A TikTok-iHeart deal will introduce TikTok Radio and Podcast Network, widening the platform’s reach beyond short-form video.

The signal that’s fueling a surge in digital audio is getting clearer. US podcasts are set to capture close to an additional $1 billion per year by 2029, according to EMARKETER’s December 2025 forecast.

The rise of video podcasts has transformed the medium, creating new opportunities for advertisers. But as the ecosystem becomes more sophisticated, complexities are creating challenges for ad buyers and media platforms.​

Streaming music is gaining momentum as radio starts to lose share in the ad-supported audio listening market. Fifteen percent of audio listening time goes to ad-supported streaming audio, per Nielsen’s The Record report, up 36.4% YoY. Radio’s share dropped 5 percentage points YoY to 62%. Marketers should diversify audio spend by incrementally shifting dollars from radio to streaming to follow the ears as listening time shifts platforms. Test creative formats like interactive audio—including shoppable ads or tap-to-engage spots—to boost engagement and brand recall.

High audio listenership and time spent this year means limited growth. Subscription revenues will be healthy, as most listeners pay to limit ads. And Spotify will lead in nearly every metric, though several platforms are doing well.

On today's episode, we discuss what brand-new forecasts the forecasting team cooked up in Q1, including time spent with TikTok and some direct-to-consumer (D2C) numbers. We then talk about say-through rates for voice ads, the battle between host-read and preproduced ads, and how knowledge workers will soon use a virtual assistant every day. Tune in to the discussion with eMarketer senior director of forecasting Shelleen Shum, directors of forecasting Oscar Orozco and Cindy Liu, and forecasting analyst at Insider Intelligence Peter Vahle.

On today's episode, we discuss the Clubhouse competitors that keep emerging in the social audio space: Who are they, does their proposition make sense, and will they succeed? Tune in to the discussion with eMarketer forecasting analyst Peter Vahle and principal analyst at Insider Intelligence Jeremy Goldman.

On today's episode, we discuss some digital audio developments from Spotify and iHeartMedia, how podcast advertising can add value, in-car audio entertainment, and what the first flavor of advertising on social audio platforms will look like. We then talk about what to expect from this years' Interactive Advertising Bureau (IAB) Podcast Upfronts, how people are approaching podcast moderation, and the market for podcasts created for children. Tune in to the discussion with eMarketer forecasting analyst at Insider Intelligence Peter Vahle.

eMarketer forecasting analyst at Insider Intelligence Peter Vahle discusses the latest podcast deals and what the mean, how listenership is changing, and the state of podcast advertising. He then talks about the recent Unity and Snap mobile gaming partnership, YouTube's 15-second audio ads, and which sports Americans are currently most comfortable attending in-person.

US consumers dig digital audio, and as listenership heats up, so does advertiser investment. For direct-to-consumer (D2C) brands, podcasts are top-of-mind as they provide engaging and influential ad opportunities.