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 developed into one thing far broader than simply on-demand audio—now it contains video-first codecs, creator-driven communities, dwell activations, and cross-platform storytelling.
Nonetheless, one factor turned clear: Podcasting is maturing right into a full-fledged channel for each efficiency and model {dollars}. This 12 months, the medium is projected to high $3 billion in promoting income for the primary time, based on Matt Shapo, the director of digital audio and video on the IAB.
Beneath are the 5 major themes that emerged from the IAB Podcast Upfront.
