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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.

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African Development Bank Partners with Interpol to Combat Financial Crime and Strengthen Anti-Corruption Efforts in Africa

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African Development Bank

According to Interpol’s 2024 Global Financial Fraud Assessment, business email compromise, romance baiting, phishing, and other online frauds pose growing threats to Africa’s digitalized economy

ABIDJAN, Ivory Coast, February 21, 2025/APO Group/ –The African Development Bank Group (www.AfDB.org) has taken a significant step forward in its fight against corruption and financial crime by signing a Letter of Intent with the International Criminal Police Organization (Interpol) today. The Bank Group is the first multilateral development bank to establish such a collaboration with Interpol.

The Letter of Intent was signed on Wednesday by African Development Bank Group President Dr. Akinwumi Adesina and Interpol Secretary General Valdecy Urquiza, who visited the Bank’s headquarters in Abidjan.

The partnership will enhance collaboration between the Bank’s Office of Integrity and Anti-Corruption (https://apo-opa.co/3QrB4ku) and Interpol’s Financial Crime and Anti-Corruption Centre. It will focus on sharing expertise, enhancing investigative capabilities, and developing preventive measures against emerging financial crime threats, including cybercrime, anti-corruption measures, and counter-terrorism financing.

This initiative comes as Africa faces significant challenges of illicit financial flows, estimated at nearly $90 billion annually—a loss of resources that could otherwise be invested in critical development needs including water, sanitation, health, food, and energy infrastructure.

As an institution that deploys approximately $10 billion annually in development financing, with the majority going to government projects, the African Development Bank Group brings crucial insight into regional financial flows and development challenges, Adesina said.

Corruption and financial crime are among the biggest obstacles to economic and social development in Africa and around the world

“This partnership demonstrates our commitment to protecting development resources and ensuring they reach their intended beneficiaries,” said Adesina. “As the world’s most transparent financial institution for two consecutive editions (https://apo-opa.co/41o3TVt) [according to Publish What You Fund’s assessment of sovereign portfolios], we maintain zero tolerance for corruption and terrorism financing. By joining forces with Interpol, we are strengthening our capacity to help African countries build robust systems against money laundering and financial crime.”

Rapid advancements in digital technology have also led to an increase in internet-enabled financial crimes. According to Interpol’s 2024 Global Financial Fraud Assessment, business email compromise, romance baiting, phishing, and other online frauds pose growing threats to Africa’s digitalized economy.

Secretary General Urquiza, who was elected to his position in November 2024, said, “Corruption and financial crime are among the biggest obstacles to economic and social development in Africa and around the world. The evolving nature of financial crime, particularly in the digital environment, requires strong partnerships between law enforcement and financial institutions. Interpol’s closer relationship with the African Development Bank Group will help law enforcement agencies and financial institutions across Africa tackle increasingly sophisticated financial crime threats.”

Adesina said the Bank will continue to tackle these challenges by:

  • Building capacity and supporting African countries in strengthening transparent and accountable governance and strong institutions capable of driving inclusive and sustainable growth and resilient economies.
  • Strengthening Know Your Customer and Due Diligence systems to prevent and to fight fraud and corruption.
  • Ensure that the Bank’s resources are used for their intended purposes in a transparent and accountable manner, a practice that has led to the Bank being recognized for two consecutive editions as the most transparent multilateral development bank in the world by Publish What You Fund.

The high-level Interpol delegation that accompanied Secretary General Urquiza included Mr. Silvino Schlickmann, Director of Governance and Ms. Paule Ouedraogo, Head of Interpol’s Regional Bureau.

The African Development Bank Group was represented by members of President Adesina’s senior management team including the director of the Office of Integrity and Anti-Corruption, Ms. Paula da Costa.

Distributed by APO Group on behalf of African Development Bank Group (AfDB).

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World-leading Crypto Event Launches APAC’s Largest Debut with Consensus Hong Kong 2025

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Blockchain

Over 350 side events transformed mega digital assets event to mega festivities
HONG KONG SAR – Media OutReach Newswire – 21 February 2025 – Regarded as the “Super Bowl of Blockchain” and “the World Cup of Web3”, Consensus, the most influential and longest-running event of the crypto world, picked Hong Kong as a destination to expand beyond North America, with a record-setting debut of nearly 10,000 from over 100 countries and regions converging at the Hong Kong Convention and Exhibition Centre from 18-20 February.

