Connect with us

Business

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

Published

on

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

World Football Summit Rabat at University Mohammed VI Polytechnic (UM6P) Concludes with Commitment to African Football Development and Global Collaboration

Published

on

World Football Summit

Over two days, the summit convened 1077 stakeholders from 70 countries, reinforcing Morocco’s role as a platform for sport-driven innovation and continental collaboration

RABAT, Morocco, April 10, 2025/APO Group/ –The inaugural edition of the World Football Summit (WFS) (https://WorldFootballSummit.com) Rabat 2025, held in partnership with Evosport, a subsidiary of UM6P, and in collaboration with the Royal Moroccan Federation of Football concluded after two days of exchanges on the state and the trajectory of football in Africa and its links to global dynamics.

Held on April 9 and 10 at UM6P’s Rabat campus, the summit convened more than 1077 football industry leaders from 70 countries, including decision-makers from 65 clubs, leagues, and federations. Under the theme “Where football innovation meets legacy”, the event provided a platform for reflection on the evolving role of Morocco and Africa in shaping the global football landscape, particularly in light of the continent’s growing visibility ahead of the 2030 FIFA World Cup, co-hosted by Morocco alongside Spain and Portugal.

“What we’ve witnessed in Rabat these past two days has been truly historic,” said Jan Alessie, Co-founder and Managing Director of World Football Summit. “The quality of discussion, the level of engagement, and the genuine commitment to collaboration have exceeded our expectations. This summit has not only showcased Morocco’s growing leadership in global football but has created tangible pathways for African football to accelerate its development through meaningful partnerships. The connections formed here between African football leaders and their international counterparts will yield benefits for years to come.”

Hicham El Habti, President of UM6P, stated: “WFS Rabat is a natural extension of our commitment to rethinking development models through knowledge, innovation, and continental collaboration. Football—like science, education, and technology—requires institutions that can convene, structure, and elevate ambition. By hosting and contributing to this summit, we are reinforcing Morocco’s and Africa’s capacity to lead with ideas, shape with values, and build ecosystems where excellence is cultivated and shared.”

The quality of discussion, the level of engagement, and the genuine commitment to collaboration have exceeded our expectations

The WFS Honors Ceremony, moderated by Mimi Fawaz (MC – WFS Rabat 2025), highlighted a number of initiatives and individuals whose work reflects a thoughtful approach to football development. The Academie Mohammed VI was recognized for its Local Grassroots Strategy to develop Sport. Frederic Kanoute received the WFS Honor for Exemplary Achievements in Football & Beyond for his contributions both on and off the pitch. OCP Group received the WFS Honor for Social & Community Impact through Sport for their transformative community initiatives. The Moroccan Football Federation (FRMF) was recognized with the WFS Honor for Exceptional Development in Women’s Football for their pioneering efforts in advancing the women’s game in Morocco. Finally, the African Club Association (ACA) was granted the WFS Honor for Uniting African Football. 

Discussions throughout the two days addressed pressing challenges and opportunities in the football ecosystem. Topics ranged from talent retention and financial models to technological integration and regulatory governance. Fouzi Lekjaa, President of the Moroccan Football Federation, presented Morocco’s vision for football development ahead of the 2030 World Cup. Shehu Dikko, Honourable Minister of Sports of Nigeria, reflected on how African football can become more sustainable. FIFA’s Regional Director for Africa, Gelson Fernandes, discussed pathways for strengthening football governance, while CAF’s Director of Tournaments, Samson Adamu, shared innovations in continental competitions formats.

The summit drew participation from organizations such as FIFA CAF, or ECA, government ministers from Nigeria, Ghana, and Kenya, as well as executives from properties such as LALIGA, FC Barcelona, or even the NBA, who engaged in discussions about cross-continental collaboration in sport governance and development.

Moreover, partners including Royal Air Maroc and TAQA played essential roles in the summit’s success, demonstrating the importance of public-private collaboration in advancing sports development.

The WFS global series continues with upcoming events in Monterrey (June 2025), Hong Kong (September 2025), Madrid (October 2025), and Riyadh (December 2025), creating a year-round platform for the football industry to connect and collaborate across continents.

For more information about World Football Summit’s 2025 events and registration details, visit www.WorldFootballSummit.com

Distributed by APO Group on behalf of World Football Summit

Continue Reading

Business

Invest in African Energy (IAE) 2025 to Host Panel on Advancing Africa’s Liquefied Natural Gas (LNG) Potential

Published

on

Invest in African Energy

A high-level panel at the Invest in African Energy Forum in Paris, powered by Perenco, will explore how Africa can overcome infrastructure and investment challenges to unlock its LNG potential while advancing energy security and sustainable development

PARIS, France, April 10, 2025/APO Group/ –The upcoming Invest in African Energy (IAE) 2025 Forum will feature a high-level panel on Advancing Africa’s LNG Potential: Overcoming Infrastructure and Investment Challenges, sponsored by Perenco. As global demand for natural gas rises, Africa’s abundant reserves and strategic location position the continent as a key supplier – provided infrastructure, regulatory and financing hurdles can be addressed.

