Video is making podcasts a premium buy for advertisers

As podcast consumption shifts to video, advertisers are treating the format as more premium than ever, drawn by opportunities across multiple channels — and are investing more marketing dollars accordingly.

In the first quarter of the year, ad revenues for podcast representation agency True Native Media jumped 40 percent year over year, according to founder Heather Osgood. “2025 has, so far, been a really strong year for us, and I don’t anticipate, if Trump doesn’t do anything too crazy, that we’re going to see a decrease in that,” Osgood said, who didn’t share exact numbers. “There definitely is an increase in interest in video.”

Other podcast production companies, such as Audacy, Wondery and Pave Studios, also confirmed to Digiday that their ad revenue had increased year over year between the first quarters of 2024 and 2025, though they declined to share specific figures.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.