At the 2025 IAB Podcast Summit on Tuesday, executives and creators wrestled with an increasingly thorny question: What exactly is a podcast?
The medium has evolved into something far broader than just on-demand audio—now it includes video-first formats, creator-driven communities, live activations, and cross-platform storytelling.
Still, one thing became clear: Podcasting is maturing into a full-fledged channel for both performance and brand dollars. This year, the medium is projected to top $3 billion in advertising revenue for the first time, according to Matt Shapo, the director of digital audio and video at the IAB.
Below are the five main themes that emerged from the IAB Podcast Upfront.
What counts as a podcast?
In his opening remarks, Shapo framed the summit around the question of definition.
“At its heart, podcasting is about conversations that matter,” he said.
Video podcasts and creator-led formats are expanding the category, but they are managing to maintain the intimacy that makes the medium unique.
Bob Hunt, senior director of audio at Hearts & Science, echoed that sentiment, pointing to the challenge of deciding whether YouTube-native shows belong in the podcast bucket. He argued that the open, community-driven nature of RSS-based shows sets podcasting apart from closed platforms.
Measurement and accountability
A recurring theme across the day was the need for better measurement to unlock bigger budgets.
Cam Weber, senior director of partnerships at Podscribe, argued that legacy tools like promo codes capture only a fraction of results.
“Pixel-based attribution captures six times more conversions than surveys and five times more than promo codes,” he said.
Podscribe CEO Peter Birsinger also presented data comparing YouTube views with audio downloads, showing that downloads tend to drive more purchases. The industry, he noted, is still building frameworks to measure cross-platform campaigns with the same precision advertisers expect elsewhere.
Shapo added that IAB is developing new guidance to fold podcasts into media mix modeling and standardized attribution.
Mid-tier power and community
While measurement pushes the medium forward, several buyers argued that podcasts’ power lies in trust and relatability.
Maria Tullin, managing director of performance audio at Horizon Media, said mid-tier shows often outperform celebrity programs because listeners feel like hosts are friends, not distant idols.
“That kind of intimacy lends something to the recommendation that a host is giving,” she said.
Courtney Hirsch, CEO of Jomboy Media, described how the company has built community through its Warehouse Games, a made-from-scratch backyard sports league filmed with ESPN-level polish. By turning creators into competitors, Jomboy strengthens connections across its audience ecosystem.
Gary Coichy, founder of Pod Digital Media, underscored the importance of multicultural audiences. He said his network has built a model around cultural authenticity, pairing podcasts with live events like HBCU homecomings and Art Basel.
“It’s not just slapping a logo on a red carpet,” he said. “It’s making sure brands can seamlessly inject themselves into cultural moments.”
Ad spend momentum
After a slower 2023, podcasting rebounded last year with 26% growth, hitting $2.4 billion in ad revenue, Shapo said.
The medium is also on track to grow another 33% in 2025 and surpass $3 billion in spend for the first time, according to Shapo. Audio still dominates, but video podcast ads—now 7% of the market—are growing nearly 100% year-over-year.
Tom Webster, partner at Sounds Profitable, bolstered the case with survey data showing podcasts rank near the top in attention, trust, and effectiveness.
“If you want to change hearts and minds, if your brand has a story to tell … I would submit a podcast,” he said.
Platforms and cultural moments
For many presenters, the future of podcasting lies in stretching beyond the RSS feed.
Horizon Media’s Tullin encouraged brands to tap the creator halo effect across YouTube, TikTok, and live events—but only when a brand is already deeply embedded with a show.
Pod Digital Media and Jomboy Media showcased how cultural activations and league partnerships can expand reach without sacrificing authenticity.
Taken together, the summit painted a picture of a channel still defining itself but already commanding scale.
“In 2015, just 10% of brands said they’d definitely invest in podcasts,” Shapo said. “Today, that number is nearly 70%.”
