On the 2025 IAB Podcast Summit on Tuesday, executives and creators wrestled with an more and more thorny query: What precisely is a podcast?
The medium has advanced into one thing far broader than simply on-demand audio—now it consists of video-first codecs, creator-driven communities, stay activations, and cross-platform storytelling.
Nonetheless, one factor grew to become clear: Podcasting is maturing right into a full-fledged channel for each efficiency and model {dollars}. This yr, the medium is projected to prime $3 billion in promoting income for the primary time, in response to Matt Shapo, the director of digital audio and video on the IAB.
Under are the 5 most important themes that emerged from the IAB Podcast Upfront.
