This Week’s Influencer: Dismantling the Black Box of Video Measurement, Programmatic’s Rise in Popularity, ORBIT’s Making Waves, and More…

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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Video podcast wars, reaching critical masses, or radio’s reckoning… or reinvention: what was the biggest story of 2025, and how will it shape 2026?

Find out as we look back on all the major news stories of 2025 in a new Media Roundtable: Industry Edition.

Dan Granger (CEO & Founder, Oxford Road) breaks down the stories that shaped the year with fellow audio luminaries:

• Hernan Lopez (Founder of Owl & Co & Wondery, former CEO of Fox International)

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

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

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

The team is talking: Video Everything, Critical Mass, and Radio’s Next Act. Let’s dig in.

“ Video is definitely the big story for 2025.” – Neal Lucey (EVP, Strategy & Product, Oxford Road)

Video Podcast Wars – While YouTube still holds the crown, Spotify and Netflix came for it in 2025. We don’t know who will rule video next year (okay, probably still YouTube), but advertisers can’t ignore the video part of podcasts. Measurement is messier, but 100% doable. It’s time to get off the sidelines, and for the industry, we need to count impressions the same way. No more random combinations of views/downloads/instant plays/vibes. Standardize measurements to create confidence and growth.

Critical Mass – 73% of Americans have consumed a podcast. This is proof that our little industry’s all grown up. But James says the important number is 773, as in 773 million podcast hours consumed each week. Going from 73% to 100% is harder and less fruitful than increasing consumption. In 2026, industry expansion will come from both deepening relationships with existing deals, while expanding reach.

Radio’s Reckoning – Radio remains a contradiction. It’s still shrinking (~1% a year), and it’s still big (74% of audio use in cars). It has a massive reach, but the median age is ~59. This year saw Nielsen juicing ratings, local radio scoring in trust, and Tesla planning to drop FM from lower-priced models. Still, we think Radio is more overlooked than overrated, making it a smart channel for advertisers to invest in.

Want more insights from what was a wild year for the industry? Tune in to the full episode by clicking the link below.

Your Monthly ORBIT Report – Dec 2025

This month, we used ORBIT (Oxford Road Benchmark Intelligence Tool) to analyze the staying power of the “OGs.” We looked exclusively at podcasts that began publishing before March 2020 to see if “new” really means “better.”

The data suggests otherwise. Big congrats to our top performers: #3 Monday Morning Podcast, #2 Explain It to Me, and #1 Critical Role.

While the industry often chases the latest chart-toppers, ORBIT reveals that long-term loyalty is where the ROI lives. Here are a couple of quick insights:

• The Brand Tax Is Real: Buying fame is expensive. We found a massive efficiency gap between high-profile “celebrity” shows and niche fan favorites. One major brand-name show costs nearly 19x more per drop than our #1 performer, yet delivers lower conversion results. Smart buyers stop paying for the host’s name and start paying for the host’s relationship with the listener.
• Execution Outlasts Hype: 75% of today’s top performers are OGs. Their success isn’t due to the “heat” of their genre; it comes from years of consistent development. These shows carry a 12% efficiency premium over newcomers because they have built a defensive moat of listener loyalty that new entrants can’t replicate quickly.

For the full December ORBIT Rankings and Insights, check out our newest report here.

The Classifieds

Your Honor, Let Her Cook

Network: TMG Studios / Monthly Downloads: 30k

It is the tail end of the Decade of the Female Lawyer, a historic period in which women overtook men in law school admissions and enrollment. In this period, social media adoption has skyrocketed, and at that intersection sits lawyer and TikTok creator Reb Masel. Masel is a practicing attorney and author who will join TMG Studios in 2026 to launch a video-forward podcast. Each week, she details crimes and precedent-defining court cases. The stories are unbelievable and perfectly bolstered by Masel’s succinct coverage. Though Masel is sure to say her show doesn’t provide personal legal advice, some of the information she details could someday come in handy. Advertisers focused on personal/network security, or on legal representation, are highly recommended, as are female-skew Gen Z DTCs. The burden of proof will be fulfilled once this show premieres, but to file a motion, click the link below.

