Here’s What We Learned: The Influencer Opens the 2024 Archives

Happy 2026! As the New Year kicks into high gear, it’s time to dust off the crystal ball and see what it might reveal about the media landscape this year.

Will we finally get standardized measurement? Will podcasters still pick video over audio? How should you navigate a seller’s market?

Find out as we make big, bold (and accurate) predictions for 2026. All on a new Media Roundtable: Special Edition.

Dan Granger (CEO & Founder, Oxford Road) welcomes back a stacked team of podcast nostradamuses:

• Hernan Lopez (Founder of Owl & Co & Wondery

• James Cridland (Editor, Podnews & Podcast Business Journal)

• Kyle Jelinek (VP, Client Services, Oxford Road)

• Neal Lucey (EVP, Strategy & Product, Oxford Road)

They’re talking: Audio’s Rise, Standardization (Finally!), Seller’s Markets, and more. Let’s dig in.

“ My prediction is: the buyer’s market has officially ended.” – Neal Lucey (EVP, Strategy & Product, Oxford Road)

Video Doesn’t Kill the Audio Star – Our first prediction is a move back to audio only for mid-tier podcasts. In short, the juice wasn’t worth the production squeeze for everyone. As a side prediction, video investment will increase for top shows, including in vertical podcast formats. Big opportunity for one of the major platforms to support vertical podcasts in 2026.

Measurement Standardization (Finally!) – This is the year for cross-platform standardization. We predict that 2 out of the 3 major podcast platforms will move towards standardization. Even bolder? We envision seeing some movement as early as Summer. In the meantime, if you share the dream of better measurement across all your podcast channels, keep making noise. It’s working.

Bargains in a Seller’s Market – We’re moving from a buyer’s to a seller’s market. As platforms fix measurement issues, brands will spend more and drive up prices. Two hedges against rising CPMs? 1. Lock in deals with your favorite shows early. 2. Look outside of the top 10% of podcasts. Programmatic buys on niche shows should be a strong value play in 2026.

Want more insights into what will surely be a pivotal year for the industry? Tune in to the full episode by clicking the link below.

The Classifieds

A Companion for Your Ears and Your Testing

Network: Companion Arts / Monthly Downloads: 55k

Welcome to 2026, a year for new habits, hobbies, podcasts, and more. To kick off this transformative era, we have two new networks to share, alongside some high-performing podcasts on their rosters. Our first podcast’s hosts are YouTube legends Mamrie Hart and Grace Helbig, who are intrinsically tied to comedy and food culture but have branched out into books, stand-up, and acting in recent years.
Their show is a mix of goofy banter, straight-from-the-heart moments, and constant conversations about recipes, restaurants, and all sorts of cuisine. Both figures operate under the “comfort creator” moniker and are often grouped with other LGBTQIA+ and left-leaning online voices based on content alignment. The target demo for this opportunity is chronically online millennials and self-improvement-minded women. This might get weird, or get wonderful results for Q1 testing, so click below to see additional details.

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We Don’t Need No Parental Guidance Here

Network: And, If / Monthly Downloads: 45k

True crime and History podcasts have a common goal: to tell a good story. Podcaster Chelsey Weber-Smith loves a good story, but they also love to find out why that story happened, who made it happen, and whether it will happen again. In that quest, American Hysteria was born, a podcast that works to understand the moral panics, urban legends, conspiracy theories, and misunderstood moments that drove normal people to their breaking point.
From the imagined horror of Bloody Mary to very real, obscure mobile game ads, Weber-Smith is fascinated by anything and everything outside the norm. The content is both well-researched and off-the-cuff, making for a great edu-tainment opportunity. Those who do well in female-skewed comedy offerings with an educational/literary foundation are highly recommended. No need for hysterics: the information you seek is available at the link below.

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In Case You Missed It

Pew Shares Stats on YouTube’s Dominance

A new Pew survey (5,022 adults) shows that only YouTube and Facebook reach a majority across all age groups. 80% of 18-29-year-olds use Instagram, compared with 19% of 65+. Half of 18-29-year-olds use TikTok daily, compared with 5% of 65+. Instagram is higher among Hispanic (62%), Black (54%), and Asian (58%) than White (45%). Threads, Bluesky, Truth Social at ~10% or less. This is why YouTube wins for video podcasts and creator content. Massive, cross-generational reach. Call it the Natural Law of Monopoly applied to media: audiences consolidate where scale, habit, and utility intersect.

