The report surveyed guests at Oxford Road’s 2026 CAO Summit, as well as other brand experts. The respondents–which include three of the top 10 podcast spenders–represent hundreds of millions of dollars in spend.

The survey’s results were surprising: Though the brands we surveyed have invested heavily in podcasting, audio, and creator media, they’re frustrated by obstacles such as high ad loads and operational complexity. And many are wary of unreliable measurement, particularly when it comes to video podcasts. As a result, we estimate as much as $1.15 billion is being held back from video podcasters alone.

The good news is that these brands remain devoted to the medium–as evidenced by their passionate responses to our questions. We asked about everything from buying habits to measurement methods to AI usage. We also asked perhaps the most important question of all: What would it take for you to spend more on podcasting, audio, and creator media? 

Read on to find out what brands want from the industry–and to get our own thoughts on where podcasting, audio, and creator media go next.