Phoebe Shing, Director, Business Development Team Lead, MICE • MICE-Business Development of the Hong Kong Tourism Board (HKTB), said, “The tremendous success of Consensus’s Hong Kong debut marked the city as one of the most conducive destinations to expand the global footprint of proven events. More than a world’s meeting place, Hong Kong is also a super-connector in the world of finance, innovation and technology (I&T) and global cultures. This mega crypto event also puts Hong Kong on the forefront of accelerating the region’s advancement, while generating high-yield tourism spending and business activities to fuel Hong Kong’s economy.”

A convergence of who’s who in the world of blockchain, digital assets and web3

Asia’s top financial policymakers, crypto thought-leaders and investors shared the main stage with Mainland and world pioneers in blockchain, digital assets and web3 fields, defining what’s next and mapping the way forward for greater impact. The cast of stellar speakers notably included Richard Teng, CEO of Binance, the largest crypto exchange by trading volume; Adam Back, CEO and co-founder of Blockstream, a global leader in Bitcoin and blockchain technologies; Yat Siu, Co-Founder & Chairman Animoca Brands, a global leader in blockchain and gaming; Hong Fang, President of OKX, a leading Web3 technology company and leading crypto exchange, and many more.

Sara Stratoberdha, CEO of CoinDesk said, “Consensus has been running for over 10 years and is one of the longest-running and comprehensive digital assets events in the world. Hong Kong, a Fintech hub in Asia serves as a global center for crypto and web3 technologies, with favourable policies and a large pool of talent for blockchain, digital assets and web3 to thrive. We are thrilled to see that over 75% of attendees are coming from outside Hong Kong. A truly international event! The city has proven the ideal choice for expanding Consensus beyond North America.”

A strong line-up of over 350 side events, delivering huge commercial value

Consensus Hong Kong 2025 was embellished with more than 350 side events, giving the energetic global crypto community diverse opportunities to showcase their expertise, create and renew partnerships and party to the heart’s content.

Michael Lau, Chairman of Consensus Hong Kong, added, “The scale of the inaugural Hong Kong event has surpassed our expectations, with nearly 10,000 attendees and what truly surprised us is that the community and industry were eager to participate and the fact that we ended up hosting over 350 side events is a strong testament to Hong Kong as a leading global FinTech hub where we have a vibrant ecosystem, entrepreneurial spirits, innovative cultures that nowhere else can replicate. I am also appreciative of the support from the HKTB in securing the event for the city I call home.”

Transforming business events into mega festivals

Consensus Hong Kong also spectacularly transformed a leading business event into a mega festival, kicking off with its Opening Party – Rooftop Revelry, held at Cloud 39, the ultra-luxury rooftop ballroom of iconic landmark in Central The Henderson that set the tone for the event’s sophisticated networking occasions. Action continued all the way to its long-established tradition of Music Festival and Crypto Fight Night, extending to Hong Kong’s unique horse-racing and night party at Lan Kwai Fong. The conference concluded with a bang with the Consensus Closing Party in Lan Kwai Fong, where participants were treated to an open bar, live music and fun networking.

Brad Spies, Vice President of Consensus, said, “Hong Kong has a long legacy of finance, banking and some of the deepest capital markets in the world; but it’s also such a vibrant and diverse city with the best restaurants, fantastic venues and unique experiences. The city simply fulfilled the promises of delivering the best of business and fun. Hong Kong is such a world-class city for people to come and transform business events into mega festivals.”

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Saudi Arabia Expands Energy Ties with Africa: A Look at Key Investments, Partnerships

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Following Saudi Arabia’s latest energy efficiency cooperation agreement with Egypt, the African Energy Week: Invest in African Energies 2025 conference will provide a vital platform to accelerate partnerships and secure new deals between Saudi Arabia and African countries

CAPE TOWN, South Africa, February 21, 2025/APO Group/ –Earlier this week, Egypt’s Minister of Petroleum and Mineral Resources Karim Badawi and Saudi Arabia’s Minister of Energy Abdulaziz bin Salman Al Saud signed an agreement to develop an executive plan for energy efficiency cooperation, strengthening bilateral ties in the energy sector and fostering sustainable development. This follows another significant development in September, in which Egyptian Prime Minister Mostafa Madbouly secured a $5 billion pledge from Saudi Arabia’s PIF, representing the “first phase” of a larger investment strategy.

