Predictions for audio in 2026 from industry experts

From dynamic creative optimisation to content diversification and AI, the year ahead  in audio looks set to be a memorable one.

The Media Leader reached out to experts across the industry for their views.

David Wilcox, commercial director, News Broadcasting

“These days audio is hardly ever just audio. Radio is one wrapper for content, podcasts are another, visualisation creates another wrapper, and new platforms like CTV provide another – like layers of an onion.

“That integration is only set to deepen in the year ahead.

“This year’s focus on the FIFA World Cup is a great example. As audio rights holders , talkSPORT will be bringing audiences every moment of every game – from kick off to the final whistle.

“And around the live games we are building out a raft of brilliant opinion podcasts – fully visualised for YouTube and CTV – to ensure talkSPORT is everywhere its fans want to find it. Matt Forde’s How To Win The World Cup being just one example.

“Elsewhere – AI will continue to fuel creativity and effectiveness.

“Tools like Octave AI will offer advertisers an end-to-end audio advertising solution, from dynamic creative to delivery and optimisation using first-party data and premium advertising inventory.”

Roxanne Harley, head of growth, Azerion

“2026 will see audio stop being the sidekick and start being the channel brands build around.

“Not because it’s new, but because it’s ready: streaming, podcasts, in-car audio, smart speakers, and addressable radio are finally giving planners both scale and precision.

“Azerion’s Meaningful Connections study showed that, after cinema, audio was the channel where people were most receptive to ads, arguably making it the best place to do what digital can struggle with: proper storytelling.

“The next leap is dynamic creative optimisation (DCO). We’ll move beyond ‘swap the location and call it personalised’ into genuinely dynamic narratives: modular scripts assembled around context and signals (time of day, environment, content, mood, mindsets) so creative feels timely, not templated.

“Think campaigns that evolve in chapters, not ads that repeat like a stuck chorus.

“But here’s the catch: 2026 is also the year audio gets held to grown-up standards.

“Measurement is becoming the differentiator; incrementality, brand lift, in-store impact and creative diagnostics sitting alongside outcomes – because if audio is going to be the main character, we need to prove it’s doing more than sounding good.”

Bryan Barletta, president, Podcast Movement and partner, Sounds Profitable

“This is the year the audio industry takes action on a trend that’s been building for years: advertising can’t be the only revenue engine for podcasters, publishers, and creators.

“That doesn’t mean podcast ads will stop growing — they won’t. Podcasting still over-indexes on the two things brands struggle to buy elsewhere: attention and trust.

“Sounds Profitable’s Advertising Landscape 2025: Trust and Attention found that among podcasting’s prime users, 86% recalled hearing an ad in the past seven days — the highest recall rate across any tested channel — and podcasting ranked at or near the top on measures of ad trust and authenticity.

“That advantage is real, and the ad market will keep getting smarter with stronger creative, better measurement, and clearer outcomes.

“But the bigger story in 2026 is diversification. The creators who win will build revenue that doesn’t rise and fall with CPMs: deeper brand integrations, owned products and licensing, memberships, live events, and IP extensions that travel across platforms.

“Context matters, too. Sounds Profitable’s The Creators 2025 shows how quickly workflows are changing, with 71% of active podcast creators now producing video.

“2025 was a reality check about how long this race really is. 2026 is about building the plan to thrive through 2036.”

Matt Hopper, CEO, Trisonic

“2026 is a year of huge opportunity for audio, but it mustn’t be squandered.

“While linear radio offers the scale that (at the moment) no other audio medium can and will remain in good health through 2026, the growth of digital audio will accelerate, driven by AI-optimised media buying and the desire to personalise, contextualise and attribute.

“There’ll be more smart speaker-driven voice commerce, more video podcasts (when does a podcast become a TV show…?), and more AI-assisted asset creation.

“All this makes audio an ‘easier buy’ and, with digital audio’s relatively low entry cost, we could see SMEs diverting some of their ad spend into audio for the first time.

“However, in an age of AI-assistance, it’s humans that will create the point of difference. Sure, AI can write and produce an ad in seconds, but the more advertisers who choose that route, the more similar every ad will sound.

“Human copywriters, voices, musicians and producers come with all the imperfections that make them human. And humans, after all, are who we’re communicating with.

“And let’s hope 2026 will bring more industry collaboration between broadcasters, podcast networks and tech platforms; media buying and measurement really should be more joined-up and making it so can only help the audio medium.”

Andrew Goldsmith, president, Adelicious

“Much like most of my peers working in podcasting, I’m constantly looking at what’s around the corner. I’ve been reading a lot about the future of the medium recently, and what’s surprised me is the belief from some that podcasting is now an established media channel.

“I hate to say it, but I still believe we are significantly and frustratingly under-invested in.

“The evidence for greater investment and a larger share of ad spend is overwhelming. And I think 2026 could well be the year the scales tip further in our favour.

“The reason is simple. The continued rise of video has dramatically improved discoverability and unlocked new audiences.

“That means podcasting can now offer brands something genuinely unique: an intimate environment, but at scale. This is why every major network is investing in video, including us.

“According to Podscribe, we are the world’s biggest video podcast network, with 2025 seeing a real acceleration in our video revenues. I only expect that momentum to strengthen further in 2026.

“Beyond the continued evolution of video, I also expect more content businesses to try and grab a slice of the growing podcast market.

“We’re already seeing it, with shows launched and labelled as podcasts when they clearly aren’t (I’m looking at you, Netflix).

“But putting my inner podcast nerd to one side, this trend should ultimately be seen as a positive. Greater attention, broader participation, and more investment will only benefit our corner of audio in the long run.”

Greg Glenday, CEO, Acast

“Podcasting in 2026 is a mature and essential media channel, even as the ecosystem grows louder and more complex.

“Brands are investing, podcasts feature heavily in media plans, and AI has become a resource that supports creativity and efficiency rather than replacing it.

“With that growth comes a clear challenge: navigating abundance without losing what makes the medium valuable.

“The opportunity ahead isn’t to add more scale, but to add more intention. That means stepping back from age-old tactics, reframing success, and shifting the focus from reach to resonance.

“The creators and advertisers who succeed will be those who prioritise trust, relevance, and context, and who recognise that impact is not defined by scale alone.

“Audio remains the foundation of podcasting’s strength. It’s where credibility is built, relationships are formed, and recommendations carry genuine influence. Protecting that intimacy is essential as the industry evolves.

“From this foundation, podcasting becomes more connected and more fluid.

“Growth in 2026 will come from campaigns designed with intention, grounded in strong audio partnerships, and extended thoughtfully where it adds value.

“Omnichannel isn’t the objective; it’s the natural outcome of strong, trust-based storytelling. When done well, these extensions strengthen effectiveness without compromising authenticity.

“In 2026, podcasting will not be defined by who is loudest or largest, but by who understands their audience best, and earns sustained attention wherever they show up.”

Ben Knowles, head of audio, Adwanted

“In 2026, I expect much more of what defined 2025, only happening faster. Podcasts and video podcasts will continue to grow, though I hope platforms avoid pulling shows away from the podcast ecosystem, as seen with Pete Davidson on Netflix.

“Digital audio will keep expanding, and we’re evolving our products accordingly: making it easier than ever to buy both linear and digital inventory in a single workflow.

“AI will also become more widely adopted. Not just in optimisation and targeting, but in creative production – enabling smarter, more dynamic audio assets that adapt to context and audience in real time.”