DWNLOAD '24 Wrapped: Predictions for 2025 + Executive Survey

Hello, and welcome to the final DWNLOAD Report of 2024!

Unless some breaking podcast news sneaks in (you never know in this industry), this will be our last issue of the year. As I mentioned in my Q3 update, the podcast industry has been on an absolute heater in the second half of 2024, and the energy as we head into 2025 is at an all-time high.

For this edition, I’m going big with my 2025 podcast predictions. Think of it as a high-stakes podcast crystal ball. If I’m right, we can all celebrate together. If I’m wrong… well, feel free to remind me on LinkedIn. Either way, I’d rather take the swings than play it safe (and I did pretty well in 2024, if I do say so myself).

It’s also time for our new bi-annual tradition: The DWNLOAD Executive Insider Survey. This anonymous survey is sent to approximately 60 C-level executives across the global podcast industry. We asked:

• How did podcast companies fare in 2024? 

• What are their projections for 2025? 

• And what’s the real verdict on Spotify’s big video push? 

The answers to these questions—and more—are just ahead.

But first, some personal updates:

• I’m thrilled to announce that I’ve joined Podspace as a Senior Advisor. Podspace, a rapidly growing Swedish podcast tech company, has been on a rocket ship of growth and profitability over the past 12 months. I’m excited to help drive their global expansion and contribute to the much-needed tech improvements this industry needs. If you’re in the podcast tech world, let’s talk!

• Speaking of heaters, it’s gotten cold here on the Connecticut shoreline, so it’s time for a warm-up in Las Vegas! I’ll be heading to CES in a few weeks, where I’m joining executives from TikTok and Whalar to discuss “Measuring Success in the Creator Economy.” Catch us on Thursday, January 9th @ 11:45 am in the CES Creator Space. Vegas, baby!

Alright, enough housekeeping—let’s dive in!

Podcasting Predictions for 2025

1. Podcast Ad Revenue Will Outperform Projections

The IAB projected U.S. podcast ad revenue to surpass $2 billion for the first time in 2024, reflecting 12% year-over-year growth from $1.9 billion in 2023. They’ve also forecasted revenue to reach $2.6 billion by the end of 2026.

But here’s where I differ: 2024 actuals will outperform these projections.

Podcast audiences have been steadily shifting from traditional media to digital, but the revenue hasn’t fully caught up—yet. While AM/FM radio continues its decline as younger audiences flee for digital audio, podcasting has yet to see the same seismic shift in ad dollars. But 2024 might have (finally) been the turning point.

The 2024 election showcased podcasts’ unmatched ability to engage hyper-targeted, highly influential audiences. Brands—and political campaigns—would be wise to pay attention. With advancements in ad tech and better audience targeting, advertisers are finally recognizing podcasting as one of the most effective mediums for meaningful engagement.