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Under Google’s stewardship since its 2006 acquisition, it has expanded into all things video: YouTube’s portfolio now includes digital pay TV via YouTube TV, ad-free subscriptions, music streaming, short-form video, and an expansive creator economy that attracts more than half of US marketers.

The rest will go to streaming radio from local and national broadcast stations, satellite services, and other online platforms that may offer ad-supported on-demand music and audiobooks in addition to more curated radio-like listening experiences. Click here to view our full forecast for US programmatic podcast ad spending.

The news: What shouldn’t get lost in the shuffle during Spotify’s earnings report this week was that the streaming giant has paid out over $100 million to podcasters and publishers worldwide since January. The payouts are fueled by the newly launched Partner Program, which incentivizes creators to upload video podcasts and boost engagement.

Podcasts are easily accessible on free platforms like YouTube and Spotify, meaning they aren’t subject to consumer budget cuts in the way other mediums, like paid streaming services, are. Zooming out: The findings align with the broader trend of brands increasingly investing in podcasting. We forecast that overall podcast ad spending will reach $2.51 billion in 2025 and exceed $3 billion by 2028.

With streaming consumption on the rise globally and new performance marketing tools now available, Spotify is laying the groundwork to better monetize its massive international user base and close the audio advertising gap beyond North America. Our take: Spotify is evolving from a music platform into more of a full-funnel advertising solution.

This indicates a preference for a hands-free approach to music streaming—as opposed to Gen Zers’ highly curated one. General podcast adoption grows as video podcasts find their footing with younger listeners. Podcast listening continues to increase across all age groups, according to our forecast.

However, the new tier is likely to attract more consumers and give YouTube a boost in the video-streaming landscape—meaning lost ad revenue and a potential decline in advertising spend on the platform could be offset by subscription fees.

Podcasts represent a small, but growing, revenue stream for creators. Brands want in on creator-led podcasts, especially as video becomes a more crucial component of podcasting. But both sides face challenges over concerns related to scale, brand safety, and ad loads.

Netflix and YouTube are siphoning subscription revenues from pay TV’s losses. By the end of 2025, more than half of US video subscription revenues will go to streaming services.

TikTok makes a bid to encourage creators, agencies to livestream: The push is part of the platform’s strategic effort to avoid a US ban.

The total includes separately branded Twitch and Freevee streaming services. Disney also surpasses 10% when its separate brands—Hulu, ESPN, and Disney+—are combined. Hulu and Disney+ together will capture 10.8% of CTV ad sales in 2026. We do not have an estimate for ESPN ad revenues. OTT companies do earn ad dollars outside of CTV.

LinkedIn rebrands its Wire Program as BrandLink: The move reemphasizes its pivot toward creator-led B2B video.

Disney’s ad-supported automated inventory goes global: The move unlocks new opportunities for advertisers to capitalize on Disney’s massive reach.

Revolut reached over $1 billion in profits with strong subscription and wealth performance.

Netflix, Patreon explore podcast potential: As competition in the podcast space heats up, brands are looking for unique value propositions to draw audiences.