Podcasts are having a moment (that will last). Once considered a subset of streaming audio, podcasts have evolved well beyond that. This content now spans audio, social media, and — very importantly — video. Netflix just announced a deal with iHeartMedia to bring 14 video podcasts to Netflix in 2026. Netflix also made a deal to bring several Spotify podcasts to the video platform. This October alone, people watched 700 million hours of YouTube podcasts on TV (up 75% year over year).
Part of the reason for their ascension into a mainstream media channel is because podcasts are the new late-night TV. Podcasts tap the cultural zeitgeist, pulling in celebrities, creators, and journalists who make media moments happen in podcasts that extend far beyond a 90-minute recording. Remember when “New Heights” broke the internet?
Podcast Advertising Requires A 360 Media Mindset
Opportunities in podcasting range from host-read ads and dynamic insertion to event sponsorships and pre-roll. Advertisers shouldn’t just think of this as part of their streaming audio buy. The role that YouTube, social media channels, and now Netflix play in this world demonstrates the power of 360 podcast advertising. Yet the podcast media ecosystem is still fairly immature, and it’s not easy for advertisers to navigate — it’s fragmented, with disconnected and overlapping players. As such, buyers have trouble centralizing their strategy given that activations happen with many partners and beyond the podcast recording itself.
Check out our recently published report, The Podcast Advertising Inflection Point, where we help marketers navigate the complex challenges that come with podcast advertising. We look at the current landscape, its strengths, and how companies can integrate podcasts into their next media plan.
Forrester clients: Let’s chat more about your podcast advertising strategy via a Forrester guidance session.
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