As the popularity of podcasts rise, networks are positioning hosts as the ultimate influencers.

After slowing down in 2023, podcasting advertising shot back up again in 2024 to reach $2.4 billion and return to its spot as the top growth channel in all digital media, according to the Interactive Advertising Bureau. And this year, podcast advertising is on track to cross the $3 billion threshold, per estimates from the IAB .

Part of the advertising return comes as brand measurement tools improve, said Matt Shapo, director of IAB’s media center, but it also comes as listeners continue to seek out podcasts on topics that are meaningful to them and remain an engaged audience for those hourslong conversations.

As the popularity of podcasts rise, networks are positioning hosts as the ultimat

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