail partners, to IG Reels recorded from the comfort of a Mattress Firm bed. But audiences are craving more interaction with their favorite creators — exclusive and intimate opportunities to connect. And brands are uniquely positioned to help make that possible.
For example, this year Acast joined forces with Sunglass Hut to host Naked Beauty’s first ever live show in Los Angeles. Going above and beyond a standard experiential sponsorship, we brought host Brooke DeVard, her limited series co-host celebrity makeup artist Sir John, and dozens of Naked Beauty fans for a one-of a kind live recording in-store complete with a digital Photo Booth, co-branded swag and mini makeovers complete with the perfect shades. For Naked Beauty listeners across the country, host reads and branded segments over the course of the series inspired listeners to pick sunglasses that compliment their face shape, opt for a pop of color and so much more with Sunglass Hut. For attendees of the event, Sunglass Hut made it possible for their favorite podcaster to host her first live show in LA as she prepares to take a brief hiatus for her maternity leave with exclusive swag that only they had access to. And for Sunglass Hut, they were able to reach listeners sequentially through a series of branded content, at scale through our broader targeting capabilities while condensing the funnel from awareness to purchase among many of the live show attendees.
In 2025, I’m excited to see podcast advertising continue to grow beyond the feed to create larger creator-led, omnichannel campaigns that reach audiences across platforms. Advertisers have the opportunity to lean into relationships of podcast hosts, who can lend their influence in a more holistic way. In this approach, one-off endorsements from the podcast hosts give way to brand experiences and interactions wherever creators engage with their fans—whether on social media, YouTube, or even live events.
Coming from a publisher background in which multi-channel was second-nature was at the foundation of every editorial program — though often with limited opportunities for direct brand integration — I’m excited for our Acast Creative to continue world building with our creators and brand partners, designing campaigns that are not only immersive but resonant well beyond any one platform or flight. In 2025, podcast ads won’t just be heard; they’ll be seen, experienced, and remembered.
Shasta Cafarelli, SVP Media Investment at
Tinuiti
2025 will be a landmark year for podcasting and its role within the media buying ecosystem. While many brands have already found ongoing success here, several others still look at podcasts as highly experimental—and that's changing right before our eyes.
Few events reveal as much about media behavior and ad spend as a presidential election, and this year's political cycle catapulted podcasting into the media zeitgeist as one of the most potent ways to reach audiences en masse, a job historically designated for live television. Audiences and advertisers are taking note and podcast buying is in the spotlight like never before, which will draw in new brands, prompt additional tech advancement, and open the aperture of what can be achieved by allocating budgets here.
As media buyers we must be thoughtful stewards of what makes this space unique while also embracing the opportunity we now have to leverage podcasting as a full-funnel powerhouse that has a highly symbiotic relationship with other impactful formats like TV. Between the remarkable influence of hosts and creators, enhanced audience targeting, convergence with video, and the authentic experiences and real-life interactions achieved through live events, we've reached a point where there is no marketing objective podcasting can't help accomplish.
Valerie Reimer, VP Ad Tech & Product Partnerships at Acast
I believe that Ad tech advancements in 2025 will drive major growth in podcast advertising, with programmatic and first-party data being core multipliers. Programmatic buying in podcasting is projected to grow substantially, with eMarketer estimating it will reach 9.3% of U.S. podcast ad spend jn 2024, totaling $211.9 million. Marketplaces like Acast, with programmatic buying routes, make it easier for advertisers to leverage audience-first targeting, efficient CPMs, and real-time creative testing, delivering the right message to the right listeners at the right moment.
Additionally, advancements in brand safety tools are creating more confidence for blue-chip advertisers, allowing them to test and shift their media spend into podcasting. With enhanced brand safety solutions, advertisers can ensure their messaging appears in appropriate environments, further opening the door for high-profile brands to invest in this growing channel.
First-party data will also be crucial as privacy regulations continue to evolve. Using data directly from users provides a compliant way to create highly personalized campaigns, maximizing engagement and making ad spending more efficient. Together, programmatic and first-party data tools will enable advertisers to increase engagement, streamline costs, and make podcast advertising more scalable and measurable than ever before.
