Finance and consulting giant Deloitte has doubled down on a podcast prediction, issuing the same basic forecast in a Wall Street Journal column, and on its home website.
Video Podcast Market Poised for Booming Growth is the WSJ header. As podcast listening grows, the article presumes, “brands can use the medium to boost engagement, build communities, expand ad revenue, and unlock new sponsorships.” (This is excerpted from a slate of predictions HERE.
Podcast popularity is eating into TV and video streaming time. There’s a dollar prediction here, too: Ad revenue for podcasts and vodcasts is charted by Deloitte (on the WSJ site) to reach five billion dollars in 2026.
On its own website, Deloitte offers this header: “Video podcasts dominate: Opportunity for brands, competition for traditional video.”
The video opportunity for podcasters is framed this way: “As they blur the lines between podcasts, social media, and streaming video, creators are using cross-platform distribution to boost engagement, build communities, expand ad revenues, and unlock new sponsorships.”
The prediction includes audience behavior — “We predict that the percentage of popular podcasts with video will rise and consumers will increasingly gravitate toward platforms that embrace video […] Distributors and service providers alike have integrated video into their interfaces to accommodate this wave of user preference.”