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Have Podcast Ads Jumped the Shark?

Podcast consultant Dave Jackson warns that podcast advertising may collapse like 1990s banner ads. Every major host now offers dynamic ad insertion, flooding the supply. AI farms like Inception Point accept any CPM, undercutting creators. Podcast apps let listeners skip ads entirely. Shows are stretching episodes and cramming more ads just to maintain revenue, degrading quality. He predicts a shift toward premium subscriptions. Podload is a real issue, but let’s not get hysterical. Clutter exists, 100%. However, marketers still have tools to identify high-quality shows with lighter ad loads and real engagement.

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Video Killed The Video Star

MTV is not shutting down. Despite online rumors, the flagship MTV channel will continue operating. What is ending are several MTV-branded, music-only channels, which are being shut down as part of a broader network change. The move underscores how far MTV has shifted from its original music-video roots, with music programming now largely displaced by reality and entertainment content. Some of us have nostalgia for MTV music videos. But it’s not like music videos disappeared. You can still watch them anytime. YouTube or Vevo, anyone?

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#SaveTheLiveReads

Call Her Safe with SimpliSafe

Alex Cooper, host of the HIT podcast Call Her Daddy, doesn’t just read this SimpliSafe ad; she turns it into a full-on “Daddy Gang” moment, effortlessly blending humor, confidence, and just the right amount of self-aware paranoia in this week’s #STLR! From her opening line, it feels like your funniest friend urgently reminding you that safety is hot, especially when it’s AI-powered. Cooper clearly and playfully explains what makes SimpliSafe different: cameras that detect threats before someone gets inside and real monitoring agents who step in even if you’re asleep, without ever sounding salesy or overwhelming.
The mental image of intruders being confronted, spotlighted, and sirened into rethinking their entire life is both hilarious and genuinely reassuring. Alex’s pacing is tight and conversational, repeating key benefits just enough to make them stick while keeping the energy silly and engaging. By the time she hits the offer, it feels organic, like she’s letting the “Daddy Gang” in on a smart little secret rather than selling them something. Alex makes home security feel fun, relatable, and undeniably on-brand, which is why she’s earned our first honor of the year!

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What’s one podcast genre that’s successful for advertisers but is often overlooked?

Find out in a creator spotlight episode of Media Roundtable: Special Edition.

Dan Granger (CEO & Founder, Oxford Road) welcomes the co-hosts of the hit, faith-based podcast Girls Gone Bible, Angela Halili & Arielle Reitsma.

They’re talking: A Meteoric Rise, Brand Love, and Marketing with Faith. Let’s dig in.

“There’s no dollar amount that’s worth doing anything that goes against our core mission.” – Angela Halili (Co-Host, Girls Gone Bible)

By Popular Demand – Video had a large part in creating these podcast stars. After a messy first episode, Arielle and Angela decided not to scrap the whole recording. Instead, they released some of the best clips, which promptly blew up with 20M views. The unfiltered rawness on display connected with their audience and fueled a subsequent meteoric rise. Clips can reveal what audiences want. Podcasts are where creators deliver.

Only Promote What You Love – You know when hosts phone in the ads? Not on GGB. Arielle and Angela are so protective of their audience that they pick brands they love enough to promote them. This should be a must for your campaigns: work with engaged hosts. They’re the creators who maintain the highest audience trust.

Marketing with Faith – Recent ORBIT insights showed that the Faith genre is a strong performer, but lags in investment. Brands are growing more comfortable supporting faith-based shows, but some hesitations prevent further investment. That means there’s a fantastic opportunity for smart brands to invest before the market catches on.

Want more insights into an overlooked, overperforming part of the industry? Tune in to the full episode by clicking any of the links below.