Adtech will be instrumental to the scalable growth of the podcast industry overall. I believe AI will play a major role in expanding ad tech tools—what we’re seeing now is just the tip of the iceberg. AI-driven solutions can further enhance targeting, automate creative optimization, and bring even more advanced real-time decision-making, all of which will fuel continued innovation and growth in the space.
Podcasts are taking center-stage of consumers’ media habits, with 9 million new US listeners each year on average. Meaning brands continue to have immense potential to connect with audiences in this high-attention medium.
But with growth comes complexity, so we've gathered insights from the top minds in the industry to help you stay ahead of what 2025 might hold.
Top industry voices include Acast’s Gregory Glenday, Shantae Howell, and Valerie Reimer, alongside guest contributors from Sounds Profitable and Horizon Media. Each comes with their own perspectives on where podcast advertising is heading. From expanding markets and omnichannel campaigns to cutting-edge AdTech solutions.
So, whether you're just starting out with podcast advertising or you're a seasoned pro, these predictions will equip you with actionable insights to future-proof your strategy and reach the audiences that matter most.
Greg Glenday, Chief Business Officer at Acast
Podcasting’s meteoric rise is showing no signs of losing momentum. Audiences are growing fast, and brands across industries are catching on to the unique opportunities this creates. With podcasts reaching more people around the world every day, advertisers can now tap into both emerging and established markets like never before. A recent Acast survey even found that more than 50% of listeners in emerging markets and nearly 40% in established ones plan to spend more time with podcasts over the next six months – a clear sign that the demand for audio content is only going up.
The data shows that 1 in 3 Americans still yet to listen to podcasts, proving there’s still significant headroom for growth in even the most mature market — the early birds haven’t had all the worms just yet.
As major brands look to make meaningful connections, they’re seeing the value in podcast ads. eMarketer predicts that by 2026, podcast ads will pass the $3 billion milestone, accounting for 35.0% of spend on total digital audio services.
It’s easy to understand why. This medium offers a unique blend of intimacy and reach, letting brands build strong ties with listeners on their own terms. For businesses ready to expand their reach, the podcasting world in 2025 presents the ideal platform for growth, engagement, and deeper audience impact — across all the platforms where podcast creators meet their audiences.
Bryan Barletta, Founder of Sounds
Profitable
Here's why podcast advertising is poised for success in 2025: the entire industry is aligned that there is no one way to buy podcast ads, and that's a good thing. Our tech is stronger than ever. Our metrics are tighter than ever. And in the midst of massive expansion of "what exactly is a podcast" we are seeing unprecedented support of prioritizing success both for the advertisers and the podcasters. It's no longer about Integrated Ads vs Dynamically Inserted Ads. Host read and endorsed vs announcer read. Buyers are being encouraged to explore all the industry has to offer, from advertising, to branded content, and even extension passed our RSS-first ecosystem. The shift to a "yes and" mindset this year has not only opened new doors, but reopened ones that were thought closed over the last few years of perhaps overly rigid solutions.
Shantae Howell, Executive Producer and Creative Director at Acast
Since launching Acast Creative across the Americas in 2021, the potential to leverage the impact of our podcasters as influencers beyond their audio feeds was clear, inspiring our “podcast-first, not only” mindset. Recognizing the power of the TikTok and Instagram channels from which our talent amplifies their content, we’ve long since prioritized bringing branded campaigns to social with everything from “fit pics” with our retail partners, to IG Reels recorded from the comfort of a Mattress Firm bed. But audiences are craving more interaction with their favorite creators — exclusive and intimate opportunities to connect. And brands are uniquely positioned to help make that possible.
