This Week’s Influencer: Hala Shares How to Make Ads Work; ORBIT’s Latest Take Flips Q1 Planning Script; Podscribe Cracks Incrementality; & More

Podcasts walked the red carpet, won the awards, and settled into your living room. So, where does the industry head next? Find out on a new Media Roundtable: Industry Edition.

Stew Redwine (Executive Creative Director, Oxford Road) breaks down the biggest stories with fellow audiophiles:

• Bart Roselli (EVP Media, Oxford Road)

• Courtney O’Connor (Director, Podcast Media, Oxford Road)

• Giles Martin (EVP Strategy, Oxford Road)

The team is talking: The End of Ads, PodFraud, the Living Room Podcast, and more. Let’s dig in.

“ Is it the end of ads? No, but I do think that it’s potentially an end of an era.” – Courtney O’Connor (Director, Podcast Media, Oxford Road)

The End of Ads? – It sounds like a sensationalist take: could podcast ads see the same collapse as ‘90s banner ads? No, but at a minimum, guarding against increasing ad load is smart business (Podcasting was dragged for its ads during the Golden Globes). No one wants podcasts to become burdened with ads like radio. Marketers, check the ad load of your shows, and reward the networks who are keeping the percentage low.

PodFraud – We have two cases of advertising rule-breaking this week, but remember, fraud is an arrow. It points to value. Take the pay-to-play scandal in India, where people pay $15-30k to be a guest on a show: the value of the show has to be many times higher to justify the risk. On another note, if there’s a business for someone to strip out the ads and resell the shows, that’s a problem, but this points to the bigger issue of rising podloads. Again, the industry needs to manage ads or risk audiences opting out. In the meantime, marketers must work to make their ads compelling enough that no one would skip them. (Stumped? We can help.)

The Living Room Podcast – YouTube says couch podcast viewing hit 700M hours in October 2025. Giles’ rough math says that’s ~4% of CTV viewing, a staggering number. There’s one thing we don’t know: exactly how attentive is the watcher? Couch podcasts could be a source of active engagement, or background noise that might not even have someone in the room listening to it.. Our POV: if you can measure well, kick the tires on a campaign. Then you’ll know if the results justify the CPMs.

Want more insights from the forces shaping the industry? Tune in to the full episode by clicking the link below.

The Classifieds

Nothing to Fear But the Laughs Yet to Come

Network: Daylight Media / Monthly Downloads: 360k

Finding a podcast that’s hosted by a single online personality is hard to come by. Finding one hosted by four is an extreme feat. The combined following of this offering’s hosts (Hasan Piker, Will Neff, Austin Show, and QTCinderella) totals 6.5 million subscribers and includes a strong Gen Z and Millennial demographic. Though these content creators have different interests and backgrounds, they always connect over their long-term friendships and experiences with one another.
In their shared podcast from Daylight Media, topics often skew on the lighter side, including internet discourse, pop culture coverage, off-the-wall humor, and recaps of their lives in the spotlight. They also boast a strong guest lineup that contributes to a robust social presence and constant viral moments. Those who are looking to find a highly informed demographic of young professionals, or an LGBTQIA+ audience segment, are strongly recommended to test. Have no fear, the link below is here, so click below.

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This Phenomenal Woman is Fighting For Her Place on the Charts and in Your Heart

Network: Lemonada Media / Monthly Downloads: 30k

Reshma Saujani is an inspirational phenomenon: activist, author, non-profit founder, CEO, lawyer, and now podcast host. While her background is centered on computer science and the American political landscape, her chart-topping podcast delves into a more personal avenue: being a middle-aged woman. Women are underrepresented in many industries, artforms, and political arenas, even though they make up 50% of the US population.
While the most popular podcasts tend to be male-led, the intimacy of audio offers resources and community building for all that cannot be beat. Saujani talks to guests about the nuances of being an older woman, whether it’s regarding common experiences around careers, health, religion, or more specific topics like relationship advice and confidence building. Advertisers looking for the coveted older female demographic are in luck, as this has become a top-performing opportunity for similar clients. There’s nothing “so-called” about this amazing opportunity: find out for yourself via the link below.

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In Case You Missed It

From Earbuds to the Golden Globes – Podcast Goes Hollywood

Good Hang With Amy Poehler (Paper Kite Productions/The Ringer) won the inaugural Golden Globe for Best Podcast on January 11, 2026. Other nominees (selected from an extremely short list of just 25 shows by Golden Globe’s data partner Luminate): Armchair Expert, Call Her Daddy, Smartless, The Mel Robbins Podcast, and NPR’s Up First. During her acceptance speech, Poehler joked about “celebs phoning it in” to the medium. Yes, the Golden Globes took shots at podcast ad load, something we’ve flagged before. But let’s be clear: podcast ad load is still relatively light, especially compared to TV and radio. The important point is recognition. Podcasts are now being treated on par with film and TV. That matters for brands and the industry.

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 AI Recommendations ≠ Smart Media Buying

Frank Racioppi of Ear Worthy tested AI recommendation systems and found they systematically exclude independent podcasts, returning only network shows like Joe Rogan and Crime Junkie unless users explicitly push the prompt for “independent podcasts.” He called on industry leaders to address the bias and published Ear Worthy‘s own curated indie podcast list as a workaround. AI can help with podcast discovery; however, recommendation systems default to scale and familiarity, which favors bigger shows unless users know what to ask for. For marketers, that means AI-only discovery may push you toward higher-demand inventory. This is where expert-led curation still matters. Rankings like Oxford Road’s monthly ORBIT list help surface shows that actually perform, not just those with name recognition.

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Pierre Robert: A Voice That Lasted Before AI & Algorithms

Coleman Insights posted a heartwarming tribute to Pierre Robert, a longtime DJ on Philadelphia’s rock station WMMR, who passed away on October 29th, after 44 years on air. Sam Milkman reflects on what made Pierre iconic: his beyond-authentic personality shaped by counterculture influences, love for the art form, clarity of purpose, his own vocabulary (“Great Day in the Morning,” “citizens”), and a willingness to break rules while staying true to his principles. The piece asks whether radio can still nurture “truly unique, multi-faceted, and imperfect” personalities in an AI era. Pierre’s lesson applies directly to creators and brands alike. People who build 44-year relationships don’t follow playbooks, algorithms, or best practices. They follow passion, develop a distinct voice, and break rules without breaking principles. For marketers looking for “authentic creators,” this tribute is a reminder that authenticity isn’t optimized, scaled, or manufactured. It’s built over time, and it’s worth protecting in today’s media landscape.

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#SaveTheLiveReads

Health Panic Solved the Funny Way with Zocdoc

Listen up as IHIP Podcast hosts Jennifer Welch and Angie “Pumps” Sullivan line up their Zocdoc live read in the sweet spot of being hilarious, relatable, and genuinely helpful. These gals open with a perfectly chaotic confession we’ve all lived: spiraling into a doom scroll of self-diagnosed symptoms online, jumping between TikTok, AI, and panic. It’s instantly engaging and sets up the perfect pitch for Zocdoc’s real-world solution.

Their personal story about moving from Oklahoma City to New York adds authenticity and positions Zocdoc as not just helpful, but as a lifesaver during big life changes. The tone is casual and approachable while delivering instead of sounding like a product rundown. The read feels like a trusted friend saying, “Hey, I’ve been there. This actually works.” The clear call to action and clever reminder to stop putting off doctor appointments tie it all together, making this a stellar, standout example of how to turn personal experience into listener motivation.

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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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