The Classifieds

May Your Days Be Merry and Bright

Network: Cloud10 / Monthly Downloads: 15k

With Q4 drawing to a close, we’re soon entering the industry’s quietest period of the year. For those able to rest and reset ahead of a bright new year, now is the time to start planning for better, healthier habits. Our first classified has recently joined Cloud10, a network that merrily promotes female-focused shows, many of which are self-improvement-based. Host Grace Bithell, LCSW, spends each episode working through toxic examples of guilt, stress, and shame to help her listeners find their joy.

For those looking for honest advice from an industry professional with the levity of a casual conversation with a new friend, this scratches that itch. This is an excellent opportunity for advertisers in the Mental Health or Wellness space, or any DTCs that focus on self-improvement or efficiency. So head down to the link below to add a guilt-free test to your Q1 plans.

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Should Auld Acquaintance Be Forgot

Network: Acast / Monthly Downloads: 30k

While “doing more reading” was not one of the most popular New Year’s Resolutions, there have been many literary podcasts seeing performance boosts in 2025, especially with the rise of “Booktok”. Fiction-based work has seen sizable growth in recent years, which has led to the rise of our second offering. Sisters Nicole and Lexi have been hosting Fantasy Fangirls for several years, and in that time, they have covered series such as Empyrean, A Court of Thorns and Roses series, and the Kindred’s Curse Saga. The podcast has built an impressive online community through its imaginative show structure, sassy jokes, and genuine enthusiasm. For those who balk at the constraint of book clubs but love finding kinship with their fellow readers, this is a great middle ground. For advertisers who find success in male-skewed genres such as Leisure, this female-skewed opportunity offers balance and a chance to diversify your audience. One does not simply walk into Mordor, nor do they find information anywhere but the link below.

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In Case You Missed It

Retire the Word “Podcast”? No Thanks.

The Verge’s Andru Marino argues “podcast” has become meaningless in 2025 as video dominates. YouTube’s podcast tab now shows late-night clips, video essays, food reviews, and cable news alongside traditional audio shows. Marino suggests retiring “podcast” as an outdated term in her latest article, similar to “web series,” proposing we repurpose older terminology instead. We say no, thank you. In 2025, podcasts reached mass consumption. Like it or not, the term is going to stick around. People know what podcasts are, and one look at the comments on the article confirms it. Yes, the iPod no longer exists, but by the same token, we still call a phone a phone even though it is no longer attached to your wall… It’s time, however, to recognize that podcasts have evolved beyond audio. The trick is evolving our understanding and measurement to capture the differences in delivery.

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Podcasting’s Next Phase – Flexibility Will Be Key

Amplifi Media’s CEO Steve Goldstein declares podcasting has entered a new phase: the “Liquid Content” era. Following the intimate “MeUndies Era” (~$750K industry revenue), the investment-heavy “Spaghetti-Against-the-Wall Era,” and the “What Is a Podcast?” identity crisis, content now flows freely across YouTube, clips, newsletters, livestreams, and events. Goldstein has been involved since the beginning, so if he says we’re in a new phase of podcasting, he’s probably right. The key implication, as noted above, is that as podcasting continues to evolve, it may become harder to fully measure performance across new platforms. That said, this industry has a way of adjusting. If you want a virtually foolproof measurement, consider a HDYHAU survey with a second layer that captures specific podcast titles. We can help you set it up.

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The Drama is Over: Howard Stern Renews with SXM

Howard Stern announced a new three-year deal with SiriusXM through 2028 on his final show of the year, ending months of speculation after reports suggested the platform might not renew his previous $100M/year contract. Terms of the new “more flexible schedule” deal weren’t disclosed. There was a lot of buzz this summer about whether Stern’s run at SiriusXM was coming to an end. While we know he’s sticking around through at least 2028, this might be the last long-term contract for Stern, given he’s in his 70s. It’s good news for Stern, SiriusXM, and advertisers who’ve continued to see real performance from his host-read ads.

