The Expanding Definition of "Open" in Podcasting: A Bright Future for Creators

Good morning London! It's a pleasure to be here at the heart of the podcasting community, and a privilege to talk about a future I believe is incredibly bright for creators. Central to that future is understanding how the definition of being "open" in podcasting is expanding.

For over a decade, Acast has championed creator independence within an open ecosystem. We believe creators should be able to reach audiences everywhere, without barriers. RSS technology was the initial enabler of this, and our commitment to an open podcasting ecosystem has put real money in creators' pockets – over $470 million to date. We empower true ownership, ensuring creators retain control over their content, audience, and monetization strategies, while keeping their IP and making choices about distribution.

The Evolving Landscape: Video and Niche Content

It wouldn't be a podcast discussion in 2025 without mentioning the "V" word: video. Our 2025 report reveals that over half of Americans consume podcasts weekly, encompassing both video and audio. Video podcast consumers are a key driver of future growth, with 42% planning to increase consumption, compared to 28% of audio-only listeners. Critically, these audiences skew young and diverse – 107% more likely to be 16-24 years old in 2025 than in 2023. This is where the next generation of listeners, and ad spend, is coming from. While built on different pipes than RSS audio podcasting, video truly expands what "open" means for your reach as a creator, offering an opportunity to grow new audiences and viewers.

Beyond format, the true magic of podcasting often lies in the longtail: niche content and community building. Our Podcast Pulse 2024 study shows that 4 in 5 podcast listeners tune into podcasts with a narrow focus. Sixty percent agree that niche podcasts offer more value, deeper insights, and are more engaging. Even more impactful for monetization, 63% are less likely to skip ads in niche podcasts. This underscores the immense value of micro-influencers and podcasters of all sizes within an open, accessible landscape.

Innovation, Accessibility, and Diversified Monetization

Innovation in podcasting is everywhere, and AI, used smartly, is an incredible enabler for creators. At Acast, we see AI as a co-pilot, enhancing but never replacing authentic human storytelling. Tools for transcription, editing, show notes, and content repurposing streamline workflows, freeing up time for pure creative pursuits and making podcasting more accessible. This is part of the "open" promise: making powerful tools accessible to all. Beyond AI, we're dedicated to providing user-friendly ways to enable quality podcast production across audio and video. Our collaboration with Amazon Music in London, offering free studio access at Acast Studios London for emerging creators, is a prime example – talent shouldn't be limited by resources. We're opening the door for more voices.

For creators, reliable and diversified monetization opportunities are key to a sustainable career. Dynamic ad insertion in podcasting, which we pioneered in 2014, is now table stakes. But we're going beyond that. Omnichannel campaigns, where advertisers engage with podcasters and their audiences beyond just audio – including video, social, and live events – are rapidly growing in popularity. Last year, over a third of total revenues from omnichannel campaigns executed through Acast came from non-audio channels.

Paid subscriptions have an important seat at the table. At Acast, we enable these through partnerships with platforms like Supercast, allowing exclusive content and direct relationships with loyal paying fans. Brand partnerships and integrated sponsorships are also becoming increasingly sophisticated. Later today, you'll hear from BetterHelp, the world’s biggest podcast advertiser, on their partnership with our Acast Creative Studios team to launch their first branded podcast, "Mind If We Talk?" Branded content continues to open up even more revenue streams for podcasters.

And let’s not forget merchandise and live events, expanding the podcast creator economy far beyond just audio. Acasters Paige and Hannah of Giggly Squad sold out Radio City Music Hall just the other week, and our UK podcasters - including Help I Sexted My Boss - are packing out theatres. It's not just the bigger shows; creators of all sizes are finding new ways to connect with their audiences in real life. One area I'm particularly excited about is live streamed podcasting, where creators can engage with their audiences in real-time via video – a big area of growth very soon.

All of this points to the creator economy rapidly becoming a viable career path for even more podcasters. At Acast, we are singularly focused on opening up monetization opportunities for creators of all sizes. We're constantly tracking how many podcasters are earning revenue, if average payouts are growing, and if our products are accelerating our mission.

Products Driving Growth and a Collaborative Future

In 2023, we launched our self-service ad platform, allowing any advertiser to plan and book their own podcast advertising campaigns. Within months, nearly 40% of podcasters requested for campaigns had never worked with an advertiser before. Our Collections+ ad targeting feature significantly boosted creator earnings, enabling 24% more Acast podcasters to generate ad revenue by mid-2024. And just a quick tease: next week, Acast will announce a new AI-based feature set to transform how podcast advertising is bought and sold. Stay tuned.

So, what does all this mean for the future? It is bright, and it is overwhelmingly collaborative. The continued growth of the podcast audience is undeniable, but ad spend allocated to podcasts still needs to increase by 4.5 times to match the share of consumption – that’s huge untapped potential. And video is expanding our total addressable market as an industry.

My experience at events like The Podcast Show reinforces the supportive nature of this industry. The collaboration and community – between creators, platforms, partners, and advertisers – is truly unique and powerful. We learn from and uplift each other. As we look to 2025 and beyond, "open" in podcasting for creators means opportunity, choice, and empowered growth. The definition of "open" is indeed expanding, encompassing new formats like video, new monetization models, and powerful AI tools, making it more relevant and crucial than ever before. In an increasingly fragmented world, both within and outside podcasting, collaboration is key. The world is listening to – and increasingly watching – podcasting. Let’s show them what we can achieve, together. Thank you.

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