The rise of the video podcasting has created Podcasts Premium inventory

Digiday also confirmed that other Podcast production companies such as Audacy, Wondery and Pave Studios had increased between the first quarters of 2024 and 2025 a year compared to the year, even though they refused to share certain figures.

Last year, according to a representative of the company, Vox Media's podcast advertising revenues recorded double-digit growth, although they were added that this growth was not just the result of the video.

“The majority of our shows publish both audio and video episodes, and we have a talent and IP-centered advertising strategy in which brands work with our shows with our programs with regard to platforms-audio, video, social, live,” said Vox Media SVP and General Manager of Audio and Digital Video Ray Chao. “The market chance here is much wider than television, which is just one of the sales channels.”

In addition to the existing advertisers who expand their podcasting advertisements, managers said both from Wonnyy and Audacy that they had an interest in brands in 2025 that had never previously applied besides podcasts.

“When people” think “podcast advertising”, they often think of brands like Casper Mattressen, HelloFresh and Betterhealth- and we love all of these advertisers, “said Audacy Head of Podcasts Leah Reisennis.” What we see are the big Legacy brands steadily increasing, lots of automobile, lots of CPG, a lot of pharmaceutical. “

When advertisers call inventory premium, they usually refer to high vision, strong Engagement, brand security and audience quality. When the podcast consumption moves towards the television screens, the medium wins in all these areas – and thus dissolves higher CPMs. The base cpms for the CTV content are between $ 15 and 25, much higher than the average CPMs for podcasts on YouTube, which are between 4 and 10 US dollars. Media companies such as Audacy and Pave Media said that their CPMs have increased when their podcasts hug video and expand their television audience.

“We see brands that are very happy about the custom integrations or more tailor-made advertising with which podcasters are willing to deal with much higher CPMs,” said Reisennis. “We speak of the type of 360, multi-channel purchases about social and video and audio purchases, but also things such as brand segments or bonus episodes that are tied to a kind of zeitgeist moment.”

Media buyers agreed that video was an important driver for the growing trust of the brands in the value of the podcast advertising. Managers of the agency such as Jesse Echeverría, Ogilvys director of connections and performance strategy, and Jeremy Whitt, Managing Director of Hanson Dodge, said that in 2025 their customers spend more for podcast advertising, with the growing role of the video in the medium, which is cited as an A Factor. However, Echeverría found that the increased podcast editions of its customers generally came from incremental budgets instead of changing dollars from other marketing channels.

“Our customers often carry out brand lift studies to better understand the effects of their media purchases,” said Echeverría. “In particular for podcasts, we usually see a measurable buoyancy and supports the awareness that podcasts are a powerful channel for brand structure.”

Hanson added that the rise of YouTube as the most popular podcast consumption platform Video -Podcast inventory made more appealing as the world's most popular podcast consumption For advertisers thanks to the ability to address certain demographic groups.

“YouTube, especially, I could treat a little differently than the rest of the podcast world, which also tries to get into a video,” said Whitt. “There is more video inventory and content on YouTube that people are looking for, and it is very targeted. You can use Google's data. All of these things are definitely plus points.”

The rise of podcasts on YouTube has made them a natural fit for connected television, as they offer appealing, brand -proof content that respond both the audience and for advertisers.

In 2025, podcasts will be better accessible via smart TVs than ever. In March, YouTube started a dedicated podcast tab for its Android TV app. Only last week Samsung TV plus announced a partnership with Spotify to start a video podcast channel and content partnerships with digital creators such as Michelle Khare and The Try Guys. Podcasts offer a growing opportunity for advertisers who want to reach the audience via the primary screen of the household.

“When we see more of these content, we see a higher -production investment from this creator to make them a more visual and optically more interesting experience and to recognize more,” said Samsung TV plus head of business development and strategic partnerships Sarah Nelson.

YouTube is aware of the growing interest of the advertisers in his podcast – and provides New products with which marketers can spend more securely on YouTube podcasts. On May 15, the company started a committed weekly ranking with the most watched YouTube podcasts. The YouTube director for news, civil and podcast partnerships Brandon Feldman confirmed that it was one of the intended purposes of the new product to better understand the brands, the YouTube -Podcast landscape -and the investigation of the possibilities for advertising alongside its top creators.

“From an overall external ecosystem perspective, advertisers want that,” said Feldman.