MRT Industry Edition Returns; Celebrating Black Voices in Podcast; Podscribe’s List of Top Podcasts; Radio Reigns in UK; The Video Podcast Movement

The Media Roundtable Industry Edition is back! This week, we’re rounding up the biggest trending news stories in podcasting as Netflix, Fox, and YouTube all make moves that could reshape the industry.

James Ingrassia (EVP of Client Service, Oxford Road) hosts fellow Oxford Road luminaries Neal Lucey (EVP of Strategy & Product), Spencer Semonson (Media Supervisor), and Kyle Jelinek (VP of Client Services).

The team is talking: Fox’s Podcast Deal, YouTube’s Year of Discovery, Netflix’s interest in podcasts, and more. Let’s dig in.

“If you’re a marketer, what you’re trying to do is evoke a memory, you’re evoking an emotion. And music is one of the most effective ways to do that.” – Neal Lucey (EVP of Strategy & Product, Oxford Road)

Fox Bets on Podcasts – Fox is bringing some familiar faces back into the fold by acquiring Red Seat Ventures. This includes former Fox News stars Tucker Carlson, Megyn Kelly, and Bill O’Reilly. The move allows Fox to profit from these personalities without directly employing them, like a hedge reminiscent of when podcasting held great relevance during the 2024 election not so long ago—at the expense of traditional media.

Now Streaming on Netflix… Podcasts? – “Former DVD mail business” Netflix is reportedly interested in getting into the Podcast game. Here’s why it makes sense: lower production costs, a chance at ad revenue, and because TV is the YouTube platform’s primary viewing device in the US, so it’s a proven win. Time will tell if this involves the acquisition of a popular show or something totally original.

Next Up: Discovery – YouTube has dominated podcast consumption without even trying. BIG question: What happens when they do try? YouTube CEO Neal Mohan says new features to aid podcast discovery are coming soon, along with an auto-dubbing feature for greater global reach. On our wishlist: RSS feeds to make it easier for creators to post videos (and yes, to help with host-read ad attribution too).

For industry insights you won’t find anywhere else, tune into the full episode by clicking below.

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The Classifieds

Big Things Come in Small Packages

Network: Urban One / Monthly Downloads: 300k / Current Civility Score: 88, HIGH

We’re already well into Black History Month, but it’s always a good time to test fresh podcast options. This week, we have two shows featuring Black American hosts produced by black-owned networks.Amanda Seales is now in the 7th season of her seminal podcast, no small feat in our industry. She’s been further propelled into the spotlight with her role on Issa Rae’s wildly popular TV show Insecure, and has built on that with a stand-up special and an upcoming book. Seales is a frank and forward voice with plenty of space for experts, icons, and underrepresented folks. The end result is an edu-tainment style podcast that broaches rare subject matter. This is a great opportunity for advertisers seeking look-alikes for their Commentary and Documentary high performers and for those looking to reach a large female audience. Take a BIG test of this small dose by engaging the link below.

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Reduce, Reset, Reclaim

Network: Revolt / Monthly Downloads: 30k

Self-improvement is a big umbrella encapsulating a broad spectrum of POVs. Sometimes listeners want to be stronger, faster, better, but in today’s cultural landscape, they’re more often than not looking to just rest. Ericka Nicole knows that struggle all too well as the CEO and founder of Silkenn, a skincare company focused on environmental defense. Though motivated by success, she faced the ramifications of hustle culture and continual burnout. In partnership with Revolt, she’s now hosting a weekly podcast designed to help self-starters learn to self-soothe. Packed with tips on meditation, time management, and radical candor, Nicole has created yet another ready-made space for those seeking peace of mind. This opportunity can work for many clients, whether you’re a B2B looking for motivated young professionals, or a DTC product wanting to attract women on the go. Begin your own reset by visiting the link below.

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In Case You Missed It

Podscribe’s Movers and Shakers

Podscribe has released its latest monthly rankers. Crime Junkie remained the #1 (audio) podcast, while SXM Media rose to #3 among publishers. The Mel Robbins Podcast entered the top 3, and Up First (NPR) reached #5, reflecting strong demand for self-improvement and news content. The Diary of a CEO climbed to #7 with over 13% growth in audio reach, while Cumulus Podcast Network surged to #9 with a 157% month-over-month increase. There is a plethora of information in Podscribe’s ranking reports. Much is available to non-subscribers of the Podscribe service. A couple of insights available: understanding the share of monthly impressions between audio and video; ad load by podcast and publisher. Remember, Oxford Road has found a relationship between ad load and performance. You can read all about it here.

Radio Still Reigns in UK

Podcasts continue to grow in popularity, but radio remains a powerful and trusted medium, particularly for brand building and mass reach. While younger audiences favor podcasts, older generations still engage heavily with radio, making it essential for advertisers to align their media mix with their target demographics. Both mediums offer unique strengths—radio excels in emotional connection and trust, while podcasts provide highly engaged, niche audiences. Rather than choosing one over the other, marketers should consider how both can work together to maximize impact. This article which looks at UK audio listenership makes the case that radio and podcasts are complementary. We agree.

Let’s Get Personal?

A new study by GumGum reveals that nearly half of North American consumers feel unfairly stereotyped by targeted ads, particularly those based on health and financial data. Consumers describe such ads as intrusive, frustrating, and even violating. Regulatory pressures, including GDPR and US state level privacy laws, are pushing advertisers away from identity-based targeting. Experts warn that missteps in personalized advertising can harm brand perception. CAOs, precise targeting can be a great tool when done well, but as this article points out, it comes with potential downsides. One key issue not discussed? Targeted ads rely on data that often sounds great in theory but is often imprecise in practice.

The Coolest Toothbrush Ever!

The name of the Brush Your Teeth game this week is quip! This ecstatic #STLR from The Filmcast podcast excellently substantiates the host’s love for the new quip 360 toothbrush with an ad oozing with personal endorsement praise. This longtime quip lover’s 4-minute demonstration establishes strong trust for the audience. It’s dynamic and even humorous, when discussing those squeaky clean teeth we all desire first thing in the morning. Better yet, sharing praise for the cool stylish design aspects of the quip 360 gives the host a sense of pride in his dental hygiene. This extensive testimonial, followed by simple, yet specific ad copy essentials, carefully constructed by the Oxford Road Creative Team, results in a well-delivered #STLR for our client.

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OXFORd In The News

Here Comes the Video Boom!

Have you checked out WARC’s Global Ad Trends Report yet? CAOs, take note of the great work Alex Brownsell is doing there. Podcasts have become a political powerhouse, playing a key role in shaping discourse. Yet, while podcast ad-spend still lags behind audio consumption, big brands have officially overtaken DTC as the top advertisers. Meanwhile, podcast publishers are betting on video as the next growth driver. The report addresses this looming video boom in podcasting. As Giles Martin, EVP of Strategy & Insights at Oxford Road, says: “2025 will be a pivotal year for the future of video podcasts.” Our team couldn’t agree more. What stands out to you? Let’s discuss.

If you’ve read this far, thank you!

The Influencer is a production from the team at Oxford Road.
If you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.

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Contact us at influencer@oxfordroad.com!