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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.

The news: Podcast ad spending intention will reach an 11-year high in 2025, and more advertisers are investing in the medium than ever, per a Cumulus Media and Signal Hill Insights report. Podcast ad spend intention reached 69% among agencies and advertisers surveyed, the highest in the eleven years tracked by Cumulus and Signal Hill. 78% are already investing in podcast advertising, five times higher than the amount investing in 2015. Our take: As listenership spikes, podcasts will continue being a key investment for savvy advertisers鈥攁nd those who know how to maximize the medium鈥檚 potential will come out on top.

The news: Podcasts are becoming a popular way for brands to reach engaged audiences, with viewership mounting and new platforms throwing their hats in the ring. Podcast viewership is thriving, reaching over 140 million US listeners in 2025, according to our forecast. Listeners will surpass 150 million by 2027. Our take: Podcasts are shaping up to become a strong contender in media consumption, with nearly 70% of US adults ages 18 to 24 listening at least one per month, per our forecast. As platforms battle to be the leading home for podcasts, advertisers need to pay attention and tailor strategies.

Spotify is doubling down on podcast engagement: New features arrive as listenership and advertiser demand both hit record highs.

The news: Spotify鈥檚 Partner Program has opened new monetization paths for video podcasters, enabling MP4 uploads and revenue through ads and subscriptions. Creators like Ryth report earning over $55,000 per month, surpassing YouTube earnings. However, the model doesn鈥檛 support dynamic ads for premium subscribers, prompting networks to hold back. Why it matters: Nearly half of all digital media time is spent on video, and Spotify is betting big on that trend鈥攅specially among Gen Z, who increasingly prefer video-first podcast formats. Our take: Spotify鈥檚 approach may alienate ad-heavy networks for now, but video鈥檚 growth and creator enthusiasm suggest its long-term strategy is sound.

Netflix and BBC team up for new podcast: While Netflix teases video podcasts on its own platform, work needs to be done to win over audiences.

YouTube introduces new offerings for ads, podcasts: The platform aims to highlight its ability to reach audiences with unmatched versatile content options.

Spotify鈥檚 play counts and YouTube鈥檚 two-person plan signal a fierce fight for viewers in the podcast space鈥檚 visual future.

Digital audio consumption continues to grow in the US. Younger audiences are leading the way, adopting platforms like Spotify and audio content like podcasts.

Gen Zers continue to overtake millennials in several prominent digital activities and platforms, including social commerce, podcasts, and Instagram.

On today鈥檚 podcast episode, we discuss how anti-US sentiment, live tourism, and tariffs are all shaping people鈥檚 2025 summer travel plans. Join Senior Director of Podcasts and host Marcus Johnson, Vice President of Research Jennifer Pearson and Analyst Rachel Wolff. Listen everywhere and watch on YouTube and Spotify.

On today鈥檚 podcast episode, we discuss the various definitions of artificial general intelligence (AGI) and try to come up with the best one we can. Then we look at how smart humans are compared to current AI models. Join Senior Director of Podcasts and host Marcus Johnson, and Analysts Jacob Bourne and Gadjo Sevilla. Listen everywhere and watch on YouTube and Spotify.

On today鈥檚 podcast episode, we discuss the battle between linear TV and CTV, one mobile device metric that is going down, and a surprising finding about which age group uses YouTube the most. Join Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, and Senior Director of Forecasting Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.

On today鈥檚 podcast episode, we discuss what area of people's lives artificial general intelligence (AGI) will change the most, the argument for AI developers asking permission from society to build these models, and when AGI might actually get here. Join Senior Director of Podcasts and host Marcus Johnson, and Analysts Jacob Bourne and Grace Harmon. Listen everywhere and watch on YouTube and Spotify.

On today鈥檚 podcast episode, we discuss how Americans鈥� feelings towards AI have changed this year, the gaps in concern between AI experts and the general public, and the best ways to get started with AI. Join Senior Director of Podcasts and host Marcus Johnson, Analyst Grace Harmon, and Senior Vice President of Media Content and Strategy Henry Powderly. Listen everywhere and watch on YouTube and Spotify.

On today鈥檚 podcast episode, we discuss how advertisers have gone from navigating uncertainty to navigating whiplash, and how they can prioritize and get the most out of ad measurement with a limited budget. Join Senior Director of Podcasts and host Marcus Johnson, Senior Analysts Evelyn Mitchell-Wolf and Max Willens, and the Director of Product Management at Cint Stephanie Gall. Listen everywhere and watch on YouTube and Spotify.

On today鈥檚 podcast episode, we discuss our 鈥榲ery specific, but highly unlikely鈥� predictions for 2025. What would happen if Google preemptively broke itself into smaller pieces, if online shopping flatlined, and if the audio ad space doubled in size in short order. Join Senior Director of Podcasts and host Marcus Johnson, Director of Reports Editing Rahul Chadha, and Senior Analysts Blake Droesch and Max Willens. Listen everywhere and watch on YouTube and Spotify.

On today鈥檚 podcast episode, we discuss our 鈥榲ery specific, but highly unlikely鈥� predictions for 2025. What would happen to the social media world if OpenAI bought Snap, what if Starbucks launched a Stablecoin, and why some companies might still want to buy linear networks. Join Senior Director of Podcasts and host Marcus Johnson, Vice Presidents of Content Suzy Davidkhanian and Paul Verna, and Principal Analyst Yory Wurmser. Listen everywhere and watch on YouTube and Spotify.

On today鈥檚 podcast episode, we discuss how Google embedding an AI chatbot into search changes things, why Anthropic鈥檚 Claude API could reshape search, and why tech companies might not be the winners of the AI search war. Join Senior Director of Podcasts and host Marcus Johnson, and Senior Analyst鈥檚 Gadjo Sevilla and Evelyn Mitchell-Wolf. Listen everywhere and watch on YouTube and Spotify.

On today鈥檚 podcast episode, we discuss whether advertisers can still create powerful brand narratives in such a fragmented media universe, the best piece of advice for advertisers trying to negotiate a minefield of tariff-related changes, and how AI will impact advertising and marketing over the next 12 months. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Principal Analyst Sarah Marzano. Listen everywhere and watch on YouTube and Spotify.

On today鈥檚 podcast episode, we discuss where GIFs came from, how GIF user behavior changes, and which ones work best for brands. Join Senior Director of Podcasts and host Marcus Johnson, Senior Director of Briefings Jeremy Goldman, Analyst Emmy Liederman, and the Vice President of Client Solutions at Giphy Alix McAlpine. Listen everywhere and watch on YouTube and Spotify.