Spotify expands podcast buying: Amazon DSP now reaches Spotify podcasts, making it easier to add high-attention audio to broader media plans.

Summer habits favor podcasts: Seasonal routines lift podcast listening, supporting steady engagement and making summer a smart time to buy audio ads.

Podcasts win across demographics: Millennials and Gen X now outpace Gen Z in consumption, making podcasts a broad-reach buy that doesn’t lose ad impact.

Why every streamer wants podcast deals: A flurry of exclusive video deals offers streamers a low-cost way to drive viewership.

Spotify debuts podcast badges to fight AI slop: Platforms are turning to patchwork solutions as they struggle to contain the flood.

Apple-Spotify alliance redraws video podcast playbook: Shared tech and revenues lower barriers for video podcasts, leaving YouTube as the only major the lone silo.

Podcast growth outpaces social, with trusted hosts driving purchases and attention other feeds can’t match.

Podcast skipping may be overstated, as playback data shows many shows retain 90% or more of listeners through ad breaks.

Podcasts turn attention into action as opt-in listening drives searches, site visits, and a 22% purchase rate.

HBO, Netflix, and Apple use companion podcasts to fight churn, turning fandom into hours of opt-in engagement.

Spotify sports podcast listening jumps 358% after games, outpacing pregame gains and opening a bigger ad window beyond live TV.

Spotify outlines how AI, automation, and immersive experiences will reshape how brands connect with consumers in 2026.

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.​

Even as the majority of podcasters (71%) use video, per Sounds Profitable, video podcast ads are falling short of driving purchases compared with audio ads. YouTube’s video podcast ads are 18% to 25% less effective than audio downloads at driving users to purchase, according to an Oxford Road and Podscribe study. Video podcast consumption is growing, and YouTube remains the largest media platform globally, but advertisers looking to target podcast consumers specifically must make audio a core part of their campaign planning.

Podcast hosts are the most influential creators among weekly listeners, with 56% saying hosts have the greatest impact, per a Cumulus Media and Signal Hill Insights report. Recognizing the unique ability of podcast hosts to drive outcomes compared with other influencer types is critical—but as the podcast space becomes more saturated, brands need to seek hosts with specific attributes.

Podcasts are emerging as the most credible, persuasive arm of the creator economy. According to Acast, 84% of listeners have changed their mind because of a podcaster, yet 75% don’t view them as influencers—proof that credibility, not celebrity, fuels podcast influence. Two-thirds of listeners say they’ve purchased something a host recommended. Despite the rise of video, most podcast engagement remains audio-first, underscoring the medium’s intimacy and staying power. For advertisers, podcasts offer a rare trifecta—attention, authenticity, and conversion—at a time when influencer fatigue and algorithmic feeds erode audience trust elsewhere.

Netflix and iHeartMedia are discussing a deal that would allow the popular streaming platform to license iHeartMedia’s video podcasts, shortly after Netflix inked a similar deal with Spotify, per Bloomberg. An expanded video podcast portfolio will unlock new opportunities for marketers if Netflix chooses to sell ad space on podcast content.

Spotify is launching a free ad-supported TV (FAST) channel in partnership with Samsung TV Plus, per a Thursday announcement. Marketers now have the opportunity to combine the effectiveness and precision of CTV advertising with the authenticity of podcast advertising to convert passive listeners into active customers.

Performance channels are gaining traction among B2B marketers, with 84% now shifting from traditional, impression-focused approaches, per a Madison Logic survey. Brands should keep investing in performance marketing for its resilience amid economic headwinds. The added flexibility will let them adapt based on rapidly shifting economic signals and consumer behavior changes.

Spotify announced updates to its advertising offerings on Wednesday, expanding access to its inventory and enhancing its addressability capabilities for programmatic buyers through several new partnerships via Spotify Ad Exchange (SAX). Spotify’s new features are showing the company’s dedication to improvement, warranting experimentation for brands who are hesitant to leverage evolving resources.