Audio's Global Evolution - fewer silos, more moments
We’ve just returned from The Podcast Show London 2025, where the global audio industry converged to connect and discuss the future of audio & podcasting.
From my perspective, there was one message that really struck me: audiences want the freedom to enjoy their favourite podcasts on the platform that fits their lifestyle.
Whether it’s a screenless audio session on a morning walk with the dog or a video podcast streamed on a smart TV during meal times, the takeaway was unanimous: it’s not audio or video—it’s both.
One trend stood tall: podcasting is no longer a single-format game. Instead, it’s becoming a fluid, multi-format experience, shaped by audience preference, context, and lifestyle.
Being in London gave us a clear view into what’s holding some brands back—media buying structures are still fragmented. The question everyone’s asking: Who actually owns this budget?
The outcome? There’s no one-size-fits-all answer. Podcast investment is currently being juggled across offline and online budgets, influencer marketing teams, and social media departments—each with their own KPIs, platforms, and perspectives. But to fully harness the power of audio and video podcasting, brands will need to break down those silos and embrace a more unified, cross-channel strategy that follows the listeners’ behaviour.
So, How Can Brands & Media Agencies Lean In?
Reaching modern listeners—across generations and formats—isn’t just about chasing the hottest new podcasts. It’s about understanding the context and showing up authentically with a message that resonates with their audience using audience, location and language targeting.
Here’s how savvy brands and media agencies are tapping into these golden moments:
Think Cross-Format, Not Just Cross-Platform
Don’t silo your media buys. An audio-only strategy misses out on powerful video discovery moments (YouTube & Spotify), while a video-only strategy risks missing the real intimacy of screenless time. Your plan needs to be fluid—activating both watchable and listenable formats that move with the consumer.
Target by Context, Not Just Demo
Media buying used to be all about age and income. Now, it’s about life context. Is someone listening during their school drop-off? Watching a pod over dinner? Streaming while lifting weights? Tap platforms and partners that give you insight into moment-based targeting, not just blanket demographics. On top of this, the world is more global than ever, using language targeting to reach consumers authentically will make a bigger impact on retention.
Lean on Creator Trust
Podcast hosts are more than content creators —they’re trusted voices. Custom host-read ads or integrations are the holy grail of authenticity. And if that host is on TikTok, YouTube, and Spotify? Even better. Let them guide your message across the listener’s journey.
Extend Across Ecosystems
Don’t stop at one ad in one episode. Build sustained storytelling across formats:
- Tease the campaign on social
- Anchor the story with a podcast ad or branded segment
- Reinforce it with geo fenced programmatic OOH
- Drive conversions through clickable podcast show notes or companion microsites
- Use 3rd party measurement partners to track engagement and conversions
The Facts - Digital audio ad spend hit $77.3 million, up 18% year-on-year as of March 2025 (PwC, IAB Australia). And according to the IAB Australia Internet Advertising Revenue Report, the broader internet advertising market reached $4.2 billion in Q1 2025—an 11.6% year-on-year increase.
The way people consume podcasts has fundamentally shifted—and it’s still evolving. We’re no longer in an “audio versus video” world. We’re in an era where choice, context, and convenience rule.
It’s time for the advertising industry to stop thinking in silos and start thinking in moments.
