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Podcast publishers expand into video to boost growth as advertising investment gains remain slow

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Podcast

Global podcast ad spend will exceed $5bn in 2025 (+7.9%) and $5.5bn in 2026 (+6.5%)
Video podcast consumption is growing. YouTube is the most popular platform
Podcast audiences are more receptive to ads
The US is the world’s largest podcast ad market at $2.4bn

WARC Global Advertising Trends: Podcast media sets sights on video boom

12 February 2025 – Podcasts are growing in cultural and political influence, but growth in podcast advertising spend remains slow. Publishers and platforms are looking to address this by expanding beyond audio, with a greater focus on creators and video content, according to WARC Media’s latest Global Ad Trends report, ‘Podcast media sets sights on video boom’.

Alex Brownsell, Head of Content, WARC Media, says: “Podcasts are having a moment. Fresh from seemingly helping Donald Trump to win last year’s ‘podcast election’ in the US, brands are reappraising the medium through fresh eyes.

“However, ad investment growth remains sluggish, with podcasters trapped in a contest for a slow-growing pool of global audio ad budgets. Publishers and platforms are now eyeing expansion into video, in the hope of further boosting consumption, as well as winning a share of a fast-growing slice of the ad market.”

WARC’s latest Global Ad Trends report ‘Podcast media sets sights on video boom’ highlights the following trends:

Podcast advertising spend growth remains slow

For all its burgeoning cultural impact, podcasts remain caught in a battle to win share of audio ad dollars.

WARC Media forecasts that global podcast ad spend reached $4.8bn in 2024, will exceed $5bn in 2025, and amount to $5.5bn in 2026. However, year-on-year growth is set to slow from 13.2% in 2024 to 7.9% in 2025, and only 6.5% in 2026.

This is markedly down on the expanding investment levels in other emerging channels, including retail media (+14.8% in 2025), CTV (+15.4%) and even DOOH (+14.9%).

Difficulties in scaling podcast ad buys is one oft-repeated complaint among brands. Another is a perceived deficiency in podcast measurement tools.

However, according to WARC’s annual Marketer’s Toolkit survey, more than half of global marketers (55%) plan to increase their podcast ad investment this year. Podcasts ranked fifth highest in intention to invest – behind only online video, influencer/creator marketing, and social media.

Global podcast listenership is growing and remains diverse

The total global audience reach of podcasts has increased from 60.6% in 2020 to 66% in 2025.

Edison Research estimates that 135 million listen in the US each month, equivalent to 47% of all consumers aged 12+. In the UK, Ofcom found the percentage listening to podcasts on a weekly basis has doubled from 10.8% in 2018 to 20.7% last year.

On average, younger cohorts spend more time on podcasts each day than older groups. As of Q2 2024, podcasts’ reach among Gen Z audiences worldwide (68%) exceeds radio by ten percentage points.

In markets like the UAE and Brazil, podcast listenership among all adults has exceeded radio, whereas countries like Germany and China exhibit subdued and downward trends, according to WARC Media and GWI data.

Podcast publishers are aiming to drive growth through video

YouTube has emerged as the most popular platform for podcast video. Viewers watched over 400 million hours of podcasts per month on YouTube’s TV app in 2024. More than 250 million users have streamed a video podcast on Spotify, with consumption most prevalent among Gen Z users: in the first five months of 2024, the younger cohort watched 2.9 billion minutes of video podcast content, up 58% year-on-year. Spotify found a +55% lift in intent for campaigns with an audio and video takeover versus audio-only campaigns.

As brands become more sophisticated in how they incorporate creator content into media plans, it may provide an opportunity for podcast media to escape its audio bubble. However, obstacles include consumers wanting to minimise video and listen to audio only, podcast creators unwilling to embrace video and lose control over monetisation, and perceived deficiency in podcast measurement tools.

The US is the world’s largest podcast advertising market

The US – home to mega-shows such as The Joe Rogan Experience – accounts for nearly half (45.9%) of all global podcast ad spend.

Recent research by WARC and Audacy found that, while podcast listening accounts for 4.5% of all ad-supported US media consumption, the channel only receives 1.0% of total US ad investment ($2.4bn in 2025).

Retail continues to be the category with the highest podcast ad spend in the US, while the US election prompted a slight increase in government and non-profit spend. Food category spend remains low, but is forecast to record the fastest growth in 2026 (+13.2%).

As the medium matures, larger brands are becoming a more dependable source of income for podcast publishers. Top podcast spenders in the US include Amazon, T-Mobile, Capital One and Toyota.

In the UK, podcast ad spend is forecast to reach £110m this year, growing at 12.8%, according to WARC Media estimates. This is a faster rate of growth than in the US, and a sharper incline than forecast for UK spend on search, social media, DOOH and BVOD in 2025.