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#SaveTheLiveReads

A Stoic Take on Giving That Works

As the year winds down, this #STLR from The Daily Stoic is a timely reminder of why one of our advertisers, GiveWell, matters. Host Ryan Holiday starts with a very stoic question: “What are you actually going to do about it?” His read for the philanthropic-focused brand works because it is not preachy; It’s practical, empowering, and grounded in real impact. It also highlights GiveWell’s 18 years of research, its massive donor trust, and Ryan’s personal contributions every year. In a season focused on meaningful gifts and real outcomes, the message lands perfectly: generosity can be intentional and effective, turning good intentions into action that genuinely saves lives. This is a personal endorsement at its best, and is guaranteed to inspire even the stingiest of Scrooges this holiday season. Listen to this final gift of a read at the link below.

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Does video perform better than audio? That is a question the market has been trying to answer for years, especially now that many podcasts feature video.

The industry has pivoted hard to video. It offers massive scale and new discovery opportunities. But for years, we’ve operated inside a measurement “black box,” forcing marketers to assume that a YouTube view is worth the same as a podcast download.

We now know that assumption is potentially costing brands millions.

In this Media Roundtable: Special Edition,  Giles Martin (EVP, Strategy & Insights, Oxford Road) welcomes Pete Birsinger (CEO & Founder, Podscribe) to reveal the results of our industry-first report, “Re-Thinking YouTube: Why Your YouTube Ads Are Converting 25% Worse Than Audio.” After analyzing over 1,000 campaigns across 100+ brands, the data has revealed a shocking performance gap.

“The biggest unlocker of revenue is some way to measure the host-read embedded ads on YouTube.” – Pete Birsinger (CEO & Founder, Podscribe)

Pete and Giles are talking: The Black Box, Smart Methodology, and Lean-In Audiences.

The Classifieds

TL;DR:
It’s a Classified

Network: Big Little Media / Monthly Downloads: 155k

Podcasts, like birds, migrate during Q4, and this year is no different. This week, we have two top-performing podcasts with new networks that may still be available for rebooks. Our first is a brilliant melange of comedy, news, and internet hijinks. Hosts Ricky Hayberg and Eliot Morgan> cover a mix of global, national, and internet news, often peppering in their own brand of witty critique and bold reporting.

This is a video-heavy show with strong content alignment with similar nerd-driven YouTube channels, such as Funhaus and GameGrumps. Their content attracts a loyal, engaged audience of high-value consumers seeking effective updates on trending topics. They have amassed many DR advertisers with a strong male demo and a penchant for efficiency. Don’t allow a lag in your decision; sprint through your backlog by clicking below.

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Your Download For the Cultural Trends of Today

Network: Nativ.ly / Monthly Downloads: 50k

Creativity doesn’t have a strict standardization and is therefore a boundless topic of conversation. Sam Fragoso knows this well, as the idea fuels his long-running podcast, Talk Easy with Sam Fragoso. As a writer and cultural critic, Fragoso has explored complex ideas around the human condition for over a decade, and in his sit-down interviews, he deconstructs that creative process with a wide variety of industry professionals. Whether waxing poetic about The New Yorker’s 100th anniversary or walking through the production of a director’s new film, Fragoso creates welcoming, curious spaces for his listeners, and they happily walk through them. This has become an efficient top performer for several internal clients, especially those looking for a consumer base interested in high-end DTC products. Put the pen to paper, or the arrow icon on the link below, and learn more about this key offering.

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In Case You Missed It

Programmatic Audio: It’s the Next Big Thing

Madison & Wall projects digital audio will capture $1.2 billion of the $36 billion US programmatic market in 2025, with programmatic representing 73% of all open web transactions. Programmatic automation in audio is forecasted to climb from 22% in 2025 to 46% by 2030. eMarketer projects that 183.3 million of 239.6 million US digital audio listeners will be ad-accessible by 2026. iHeartMedia recently joined Spotify and SiriusXM in selling inventory through Amazon DSP. Madison & Wall is more conservative than eMarketer’s $2.3B forecast. Go figure, eMarketer is known to be optimistic. Either way, programmatic still represents only about 10–20% of digital audio spend, which says we are still in the early stages of growth. That will change, as access to inventory expands. If you want to enter this space, talk to us. We have the experts.

