There’s a certain buzz you feel walking into Podcast Movement. This year, at the Gaylord Texan Resort, it wasn’t just about audio anymore. It was about everything that surrounds it: video, social, live experiences, and the technology making it all possible.
For AdsWizz and SiriusXM Media, this was our moment to show how far podcasting has come and where it’s going next.
Powering the Future of Multichannel Podcast Networks
On Tuesday morning, Anne Frisbie, SVP, Global Enterprise Business at AdsWizz, joined Gabe Tartaglia, VP, Sales Podcasting & Satellite at SiriusXM Media, and Josh Weinstein, Co-Founder and CEO of Sonoro. The conversation cut right to the core of what everyone in Dallas was feeling: Podcasting is no longer just audio. Listeners are finding their favorite shows on YouTube, sharing moments on TikTok, attending live tapings, and subscribing to bonus content.
From Audio-Only to Video and Social Integration
Gabe spoke candidly about what this shift has meant for SiriusXM Media. They had to rethink their go-to-market strategy, build ad products for video and social media, and invest in studios designed for creators who are visual-first. Josh described Sonoro’s role as bridging creators with Fortune 500 brands, giving talent the tools to scale without losing their voice. Anne underscored AdsWizz’s responsibility to evolve alongside creators, pointing to Simplecast’s new YouTube integration and expanded analytics as just the beginning.
The honesty in that session was refreshing. Agencies are still siloed, with audio and digital teams separated, and the industry is learning in real time how to sell across platforms. But there was no mistaking the momentum. As Anne put it, “Audio plus YouTube equals a greater good.”
From Casuals to Superfans: How Katie Nolan Built a Podcast for Every Sports Fan (and Brand)
That afternoon, the spotlight turned to Katie Nolan, Emmy Award–winning sports personality and host of the podcast Casuals, who reminded us why storytelling is still at the heart of this medium. In a Q&A moderated by Marissa Rives, Senior Director of Sports Podcasts at SiriusXM Media, Katie explained that her show resonates not because it is about sports, but because it is about people who happen to like sports “a normal amount.” She described how blending culture, humor, and heart creates deeper connections than stats or play-by-play commentary ever could.
Why Trust and Authenticity Drive Brand Success
Katie also gave brands in the room a bit of a masterclass. Integration works best when it feels like part of the conversation, not a billboard dropped into it. Her fans trust her, and that trust extends to the brands she chooses to partner with.
How Brands and Agencies Are Adapting to Podcast Growth
Some of the most revealing conversations happened outside the mainstage. In our private meeting spaces and at events like the publisher dinner hosted by Anne Frisbie, the themes kept circling back to one thing: relationships.
Breaking Down Agency Silos in the Creator Economy
Agencies may be wrestling with structure, but clients themselves are more hands-on than ever. They are eager to collaborate directly with hosts, looking for true brand integration. As Josh from Sonoro put it, “The magic happens in the green room.” That idea resonated everywhere I went. Growth in this industry is being driven not just by technology, but by trust built through face-to-face interactions.
Not a Breaking Point, but a Breakthrough for Podcasting
The takeaway was clear: Podcasting is not at a breaking point. It is entering a new chapter with more scale, better ROI, and a lower barrier to entry for brands. The upcoming SiriusXM Media Podcast Trends Report will provide clearer insights into how to future-proof campaigns, giving brands a roadmap to stay ahead of shifts and make smarter advertising decisions. For those investing in podcasting, it will be a must-read resource.
Podcast Advertising Trends to Watch in 2025
A few themes rose above the rest in Dallas:
- Multiplatform podcasting is the new normal: Creators are building across audio, video, social, and live events, and the tech is finally catching up.
- Authenticity drives advertising success: Listeners reward hosts who integrate brands naturally into their storytelling.
- Agencies must evolve: Buyers are still siloed, but clients themselves are increasingly hands-on and eager for direct partnerships.
- Global scale is accelerating: Advertisers are no longer thinking in single markets but across borders.
- Debates will continue, but growth is certain: From measurement to distribution, there are challenges, but the trajectory is upward.
Closing Thoughts on Podcast Movement 2025
Podcasting has become a cultural force. But at its core, it’s still about connection: creators and fans, brands and audiences, technology and storytelling.
For AdsWizz, the work and excitement lie in building the tools that strengthen and make those connections more meaningful. Coming out of Dallas, it’s clear to me that the next chapter of podcasting will be bigger, bolder, and more global than anything we’ve seen before. And I’m proud that we have a hand in shaping it.
Looking to grow across platforms, reach new audiences, or sharpen your brand’s story? Let’s talk.