As a leading global energy giant, Saudi Arabia has been actively investing in Africa’s energy sector, aiming to expand its energy reserves, advance energy diplomacy and compete with other global superpowers. This strategic push not only strengthens Saudi Arabia’s influence in the region, but also paves the way for deeper economic and political ties with African nations.

To date, the lion’s share of investment in Africa’s energy sector has focused on clean energy advancements. With total project costs reaching $7 billion across the continent, Saudi developer ACWA Power stands as the leading private-sector investor in African renewable energy. In October 2024, the company announced that its Redstone solar plant in South Africa was set to achieve its full 100 MW capacity, while its Kom Ombo solar PV plant in Egypt successfully reached its full capacity of 200 MW. ACWA Power is also leading Project DAO, South Africa’s largest hybrid renewable power plant, with an $800 million investment. The project is expected to come online by 2026 and aligns with the Kingdom’s broader Vision 2030 goals.

In addition to renewable energy, Saudi Arabia is diversifying its investments to secure critical minerals for clean energy technologies. In October, Saudi Arabia’s Manara Minerals, a joint venture between Ma’aden and the Public Investment Fund (PIF), entered advanced talks to acquire a minority stake in First Quantum Minerals’ Zambian copper and nickel assets. The potential investment, valued between $1.5 billion and $2 billion, underscores Saudi Arabia’s strategy to secure critical minerals that are vital for the global clean energy transition.

Turning to broader regional commitments, Saudi Arabia’s financial support for Africa’s energy infrastructure has grown. In October, the Kingdom announced a major funding initiative, pledging at least $41 billion for sub-Saharan African nations. This includes $1 billion for development, $5 billion for startups, $10 billion in financing from the Saudi Export-Import Bank and $25 billion in private sector investments over the next decade.

Meanwhile, the Saudi Ministry of Energy has established the “Empowering Africa” initiative as part of its broader commitment to supporting sustainable development across the continent. In collaboration with the Ministries of Communications and Information Technology and Health, the initiative aims to deliver clean energy, connectivity, e-health and e-learning solutions to enhance lives and promote long-term growth in Africa. Building upon the Clean Fuel Solutions for Cooking Program, it focuses on providing cleaner cooking solutions to vulnerable populations, aiming to reduce reliance on traditional biomass fuels and improve health outcomes for millions of households. Minister bin Salman Al Saud has emphasized energy as a fundamental human right and is spearheading efforts to improve access to clean cooking technologies across the continent.

Additionally, state-owned petroleum company Saudi Aramco is strengthening its partnerships with African nations to support energy investments and mobilization. These collaborations are expected to drive infrastructure development, enhance oil and gas production capacity and facilitate knowledge transfer between Saudi and African energy stakeholders, while aligning with broader energy security and sustainability goals.

In the multilateral arena, the African Energy Chamber is working with Saudi Arabia to support South Africa’s G20 energy investments and mobilization. This partnership is set to facilitate greater financing and policy coordination, ensuring Africa’s energy priorities are well-represented in global energy discussions. The upcoming African Energy Week: Invest in African Energies conference in Cape Town serves as a key platform to facilitate and support these investments, bringing together Saudi stakeholders, African governments and global energy leaders to advance new projects, strengthen partnerships and accelerate the continent’s energy transition. These collaborations are essential in addressing energy challenges, driving economic growth and fostering long-term sustainability. As Saudi investments expand – alongside those of other G20 nations – their impact on Africa’s energy landscape will only deepen.

AEW: Invest in African Energies is the platform of choice for project operators, financiers, technology providers and government, and has emerged as the official place to sign deals in African energy. Visit www.AECWeek.com for more information about this exciting event. 

Distributed by APO Group on behalf of African Energy Chamber.

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