Podcast reach in the UK is increasing: a fifth (23.6%) of people aged 15-24 listen to at least one podcast per week, and consumption is highest among 25-34-year-olds (27.9%).

Podcasts are becoming more important to political discourse

Donald Trump triumphed in the ‘podcast election’. His podcast strategy was more effective than that of rival Kamala Harris, achieving greater reach with shows known for delivering better returns for brands. Trump appeared on podcasts with a total average reach of 23.5 million compared to 6.4 million for Harris, and the shows selected by Trump drove 2-3x better results for brands in areas such as site visits, sign-ups and purchases.

According to Edison Research, nearly half (44%) of those surveyed by them said they sourced US election information from podcasts, ahead of cable TV (34%) and platforms like X (33%).

Following the US election result, previously cautious marketers are re-considering their ‘podcast safety’ approach – in particular in advertising against more right-wing content to reach younger male audiences.

Podcast audiences tend to be more receptive to ads

Nearly 40% of listeners say the medium has become “more relevant” in recent years, according to an Acast study. However, as programmatic trading expands into podcasting and the channel expands beyond baked-in host-read ads, other studies have found that two in five (42%) regular listeners skip podcast ads, as they find them intrusive.

Studies have found that episodic buys – that is, ads placed in a single podcast episode on a specific show – tend to outperform ads dynamically inserted throughout shows across a podcast network. In the case of host-read ads, Podscribe research found that, as ad length increases, visitor rates to advertisers’ sites also increase. On average, a two-minute-plus read outperforms 60-second or shorter reads by about 20%.

Read a complimentary sample report of WARC’s Global Ad Trends – Podcast media sets sights on video boom. WARC Media subscribers can read the report in full. A WARC podcast discussing the findings outlined in the report will be available from 25 February.

Global Ad Trends, part of WARC Media, is a quarterly report which draws on WARC’s dataset of advertising and media intelligence to take a holistic view on current industry developments.

Business

Tony Elumelu Foundation Selects Seven North African Entrepreneurs in 2026 Cohort

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entrepreneurs

Seven North African entrepreneurs in technology, education, professional services and agriculture selected from 265,000 applications at historic Abuja ceremony

Hope is not just a feeling — it is a system we can build

ABUJA, Nigeria, March 24, 2026/APO Group/ —

  • 7 North African entrepreneurs selected from Morocco, Tunisia and Egypt
  • 51% of the 2026 cohort are women, all selected purely on merit, without any quota in place
  • 3,200 total entrepreneurs selected from 265,000+ applications across 54 African countries
  • USD 5,000 in non-refundable seed capital for each selected entrepreneur
  • Selection conducted independently by Ernst & Young

 

The Tony Elumelu Foundation (TEF) (www.TonyElumeluFoundation.org), the leading philanthropy empowering young African entrepreneurs, announced on Sunday, 22 March 2026 the 12th cohort of the TEF Entrepreneurship Programme at a ceremony held at the Transcorp Hilton, Abuja. The announcement was made by Founder Tony O. Elumelu, C.F.R.

 

Among the 3,200 entrepreneurs selected from 265,000 applications received from all 54 African countries: seven from North Africa. Three from Tunisia, two from Morocco, two from Egypt. Spanning technology, education, professional services and agribusiness, they represent a generation of North African founders building businesses that address the urgent needs of their communities. Their selection, which was conducted independently by Ernst & Young, places them among the most rigorously assessed young entrepreneurs on the continent.

 

This year’s cohort carries a historic signal: 51 percent of the 2026 entrepreneurs are women. They were selected purely on merit, without quota. Across hundreds of thousands of applications, women distinguished themselves through the strength of their ideas, the clarity of their business models and the ambition of their vision.

 

In 2026, the Foundation is empowering a total of 3,200 entrepreneurs across all its entrepreneurship programmes:

 

  • 1,751 entrepreneurs through Heirs Holdings Group: Heirs Energies, Transcorp Power, Transcorp Hotels, and United Capital;
  • 1,049 entrepreneurs in partnership with the European Commission, OACPS, BMZ and GIZ;
  • 100 entrepreneurs in partnership with Sèmè City Development Agency;
  • 100 entrepreneurs in partnership with DEG, the German Development Agency;
  • 100 entrepreneurs in partnership with the IKEA FoundationUNICEF’s Generation Unlimited and the Dutch Government; and
  • 100 entrepreneurs in partnership with UNDP and the Rwandan Ministry of Youth and Arts.

 

 

Each selected Tony Elumelu Entrepreneur will receive USD 5,000 in non-refundable seed capital, access to world-class business management training on TEFConnect, one-on-one mentorship, and entry into a powerful network of investors, partners and fellow entrepreneurs.