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Podcasting’s Adult Years

Edison Research Share of Ear Q3 2025 shows podcasting’s median age has jumped to 39, up from 34 in 2023 and 29 in 2017—a “10-year increase in just eight years.” Biggest growth came from the 45-54 and 55-64 demos. Podcasts now hold 20% share of ad-supported audio vs. AM/FM’s 64%. 2025 is the year Edison Research showed podcasting hitting 55% in monthly consumption, helped by a broader definition that better captures video. It stands to reason that the median age would rise as well. As the podcasting tent gets bigger, there are more opportunities to reach a wider range of demographic segments, including older listeners with significant disposable income and purchasing power.

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Podcast Ads Reward Smart Buyers

Acast reports 41% Q3 sales growth driven by big brands like Capital One and Coca-Cola flooding into podcast ads. Startups are struggling to compete. One brand (Asset) spent $60K on podcast ads with poor conversion on large shows, but found that smaller niche shows delivered better ROI. Acast CEO Greg Glenday admits the core problem: “Everybody is interested in podcasting ads, nobody has gone all the way in because it’s hard to buy and measure the ads.” If you’re a marketer working through a holdco, then yes, podcasting might be hard to buy and hard to measure. That’s not the case for specialist agencies that live in this space. Don’t overlook the insight that smaller shows often outperform big shows on ROI. Just don’t misinterpret it as a strategy to only buy niche shows. If you buy small, you’re likely to stay small.

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#SaveTheLiveReads

A Wickedly Good MasterClass on Ad-Reads

Hollywood is abuzz about this week’s #STLR from Tactful Pettiness hosts Cody Rigsby and Andrew Chappelle, turning what could be a standard ad into an engaging, story-driven moment perfect for MasterClass. By opening with a personal, glamorous anecdote about attending the Wicked: For Good premiere, the listener is instantly hooked. This cultural moment connects that sense of access and aspiration to what MasterClass offers, making the transition feel organic rather than salesy. The tone is conversational, curious, and confident, with genuine enthusiasm that comes through in thoughtful name checks of instructors like Shonda Rhimes, Martha Stewart, Kris Jenner, and Annie Leibovitz. Key product details, pricing, flexibility, variety, and guarantees are delivered clearly without disrupting the flow, while the call to action feels friendly and on brand rather than scripted. The ad’s common theme is authenticity, energy, and trust, making it possible to learn from the biggest and boldest names in showbiz and beyond!

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OXFORd In The News

Oxford Road Reveals That “OGs” Dominate New Podcasts In Ad Performance

Last week, we released our ORBIT Top 15 Performing OG Podcasts report, and the industry is taking notice. Outlets including Sounds Profitable, Podnews, Podcast Business Journal, and Podcasting Today are covering how ORBIT continues to challenge conventional wisdom about podcast advertising. This month’s rankings reveal that shows launched before March 2020 (before the podcasting gold rush) consistently outperform newer shows in driving ROI. In fact, 75% of today’s top performers launched before the pandemic, and OG shows carry a 12% efficiency premium thanks to multi-year listener relationships that newer entrants simply can’t replicate. The findings span 9 different genres, proving once again that there’s no single winning category, only shows that have built high-trust environments over time. For advertisers still chasing the latest celebrity launch or chart-topper, the data offers a clear message: execution outlasts hype. To see which veteran shows are delivering the strongest advertiser results, check out the full ORBIT Top 15 Performing OG Podcasts list here

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Understanding The Science Behind What Makes a Radio Ad Stick

Our award-winning podcast Ad Infinitum is making waves beyond the podcasting world. Radio Ink picked up the latest episode, “Human Hacks,” featuring best-selling behavioral science author Richard Shotton, and transformed it into a deep dive on the science of audio persuasion. The piece explores Shotton’s insights from his book Hacking the Human Mind and how Oxford Road’s Executive Creative Director, Stew Redwine, applies them to audio advertising. The takeaway? Abstraction is the enemy of memorability. As Shotton explains, people remember just 9% of abstract phrases but 36% of concrete ones, a fourfold difference that makes or breaks audio creative. It’s why Red Bull says “gives you wings” instead of “gives you energy.” For advertisers looking to understand why some audio ads stick while others dissolve on-air, this is required listening. Check out the full episode here.

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