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Podcasting is also integral to B2B, and YouTube is a major podcasting platform. The other top three are Instagram, X (formerly Twitter), and TikTok. Instagram remains popular, especially for reaching younger B2B buyers. Elon Musk鈥檚 acquisition of Twitter has made it less popular with B2B marketers.

"Because we have a more robust view of our first-party data, we have more insight into our customer groups," Moitree Rahman, senior director first party data strategy of the Eli Lilly and Company, said on a recent episode of our "Behind the Numbers" podcast.

That's not a bad thing,鈥� our analyst Grace Broadbent said on the 鈥淏ehind the Numbers鈥� podcast. 鈥淚 think what gets concerning is the underlying trends that BNPL payments are harder to track. They make budgeting more difficult to keep track of all the payments, more spending inherently creates more risk.鈥�. This was originally featured in the Retail Daily newsletter.

鈥淲hat we need to do is not have what we call confirmation bias 鈥� the reader can press a button and get both sides of that exact same story,鈥� Soon-Shiong said on a podcast. The flaw in the machine: AI itself isn鈥檛 always neutral. Outputs are based on the data that systems are trained on and the prompts they receive, leaving room for AI models to inadvertently inherit biases.

It also added music videos and video podcasting. The shift started as an uphill battle, since Spotify listeners were geared to start a podcast or audiobook and then turn away from the app, but Ek said the changes are bringing engagement up and churn down. 63% of the audiobooks audience listens while commuting, per Voices, meaning visual features aren鈥檛 always accessible.

鈥淚t鈥檚 a huge play for Amazon,鈥� said our analyst Sara Lebow on a recent 鈥淏ehind the Numbers鈥� podcast. 鈥淚t's potentially going to undercut Shein and Temu with faster delivery.鈥�. 2. E.l.f. Beauty. e.l.f. Beauty showed strong momentum with 40% sales growth in its latest quarter and a partnership with Dollar General.

Why this matters: Political and news influencers have fallen under increased scrutiny in the aftermath of the 2024 presidential election, during which candidates Donald Trump and Kamala Harris went before the audiences of well-known personalities and podcasts like 鈥淐all Her Daddy鈥� and 鈥淭he Joe Rogan Experience鈥� in a bid to gain favor.

Listenership has shifted from mainly terrestrial radio to digital audio streaming and podcasts. In addition, social media has changed consumer behavior. Digital鈥檚 share is now higher than we expected. We raised our digital forecast to reflect emerging channels like CTV and retail media. Digital ad spending will be C$16.19 billion ($11.99 billion) in 2024, 7.9% higher than we forecast last year.

After more than a decade of healthy, double-digit compound annual growth, ad spending on digital audio services slowed dramatically in 2023, downshifting the space into a new era

His podcast's dominance on Apple Podcasts (ranking first in 2024 with over 150 episodes) demonstrates the appetite for conservative voices. It also highlights a crucial trend: Audiences are willing to pay directly for content, circumventing traditional advertising models.