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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.

Energy

Venezuela Energy Week Confirms 19 August Date for Houston Industry Showcase

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Officially supported by Venezuela’s Ministry of Hydrocarbons and national oil company PDVSA, the Houston Industry Showcase will take place on 19 August, convening U.S. energy leaders ahead of Venezuela Energy Week 2027 in Caracas

HOUSTON, United States of America, August 10, 2026/APO Group/ –The organizers of Venezuela Energy Week (VEW) have confirmed that the Houston Industry Showcase will take place on 19 August 2026 at The Post Oak Hotel. Officially supported by Venezuela’s Ministry of Hydrocarbons and national oil company PDVSA, the event will bring together U.S. energy companies, investors and policymakers to explore commercial opportunities ahead of Venezuela Energy Week 2027 in Caracas in February.

The showcase will feature Minister of Hydrocarbons Paula Henao as a keynote speaker, providing an update on Venezuela’s energy priorities, investment agenda and opportunities for international partnership. Her participation underscores the country’s commitment to strengthening engagement with global industry as it seeks to expand production and unlock new upstream investment.

Bringing together exploration and production companies, independent operators, oilfield service providers, engineering firms, technology companies and financial institutions, the Houston Industry Showcase will examine opportunities across exploration, production optimization, infrastructure rehabilitation and field development.

As Venezuela works to increase oil and gas production, demand is expected to grow for the technical expertise of U.S. service providers in drilling, well intervention, completion services, production optimization, artificial lift, digital oilfield technologies and infrastructure rehabilitation. Houston-based industry leaders – including SLB, Halliburton, Baker Hughes, Weatherford and a broad network of EPC contractors, equipment manufacturers and specialized service companies – are well positioned to support the modernization of mature fields, improve operational efficiency and deliver the technologies and services needed for future upstream projects.

The Houston event follows a successful Industry Showcase in London, which brought together international investors, operators and energy service companies to explore Venezuela’s evolving investment landscape. Building on that momentum, the Houston edition will deepen engagement with the U.S. energy industry and strengthen commercial dialogue ahead of Venezuela Energy Week 2027.

Venezuela Energy Week – the country’s largest energy investment platform to date – has been confirmed for 22–25 February 2027 in Caracas. Organized by Energy Capital & Power, the event will bring together government leaders, investors and industry stakeholders from across the global energy value chain.

To register for the Houston Industry Showcase on August 19, visit https://apo-opa.co/4g0TncR. To learn more about delegate, sponsorship and partnership opportunities for the showcase or to secure your place at Venezuela Energy Week 2027 in Caracas, contact info@venezuelaenergyweek.com.

Supporting Venezuela’s Earthquake Recovery
Our thoughts are with the people and communities affected by the recent earthquakes in Venezuela. As the country begins the long process of recovery, we encourage members of the global energy community to support relief and reconstruction efforts through the CAF Recovery and Reconstruction Fund for Venezuela, which channels contributions from individuals, companies and organizations to emergency assistance, essential services and long-term rebuilding efforts.

To learn more or make a contribution, please visit the CAF Recovery and Reconstruction Fund for Venezuela (https://apo-opa.co/4hkvteE).

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

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Islamic Development Bank Institute (IsDBI) Secures New Patent for Smart Stabilization System from Intellectual Property Office of Singapore

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The Smart Stabilization System is a pioneering digital market infrastructure designed to stabilize asset markets by intelligently managing supply-demand gaps and mitigating excessive volatility

JEDDAH, Saudi Arabia, August 10, 2026/APO Group/ –The Islamic Development Bank Institute (IsDBI) (https://IsDBInstitute.org) is pleased to announce that the Intellectual Property Office of Singapore (IPOS) has granted a new patent for its innovative Smart Stabilization System.

 

The patent was granted on 10 July 2026 under Singapore Patent No. 10202250873B for the invention titled “A Computer Network Stabilization System and Method.” The patent application was filed on 1 September 2022 and was formally granted following a comprehensive review process.

