Keys to 2026: Navigating a Seller’s Market, Standardized Measurement, and Going Vertical

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.