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When considering content growth outside of new movies and TV shows, Netflix should also embrace the trajectory of Spotify, said Verna鈥攚hich has expanded beyond its music streaming reputation through video podcast offerings and partnerships. 鈥淢aking that brand flip or changing the perception is a very tall order, but I think Netflix has the capacity and the resources,鈥� he said.

On today鈥檚 podcast episode, we discuss how Netflix鈥檚 recent live sports events have performed, if there鈥檚 a new streaming price ceiling for consumers, and whether its entertainment hub playbook is replicable. Tune in to the conversation with Senior Director of Podcasts and host Marcus Johnson and Vice President Paul Verna. Listen everywhere and watch on YouTube and Spotify.

Podcast advertising is growing quickly. In 2024, podcasts will surpass $2 billion in ad revenues for the first time. We expect growth in podcast ad revenues to continue to outpace growth in the rest of digital audio advertising. By 2028, the podcast share of digital audio advertising will hit 36.2% and top $3 billion. Pandora leads but Spotify is rapidly catching up.

Spotify reports its first full year of profitability: Cost-cutting, price hikes, and a UMG deal should help the company build on its strong Q4 in 2025.

It has also been a strong driver of podcast awareness, and platforms like Spotify could pick up some time spent. Should that happen, it could lead to a shift in how consumers spend their time across digital media overall. To view the full forecast, click here. TikTok is a commerce powerhouse.

But with services like Apple Music and especially Spotify leading the space with a large (and growing) subscriber count, SiriusXM has had trouble staking a claim. The company spent big earlier this year on exclusive podcasts, signing 鈥淪martLess鈥� and 鈥淐all Her Daddy鈥� away from Amazon and Spotify, respectively, in a bid to bolster its offerings with popular shows and chip away at competitors鈥� leads.

Ad strategy is vital for podcasts, where listeners don鈥檛 necessarily click ads but commercials can still leave an impression. Here鈥檚 what marketers need to know when they think about podcasting and digital audio at large.

Digital audio service includes digital advertising revenues for local and national broadcast radio stations, satellite radio services, purely online radio stations, and streaming music services such as Pandora and Spotify; includes podcast advertising and sponsorship; includes both audio and nonaudio ad formats.

New features let users join conversations with AI hosts. Experimental yet groundbreaking, it promises tailored podcasts but risks monotony with limited host variety.

More than just being used, Spotify should lend long-term support to projects in which it invests; saturation of the podcast market has made it harder for new shows to find an audience.

Next year, US podcast ad spend will pass the $2 billion mark, according to our forecast. We project double-digit growth through the end of our forecast period in 2027. New data from the Interactive Advertising Bureau (IAB) finds that podcast ads are trending toward brand awareness, with increasing emphasis on video formats.