IAB Forecasts Podcast Ad Growth To Accelerate In 2026.

The Interactive Advertising Bureau forecasts digital will continue to take a larger share of marketing budgets in the year ahead. For audio, that will likely mean a faster rate of growth for podcast spending.

CEO David Cohen says the numbers show an ad environment that is being “structurally reimagined” as marketers embrace innovation and experimentation. “The encouraging news is that buyers are still looking at 2026 as a year of growth despite a lot of potentially destabilizing forces,” Cohen says.

The IAB’s study forecasts 9.5% year-over-year growth in total U.S. ad spend vs. last year’s numbers. It says spending is accelerated by major cyclical events, like the Winter Olympics, the World Cup, and the midterm elections — all of which are expected to result in $9 billion in incremental spending. Removing those factors would still result in an uptick of 7.1% to 7.8%, which would put it above last year’s 5.7% growth rate based on insights from more than 200 brands and agency buyers. The IAB says ongoing audience consumption shifts are also impacting how those dollars are being allocated to various media channels. Social media (+14.6%) and CTV (+13.8%) are projected again to lead growth in 2026, both with double-digit increases from 2025.

Podcasts are also among the media channels with the strongest growth rates. IAB forecasts that podcast ad spending will increase 9.6% this year. That is stronger than 7.9% gain estimated for 2025. Some of that growth may be tapping into overall digital audio budgets, however. The IAB forecasts digital audio spending, excluding podcasts, to see slower growth this year, increasing 3.8% on a year-over-year basis. That growth rate is nearly a point less than in 2025.

Yet all the digital channels are likely to outperform traditional media this year, according to the IAB’s outlook. It forecasts traditional media spending will contract 1.1%, with the cyclical events of the year resulting in a slower rate of decline than a year ago. The biggest shift is with linear TV, which is forecasted to decline by 1.7%. It’s a slower rate than in previous years, buoyed by a unique alignment of major media events.

Podcasts will also benefit from an increased focus on marketers working with creators. Nearly six in ten (57%) of those surveyed by the IAB expect to put more emphasis on creator-focused ads and partnerships. That’s a nearly 10-point jump from last year.

The IAB also sees a change in how ad dollars are being spent, with what it says is also a clear shift toward performance-led strategies and the increasing use of agentic AI in shaping how marketing decisions are planned, activated, and optimized. “The industry is working with AI-powered tools that are constantly improving and are delivering both efficiency and effectiveness to marketers,” says Cohen.

The report finds that five of the six top areas of increased focus for advertisers are now directly tied to AI. The list is led by an increased focus on the use of generative AI in media campaigns, with 78% of markets weighing their options. Two-thirds are looking to use AI for ad buying and campaign execution.

“AI is no longer a siloed initiative,” says VP Chris Bruderle. “It’s the connective tissue that links media, measurement, creative, and customer experience.”

While customer acquisition remains the top objective for buyers (54%), the focus on driving repeat purchases (25%) has also steadily grown and nearly doubled since 2024 (13%). IAB says that reflects a broader shift among mid-size and large advertisers, who are seeking more predictable and profitable outcomes.

Download the IAB’s 2026 Outlook HERE.