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• IAB upgrades podcast outlook amid market pullback — The Interactive Advertising Bureau now projects podcast ad spending will climb 7.9% in 2025, up from January’s 7.3% forecast, even as overall U.S. digital ad growth drops to 5.7%. Podcasting and digital audio will each capture 5% of total ad spend this year, a combined 10% share representing one-third growth over earlier projections. Nearly all buyers cite tariff concerns as negatively impacting budgets, driving focus toward performance-driven channels.
• Independent creators face existential threat from video transition — Industry analysis warns that podcasting’s shift to video content disproportionately burdens independent creators who produce most of the medium’s 435,000 active shows. Indies currently achieve 37% better advertiser performance than network shows but lack infrastructure for video production. With the top 500 podcasts already capturing nearly half of all ad spend, Oxford Road strategist Giles Martin argues balanced media planning is critical to preserve diversity and authenticity.
• High-attention media research quantifies podcast value — A Newsworks-Lumen-Peter Field study finds high-attention formats including podcasts deliver 12% market share gains and 58% more attentive seconds per advertising pound than low-attention channels. Investment patterns have reversed since 2015, when 68% of spending targeted high-attention media; today the majority flows to lower-attention platforms despite inferior business outcomes.
• Major partnerships and platform launches reshape landscape — Liberated Syndication secured exclusive hosting and ad rights for Holly Madison and Bridget Marquardt’s Girls Next Level podcast launching its fourth season Sept. 28. Award-winning fiction anthology The Truth returns Oct. 9 with new distributor Realm after a listener-funded campaign. Gemma Atkinson and Gorka Marquez debut relationship podcast Lost in Translation Oct. 22 on Rayo.
• AudioUK relaunches training infrastructure with BBC backing — The trade organization’s revamped Audiotrain platform offers free year-round training across creative, business and technical skills through 19 initial webinars. The three-year BBC partnership aims to address industry skills gaps and support the corporation’s Across the UK strategy for sector-wide capability development.
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