For example, this year Acast joined forces with Sunglass Hut to host Naked Beauty’s first ever live show in Los Angeles. Going above and beyond a standard experiential sponsorship, we brought host Brooke DeVard, her limited series co-host celebrity makeup artist Sir John, and dozens of Naked Beauty fans for a one-of a kind live recording in-store complete with a digital Photo Booth, co-branded swag and mini makeovers complete with the perfect shades. For Naked Beauty listeners across the country, host reads and branded segments over the course of the series inspired listeners to pick sunglasses that compliment their face shape, opt for a pop of color and so much more with Sunglass Hut. For attendees of the event, Sunglass Hut made it possible for their favorite podcaster to host her first live show in LA as she prepares to take a brief hiatus for her maternity leave with exclusive swag that only they had access to. And for Sunglass Hut, they were able to reach listeners sequentially through a series of branded content, at scale through our broader targeting capabilities while condensing the funnel from awareness to purchase among many of the live show attendees.
In 2025, I’m excited to see podcast advertising continue to grow beyond the feed to create larger creator-led, omnichannel campaigns that reach audiences across platforms. Advertisers have the opportunity to lean into relationships of podcast hosts, who can lend their influence in a more holistic way. In this approach, one-off endorsements from the podcast hosts give way to brand experiences and interactions wherever creators engage with their fans—whether on social media, YouTube, or even live events.
Coming from a publisher background in which multi-channel was second-nature was at the foundation of every editorial program — though often with limited opportunities for direct brand integration — I’m excited for our Acast Creative to continue world building with our creators and brand partners, designing campaigns that are not only immersive but resonant well beyond any one platform or flight. In 2025, podcast ads won’t just be heard; they’ll be seen, experienced, and remembered.
Shasta Cafarelli, SVP Media Investment at
Tinuiti
2025 will be a landmark year for podcasting and its role within the media buying ecosystem. While many brands have already found ongoing success here, several others still look at podcasts as highly experimental—and that's changing right before our eyes.
Few events reveal as much about media behavior and ad spend as a presidential election, and this year's political cycle catapulted podcasting into the media zeitgeist as one of the most potent ways to reach audiences en masse, a job historically designated for live television. Audiences and advertisers are taking note and podcast buying is in the spotlight like never before, which will draw in new brands, prompt additional tech advancement, and open the aperture of what can be achieved by allocating budgets here.
As media buyers we must be thoughtful stewards of what makes this space unique while also embracing the opportunity we now have to leverage podcasting as a full-funnel powerhouse that has a highly symbiotic relationship with other impactful formats like TV. Between the remarkable influence of hosts and creators, enhanced audience targeting, convergence with video, and the authentic experiences and real-life interactions achieved through live events, we've reached a point where there is no marketing objective podcasting can't help accomplish.
Valerie Reimer, VP Ad Tech & Product Partnerships at Acast
I believe that Ad tech advancements in 2025 will drive major growth in podcast advertising, with programmatic and first-party data being core multipliers. Programmatic buying in podcasting is projected to grow substantially, with eMarketer estimating it will reach 9.3% of U.S. podcast ad spend jn 2024, totaling $211.9 million. Marketplaces like Acast, with programmatic buying routes, make it easier for advertisers to leverage audience-first targeting, efficient CPMs, and real-time creative testing, delivering the right message to the right listeners at the right moment.
Additionally, advancements in brand safety tools are creating more confidence for blue-chip advertisers, allowing them to test and shift their media spend into podcasting. With enhanced brand safety solutions, advertisers can ensure their messaging appears in appropriate environments, further opening the door for high-profile brands to invest in this growing channel.
First-party data will also be crucial as privacy regulations continue to evolve. Using data directly from users provides a compliant way to create highly personalized campaigns, maximizing engagement and making ad spending more efficient. Together, programmatic and first-party data tools will enable advertisers to increase engagement, streamline costs, and make podcast advertising more scalable and measurable than ever before.
Adtech will be instrumental to the scalable growth of the podcast industry overall. I believe AI will play a major role in expanding ad tech tools—what we’re seeing now is just the tip of the iceberg. AI-driven solutions can further enhance targeting, automate creative optimization, and bring even more advanced real-time decision-making, all of which will fuel continued innovation and growth in the space.