This achievement reflects our commitment to translating pioneering research into practical solutions that contribute to economic resilience and sustainable development

The Smart Stabilization System is a pioneering digital market infrastructure designed to stabilize asset markets by intelligently managing supply-demand gaps and mitigating excessive volatility. Leveraging sophisticated algorithms and advanced simulation models, the system is designed to anticipate supply and demand imbalances and implement programmable stabilization measures before they escalate into market disruptions.

Unlike traditional stabilization mechanisms that rely on capital reserves, buffer funds, or external interventions, the Smart Stabilization System introduces a next-generation framework for achieving autonomous market stabilization through proactive and programmed stabilization mechanisms. By incorporating distributed ledger technology and cryptographic trust mechanisms, the platform enhances transparency, trust, and operational resilience for digital asset and commodity markets.

The successful patent grant reflects IsDBI’s growing contribution to technological innovation and its commitment to developing knowledge-based solutions that address contemporary economic and development challenges.

Since filing the patent application back in 2022, the Institute has continued to advance the Smart Stabilization System through ongoing development and testing, aimed to expand its practical applications and support future capitalization opportunities. These advancements have positioned the system as a potentially transformative solution for enhancing stability and resilience in increasingly digital and interconnected economies.

Commenting on this occasion, Dr. Sami Al-Suwailem, Acting Director General of IsDBI, said, “The grant of this patent by the Intellectual Property Office of Singapore further strengthens the Institute’s position as a leader in developing innovative knowledge-based solutions that leverage modern technologies to address complex development challenges. This achievement reflects our commitment to translating pioneering research into practical solutions that contribute to economic resilience and sustainable development.”

Distributed by APO Group on behalf of Islamic Development Bank Institute (IsDBI).

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Liberia to Preview Next Oil & Gas Licensing Round Strategy at Houston Investor Day

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The Liberia Petroleum Regulatory Authority will host operators, investors and partners in Houston on August 19 to preview future licensing opportunities and showcase the exploration potential of its offshore basins

HOUSTON, United States of America, August 7, 2026/APO Group/ –The Liberia Petroleum Regulatory Authority (LPRA) will present its strategy for the country’s next offshore licensing round at Liberia Investor Day Houston on August 19, bringing together international exploration companies, investors, service providers and energy leaders to discuss the next phase of Liberia’s upstream development.

Hosted in partnership with Energy Capital & Power, the event will provide a platform for the LPRA, led by Director General Hon. Marilyn T. Logan, to outline Liberia’s regulatory framework, investment priorities and plans to attract new participation across the country’s offshore sector. Discussions will focus on upcoming licensing opportunities, exploration prospects and the subsurface data supporting future investment decisions.

Liberia’s offshore sector is entering a new phase of exploration activity, with renewed international participation and a growing pipeline of opportunities. Following the award and ratification of eight Production Sharing Contracts in 2025, Liberia has re-established itself as a frontier exploration destination, with international operators advancing work programs designed to further evaluate the country’s petroleum potential. TotalEnergies is progressing exploration activities that include offshore geochemical surveys, 3D seismic acquisition and seabed mapping, while Oranto Petroleum has also signed contracts to explore Liberia’s offshore.

At the Liberia Investor Day Houston, the LPRA will provide industry stakeholders with insight into the priorities shaping the next licensing round, including the anticipated process, qualification requirements, available acreage and access to technical data. The engagement will give prospective investors a clearer view of Liberia’s exploration landscape and the opportunities emerging across its offshore basins.

The event will also facilitate direct dialogue between LPRA and the global upstream community, connecting companies with policymakers and industry stakeholders involved in shaping Liberia’s next chapter of petroleum development.

As exploration companies continue to seek new frontier opportunities, Liberia Investor Day Houston will highlight the role of regulatory certainty, data availability and strategic partnerships in unlocking long-term investment across Liberia’s offshore sector.

Registration is now open for attendees. Companies interested in Liberia’s emerging offshore opportunities are invited to join LPRA, investors and upstream leaders in Houston for insights into the country’s licensing strategy and exploration outlook. For more information contact info@energycapitalpower.com.

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

 

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