 

In his annual letter (https://apo-opa.co/4uOFepM), “A Story of Hope,” Tony O. Elumelu, C.F.R., Founder of the Tony Elumelu Foundation, shared a powerful message to the new cohort:

 

“For a long time, I believed luck was something that simply happened to you. Then I came to understand: luck can be engineered. Opportunity can be democratised. Hope is not just a feeling — it is a system we can build.” — Tony O. Elumelu, C.F.R., Founder, Tony Elumelu Foundation — 2026 Annual Letter

 

The Tony Elumelu Foundation has empowered over 2.5 million young Africans with access to business management training on TEFConnect (https://TEFConnect.com), and disbursed over USD 100 million in seed capital to more than 24,000 selected entrepreneurs.

 

Collectively, these entrepreneurs have generated USD 4.2 billion in revenue and created more than 1.5 million direct and indirect jobs. Through its support for African entrepreneurs, TEF has lifted 2.1 million Africans above the poverty line and positively impacted more than 4 million African households, with 46% of supported entrepreneurs being African women. Eighty percent of TEF-supported businesses survive and scale, against a global average of ten to twenty percent.

 

 

The announcement ceremony was broadcast live in English (https://apo-opa.co/3PWLiML), French (https://apo-opa.co/3PWLiML), Portuguese (https://apo-opa.co/4t4Y7Da) and Arabic (https://apo-opa.co/4bYHlQl).

 

Distributed by APO Group on behalf of The Tony Elumelu Foundation.

 

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African Petroleum Ministers Snub Africa Energies Summit, Citing Local Content as Priority for Africa

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African Energy Chamber

The decision comes amid concerns over local content and inclusion by the summit’s organizer Frontier Energy Network, with African petroleum ministers reinforcing local content as a non-negotiable priority for the continent’s oil industry

JOHANNESBURG, South Africa, March 24, 2026/APO Group/ –African Petroleum Ministers have declined to participate in the upcoming Africa Energies Summit (AES) taking place on May 12–14, 2026 in London, citing serious concerns around local content, representation and the broader direction of the platform’s agenda. The decision sends a strong signal from the continent’s oil-producing nations that local content remains a core priority for Africa’s energy future and that industry platforms operating under the banner of African energy must reflect the continent’s values and development objectives.

 

“By boycotting AES in London, the African oil industry is showcasing that local content is a priority. The message is clear: if Gayle and Daniel Davidson change their policy to be more inclusive, many Africans will work with them. The exclusionary policies are not reflective of our values and that of the oil industry. Frontier has an incredible opportunity to do the right thing,” states NJ Ayuk, Executive Chairman, African Energy Chamber.

Across the oil and gas sectors, both emerging and established markets are integrating local content policies within their broader project fundamentals as a way to catalyze job creation, local participation and broader skills development. Regulation has served as a launchpad for local content development. Policies such as the Nigerian Oil and Gas Industry Content Development Act (NOGIC) and Angola’s Local Content Law have provided a strong foundation for local content implementation – and many projects are taking the lead.

A lot of Africans feel that all the progress and gains made by our oil industry on local content are constantly being stomped on by groups like Frontier

The Greater Tortue Ahmeyim (GTA) project in Senegal and Mauritania not only designates a portion of gas for each domestic market but features a multi-pronged local content strategy focusing on supply chain, workforce development and social investment. In the development stage, the project offered an online portal where local suppliers registered their interest and engagement opportunities with the procurement team, while over 47 trainees participated in a multi-year program in preparation for offshore work. The project partners engaged in extensive community outreach, including health, education, economic development and environmental awareness. GTA exported its first cargo in 2025 and is working toward full-scale operations in 2026.

Similarly, the EG LNG project in Equatorial Guinea is a major local content driver. Operating since 2007, the project has placed emphasis on local workforce development and integration through several initiatives that promote participation and broader economic support. In addition to prioritizing local vendors and contractors, the Punta Europa plant and associated infrastructure employs over 1,400 people, with the larger Gas Mega Hub project – of which EG LNG is a central part – set to increase this figure to 3,000 people. Nigeria’s LNG plant also actively promotes local content through policies on Nigerian manpower development, technology acquisition and utilizing local contractors. The implementation of the NOGIC saved the LNG project $2 billion across its EPC stage for the seventh train.

Emerging oil and gas producers such as Mozambique, with three large-scale LNG projects underway, Namibia, which eyes first oil production by 2029, and The Gambia have all integrated local content regulations within their energy frameworks. This approach demonstrates a commitment to Africa, making companies like Frontier that much more disappointing. The African oil industry – as well as companies operating in seismic, services and policy – must take the local content lead.

“A lot of Africans feel that all the progress and gains made by our oil industry on local content are constantly being stomped on by groups like Frontier. We believe in Drill Baby Drill and local content, and we’re being told that there’s something wrong with it, that we should be ashamed of it in some way and that it needs to be replaced with discrimination. Many people are just sick of it. We’ve had enough, and we don’t want our whole oil industry stripped down to where we have no semblance of that sort of nostalgic African oil and gas culture that we cherish,” Ayuk adds.

