Podcast Ad Spend to Surpass $3 Billion in 2025, IAB Projects

On the 2025 IAB Podcast Summit on Tuesday, executives and creators wrestled with an more and more thorny query: What precisely is a podcast? The medium has advanced into one thing far broader than simply on-demand audio—now it consists of video-first codecs, creator-driven communities, reside activations, and cross-platform storytelling. Nonetheless, one factor turned clear: Podcasting is maturing right into a full-fledged channel for each efficiency and model {dollars}. This 12 months, the medium is projected to prime $3 billion in promoting income for the primary time, in keeping with Matt Shapo, the director of digital audio and video on the IAB. Beneath are the 5 fundamental themes that emerged from the IAB Podcast Upfront.