School of Media Studies

The word “podcasting” entered the dictionary 16 years ago. But recent changes in audience measurement standards have just begun to make it attractive to brand advertisers, potentially lifting U.S. sales to more than $1 billion this year — and continuing to grow as much as 40% a year. The keynote discussed how companies led by Apple, Amazon, iHeart Media, SiriusXM, and Spotify have already spent billions in an effort to build walled gardens that could fundamentally change podcasting — making it less open and idiosyncratic.