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Self-Care Never Goes Out of Style

Network: AMP House / Monthly Downloads: 60k

Our selection isn’t new, but it is part of a new network launch. Host Dr. Alison Cook is an accredited therapist who combines her acumen and expertise with spiritual wisdom to offer a nuanced perspective on self-care. This framework offers a more holistic perspective on growth and healing while providing a safe, intimate space for self-discovery. Recent episode topics have included pattern recognition in negative thinking, the abject downside of people-pleasing, and building tools for anxiety relief. Dr. Cook is an extremely appealing host with a warm disposition, and this carries over to her ad reads for a perfect blend of information and warm sentiment. Over the years, the show has amassed multiple female-skewing top performers across a wide array of categories, all of which include a strong consumer base with a high household income. Be your best self by clicking below for more information.

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In Case You Missed It

Creator Content Serves Results on TikTok

TikTok reports creator-led content drives 70% higher clickthrough rate and 159% higher engagement vs. non-creator ads for the same CPM. The average skip time for influencer content is 17.8 seconds, compared with just 7.9 seconds for traditional branded content. However, 64% of consumers distrust influencers who don’t disclose brand relationships. Another data point to give marketers confidence: creators drive results, even if this source has a vested interest in saying it. The other part that matters is consumer expectations. Great news for creators, but transparency is the safe path. Better to disclose upfront before you damage your brand’s reputation.

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ChatGPT Wants to Be in Ad Sales?

Code discovered in ChatGPT’s Android app reveals references to “search ad” and “search ads carousel,” signaling imminent advertising despite CEO Sam Altman previously calling ads a “last resort,” with OpenAI posting a job listing for ad infrastructure in September. While ChatGPT’s massive user base and high-intent queries present opportunities, introducing ads risks reducing user trust levels (currently 67%+ trust the information provided) and driving users to ad-free alternatives if integration feels intrusive or diminishes response quality. We already know AI is reshaping search. If ChatGPT starts taking ads, brace yourself for a period of disruption. Marketers who rely on capturing demand will feel it first. The safer move is to create demand, with audio, for example, so you are less exposed to whatever happens to the SERP or an AI-driven results page.

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2026 Ad Outlook: Ask Again Later

WARC’s Voice of the Marketer report (1,000+ respondents) finds optimism cooling for 2026, with 59% expecting improved conditions, but only 19% anticipating higher budgets. Short-termism concerns have spiked from 25% (2022) to 55% today. Budget-squeezed marketers are prioritizing performance marketing (42%) over brand-building (29%), which WARC warns could fuel a “doom loop” of faulty metrics and diminishing returns. We expect podcasting to be a seller’s market in 2026, but the broader ad outlook is less clear. WARC’s data shows what happens when budgets tighten: performance gets protected and brand-building gets cut. That shift may seem rational, but it carries risk. Over-prioritizing performance makes it harder to drive future growth.

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#SaveTheLiveReads

Random Acts of Kindness Are on the Upside This Holiday Season

If you’ve ever felt inspired by the holiday merriment to do good, you’re in great company with TK Lawns. TK wins over his YouTube audience with his FREE lawn care services and now offers the best cashback recommendations with Upside. In between comedic “vrooms” of his lawn tools, they keep it real, relatable, and visually interesting. Right from the start, they tap into a universal truth: the holidays are expensive. So the promise of real cash back on things they’re already buying? Instantly compelling. His tone is relaxed and trustworthy, like a friend giving you a money-saving tip, as well as how they use the Upside app every time they fill up their truck. The breakdown of how the app works is clear and approachable, and their emphasis on no weird points, just real cash back, helps eliminate any listener hesitation. It’s helpful, it’s honest, and it’s perfectly timed for listeners who want to save during the spendiest season of the year. Some could even say they can look forward to the TK random act of kindness best with these cashback specials!

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