The recent boycott by these ministers reflects a broader belief by the continent that local content must be an integral part of oil and gas operations. This includes discussions on the current and future state of the continent’s hydrocarbon industry.

“Gayle and Daniel Davidson are essentially marketing to a clientele that doesn’t exist, Let’s be clear: the oil industry does not and will not defend discrimination against black professionals. It’s not who we are. They both need to come clear and denounce this. This virtue signaling to a certain crowd does not help our goals for an inclusive oil industry,” concludes Ayuk.

Distributed by APO Group on behalf of African Energy Chamber.

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Energy

Guinea-Conakry Energy Minister to Bring Frontier Oil & Power Opportunities to Invest in African Energy (IAE) 2026

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Energy

Aboubacar Camara, Minister of Health, Sanitation, Energy, Hydraulics and Hydrocarbons of Guinea-Conakry, will deliver a keynote at next month’s Invest in African Energy Forum in Paris

PARIS, France, March 13, 2026/APO Group/ –As exploration momentum builds across West Africa’s (Mauritania-Senegal-Gambia-Bissau-Conakry) MSGBC basin, Guinea-Conakry is seeking to position itself as the region’s next frontier for oil and gas development while accelerating investment in large-scale power infrastructure. At the upcoming Invest in African Energy Invest in African Energy (IAE) Forum in Paris, Aboubacar Camara, Minister of Health, Sanitation, Energy, Hydraulics and Hydrocarbons of Guinea-Conakry, will outline the country’s strategy to unlock upstream potential and expand electricity generation to support industrial growth.

 

Guinea’s hydrocarbon sector remains largely underexplored compared to its regional neighbors. To stimulate exploration activity, the government has been preparing a licensing round covering 22 onshore and offshore blocks designed to attract international operators. As of late 2025, authorities were finalizing the technical framework and fiscal terms while expanding access to geological data through a National Seismic Data Visualization Center, developed in partnership with SLB and TGS. The data platform is expected to provide prospective investors with improved visibility into Guinea’s offshore basins ahead of the planned bid round.

 

While Guinea has historically seen limited drilling activity, interest in the country’s offshore margin has grown in recent years as major discoveries in neighboring Senegal and Mauritania have reshaped perceptions of the MSGBC basin’s resource potential.

 

Alongside upstream ambitions, Guinea is advancing a series of large-scale power projects aimed at addressing electricity shortages and supporting its expanding mining sector. Hydropower remains the backbone of the country’s electricity system, with major projects developed along the Konkouré River significantly increasing generation capacity in recent years.

 

The 450 MW Souapiti Hydropower Plant and the earlier 240 MW Kaleta facility have significantly expanded national generation capacity in recent years, strengthening grid reliability while providing power to mining operations and urban centers. Additional large-scale projects are progressing across the pipeline, including the 300 MW Amaria hydropower project and the 294 MW Koukoutamba hydropower plant, which is being developed under the Senegal River Basin Development Authority to supply electricity across several West African countries.

 

Beyond hydropower, authorities are exploring opportunities to diversify the country’s energy mix through gas and renewable energy investments. One proposal involves the development of an LNG terminal at the Port of Kamsar to support both import and export operations while supplying a planned gas-fired power facility capable of generating up to 1,900 MW of electricity.

 

Solar energy is also gaining momentum as part of Guinea’s long-term strategy to strengthen grid reliability and reduce seasonal dependence on hydropower. Government plans call for the addition of up to 500 MW of solar generation capacity in the coming years, opening new opportunities for independent power producers and infrastructure investors.

 

At the same time, regional transmission initiatives are expanding Guinea’s integration within the West African Power Pool. Financing approved in 2025 for the Guinea–Mali electricity interconnection project aims to improve electricity supply in eastern Guinea while enabling cross-border power trade and strengthening regional grid stability.

 

The IAE 2026 Forum offers Guinea-Conakry an opportunity to present its evolving energy strategy to international investors. By highlighting frontier exploration acreage alongside major power infrastructure developments, the government aims to attract the partnerships needed to accelerate the next phase of the country’s energy sector development.

 

IAE 2026 (http://apo-opa.co/4urkt3f) is an exclusive forum designed to connect African energy markets with global investors, serving as a key platform for deal-making in the lead-up to African Energy Week. Scheduled for April 22–23, 2026, in Paris, the event will provide delegates with two days of in-depth engagement with industry experts, project developers, investors and policymakers. For more information, visit www.Invest-Africa-Energy.com. To sponsor or register as a delegate, please contact sales@energycapitalpower.com

Distributed by APO Group on behalf of Energy Capital & Power.

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