Moderated by Jacqueline Chinwe, Global Future Energy Leader, the panel brings together influential voices from the LNG value chain. Confirmed speakers include Julius Rone, Managing Director of UTM Offshore; Mario Bello, Head of Sub-Saharan Africa at Eni; Dominique Gadelle, Vice President, Upstream & LNG at TechnipEnergies; and Denis Chatelan, Head of Business Development at Perenco. These leaders will share strategies to accelerate LNG development, including de-risking investments, leveraging blended finance models and strengthening regulatory frameworks to ensure commercial viability.

IAE 2025 (http://apo-opa.co/4lq1VMj) is an exclusive forum designed to facilitate investment between African energy markets and global investors. Taking place May 13-14, 2025 in Paris, the event offers delegates two days of intensive engagement with industry experts, project developers, investors and policymakers. For more information, please visit www.Invest-Africa-Energy.com. To sponsor or participate as a delegate, please contact sales@energycapitalpower.com.

Africa’s natural gas resources – particularly in countries like Nigeria, Mozambique, Senegal, Mauritania and the Republic of the Congo – are attracting growing international interest. Natural gas is expected to account for 40% of Africa’s oil and gas capital expenditures by the end of the decade, according to the African Energy Chamber’s State of African Energy 2025 Outlook Report. In West Africa, major projects such as Phase 2 of the Greater Tortue Ahmeyim development and the Yakaar-Teranga Gas Project in Senegal are set to significantly boost LNG production and regional gas-to-power capacity, while Eni’s Congo LNG project in the Republic of the Congo is leveraging FLNG technology to fast-track exports and monetize offshore reserves.

With major LNG projects advancing across the continent, investment momentum continues to build. Floating LNG solutions – such as UTM Offshore’s facility in Nigeria and Perenco’s Cap Lopez terminal in Gabon – are offering scalable, capital-efficient models for deployment. In Mozambique, Eni is expanding on the success of its Coral South FLNG by developing a second floating facility, Coral North. Meanwhile, gas-to-power initiatives hold strong potential to address chronic energy shortages, contributing to both energy security and the transition to a more sustainable, lower-carbon energy mix. The panel will explore how to align Africa’s export ambitions with domestic industrialization and energy access goals, driving inclusive economic growth while contributing to global energy security and environmental objectives.

Distributed by APO Group on behalf of Energy Capital & Power

Continue Reading

Business

Aptiway Global Hosts High-Level Delegation from the Democratic Republic of Congo to Advance Digital Transformation Agenda

Published

on

Aptiway Global

The workshop will also examine models for human capital development and institutional readiness that support long-term digital transformation

DUBAI, United Arab Emirates, April 10, 2025/APO Group/ –Aptiway Global (https://Aptiway.com) is pleased to announce that it will host a senior delegation from L’Agence pour le Développement du Numérique (ADN) of the Democratic Republic of Congo (DRC) for a high-level strategic workshop in Dubai from April 14 to 18, 2025. The workshop will take place at the Pullman Dubai Creek City Centre Hotel and is designed to foster technical collaboration, share experiences, and explore scalable digital solutions tailored to the DRC’s national priorities.

Led by Mr. Dominique MIGISHA, Coordinator of ADN, the delegation will engage in an intensive five-day program covering a wide range of strategic themes, including digital identity platforms, eGovernment systems, cybersecurity, data protection, and infrastructure interoperability. The workshop will also examine models for human capital development and institutional readiness that support long-term digital transformation.

Africa’s digital future depends on bold leadership and practical collaboration

This engagement aims to identify actionable outcomes that can accelerate the implementation of inclusive and secure digital ecosystems in the DRC. These include a roadmap for deploying national digital identity systems, strategic recommendations for eGovernment rollout, and a framework for ongoing technical cooperation between Aptiway and ADN.

Speaking ahead of the workshop, Mr. Shince Thomas, CEO of Aptiway Global, said: “We are honoured to host the ADN leadership. This visit underscores a shared vision for using technology as a catalyst for development, and we look forward to co-creating solutions that deliver real impact.” 

Mr. Dominique MIGISHA, Coordinator of ADN, added: “This collaboration with Aptiway Global is a timely opportunity to deepen our understanding of effective digital infrastructure and services. We are committed to translating this knowledge into tangible progress for the Congolese people.” 

Simplice Anoh, Co-Founder of Aptiway Global, also commented on the significance of the partnership: “Africa’s digital future depends on bold leadership and practical collaboration. This workshop reflects our shared commitment to building resilient, homegrown solutions that respond to local challenges while unlocking global opportunities.” 

The workshop reaffirms the value of cross-border collaboration in achieving sustainable digital transformation and highlights the Democratic Republic of Congo’s growing momentum in building resilient, future-ready digital systems.

Distributed by APO Group on behalf of Aptiway Global

Continue Reading

Trending