UK Podcast Ads Overtake TV, Apple Podcasts Video Impact, & More

About this episode

This episode discusses the rise of podcast advertising in the UK, the impact of video on Apple Podcasts, and insights from recent industry studies.

Register here for the Trust and Attention: Why Sports Media Wins (And How Brands Prove It) webinar! Today in the business of podcasting: New data from the 2026 UK Advertising Landscape Study shows podcasting already reaches more 18-to-34 year olds in the UK than broadcast TV, challenging the assumption that podcasting is a niche channel for media planners targeting younger audiences. A case study from Primary Technology shows that publishing video episodes on Apple Podcasts roughly doubled plays and grew engaged listeners from 707 to 1,072, with no measurable cannibalization of the show's YouTube or audio-only audiences. Radio station groups once expanded into local CTV sales by leveraging their existing relationships and advertiser trust — a move that never happened for digital audio, despite targeting and measurement that now rival video in quality. The IAB projects U.S. digital video ad spending will reach $81.9 billion in 2026, an 11% year-over-year increase, with 54% of marketers shifting budget away from broadcast TV and 23% pulling from digital audio. A new white paper from Magellan AI and True Native Media argues that adding podcasting to a broader audio plan extends…

People in this episode

Host: Bryan Barletta

Topics covered

• podcasting
• advertising
• digital media
• video content
• market trends

Keywords

• podcast ads
• UK advertising
• Apple Podcasts video
• digital audio
• market research

Mentioned in this episode

Organizations: Apple Podcasts, Primary Technology, IAB, Magellan AI, True Native Media

Places: UK

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