""Podcasting has clearly captured so much of the cultural zeitgeist, right? People are still talking about the 'podcast election' for a reason," Shapo said in an interview with The Hollywood Reporter at IAB's upfront in New York Tuesday."
""What we've been talking about here is a totally new influencer platform," Conal Byrne, CEO of Heart Digital Audio Group, told the crowd of ad buyers at the upfront. "In podcasting, the influencer medium we talk about is psychologists, historians, researchers, comedians, athletes telling stories in truly new ways.""
Podcast advertising rebounded to $2.4 billion in 2024 and is projected to exceed $3 billion this year, reclaiming status as the top growth channel across digital media. Improved brand measurement tools have helped attract advertiser investment. Listeners remain highly engaged with long-form, topic-focused podcasts and spend more time with podcasts than on social media. Networks are repositioning hosts as multi-platform influencers, packaging talent across audio, YouTube, broadcast, social media and live events. Networks emphasize hosts' authority across fields—psychology, history, research, comedy, sports and Gen-Z creativity—to drive sustained audience attention and measurable campaign impact.
Read at The Hollywood Reporter
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