I lost count of how many people told me, “This year feels different.” They were right. The Podcast Show London 2025 didn’t just feel bigger. It felt more certain. Podcasting is no longer jockeying for relevance. It has claimed its place at the center of global media conversations.
From presenting Infinite Dial UK 2025 with Edison Research to the incredible conversations across the floor, it was clear how quickly this industry is evolving. AdsWizz’s Rowan Hamil shared sharp insights during the Brands & Advertisers panel, and Anne Frisbie brought valuable perspective in Podcast Programmatic Buying: What’s Changed and Where the Future is Headed. For brands, agencies, and publishers, now is the time to act.
Want a glimpse of what it felt like to be there? Watch this highlight reel from our time at Podcast Show 2025.
Here’s what stood out to me and why it matters for where podcasting is going next.
1. Podcasting Has Moved Into the Mainstream
The Infinite Dial UK laid it out clearly. Nearly 90 percent of UK adults now know what a podcast is. More than 33 million people have listened to one. Crucially though, monthly podcast consumption has jumped from 41 percent to 51 percent since 2021.
That is not just growth. It is full adoption. Podcasting has gone from an emerging channel to a daily habit. The brands that still see it as experimental are missing the bigger picture. This is no longer a niche format. It is part of the mainstream media diet.
2. Programmatic Podcast Buying Is Already Here
During AdsWizz’s panel on the future of programmatic buying, I didn’t hear questions like “why programmatic” or “is this scalable.” I heard case studies, best practices, and smart discussions around optimization and audience targeting.
We are seeing programmatic become the norm, not the alternative. Advertisers are using dynamic creative and real-time signals to build campaigns that perform. At AdsWizz, we work with brands every day that want to pair innovation with control. That is exactly what programmatic offers.
3. Podcasts Are Becoming Visual and Changing the Game
Podcasts today are something you watch, share, and experience—not just listen to.
This one surprised a lot of people. Nearly half of UK podcast consumers now watch podcasts as well as listen. That means the podcast format is no longer just about audio. It is about storytelling across screens and platforms.
The smartest brands are thinking in visuals as well as voices. They are creating campaigns that live across audio feeds, video clips, and social platforms. That is where engagement is heading, and podcasting is meeting the moment.
4. Discovery Is Expanding Across More Channels
Podcast discovery used to be a top charts game, only through whichever App the listener used. Now it happens in the scroll, the feed, the inbox, and the friend group. It is nonlinear, unpredictable, and packed with potential.
This means content needs to be built for adaptability. Can your show or your campaign stand out on social? Does your creative grab attention in six seconds? Are you present where listeners spend time? These are the questions that will shape how shows grow and how ads connect. But let’s not lose sight of the fact that podcasting is still very much an audio-first medium.
5. The Real Power Lies in the Data
Smarter data is turning audio from a content format into a business strategy. Pictured here: Ollie Chadwick, Regional Director, UK & Ireland at AdsWizz.
I kept hearing one theme at the show. Brands want to know what is working and why. It is not enough to launch campaigns. They want proof. They want insights. And they want action.
That is where podcasting shines when done right. At AdsWizz, we see what happens when brands use advanced analytics and attribution to shape smarter campaigns. Data turns podcasting from a creative channel into a strategic one.
Rowan Hamil’s panel underlined this shift toward outcomes-based audio advertising. She highlighted the growing adoption of contextual targeting, which now accounts for 60 percent of all targeting on AdsWizz. With technologies like AI-powered transcription and predictive audiences, advertisers can deliver more relevant messages without relying on intrusive tracking. Tools like Synthetic Voice Ads are also lowering barriers for small businesses to enter the space.
So, Where Do We Go From Here?
The Podcast Show London 2025 was more than a celebration. It was a signal. This industry is scaling up. The stories are getting bigger. The tech is getting smarter. The audience is growing deeper. For me, it confirmed that this is a space where creative and performance live side by side. Brands are becoming bolder. Listeners are more engaged than ever. And the opportunities are wide open.
I am proud that AdsWizz is not just showing up at this moment for podcasts. We are helping to shape it. If you’re thinking about what’s next for your brand in podcasting, the time to act is now. The future is already unfolding—and those who lead will define it.
- Curious about how your brand can run smarter podcast campaigns or tap into the power of programmatic audio? Let’s talk!
- Don’t forget to download The Infinite Dial UK 2025.
By Ollie Chadwick, Regional Director, UK & Ireland
