According to the IAB's 2025 Outlook, podcast advertising is expected to grow, albeit at a decelerating pace. The report indicates a decrease in percentage growth from 12.6% to 7.4% year-over-year, suggesting the podcast ad market is maturing. Nevertheless, advertisers are expected to allocate significantly more funds to podcasts, approximately 73% more than to other digital audio formats. This signifies the enduring strength of the podcast channel amidst a changing advertising landscape.
The podcast ad market remains robust, with the IAB's slower growth forecast reflecting a maturing industry where smaller percentage increases translate to larger dollar gains.
Advertisers will spend increase podcast ad spending, but at a lower rate than a year ago, according to IAB's 2025 Outlook.
This report provides critical insights into what's ahead for audio advertising and podcasts.
Advertisers as a whole plan to devote about 73% more money to the podcast channel than to digital audio excluding podcasts.
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