The short version

Scott Galloway predicted on January 4, 2025: “Prediction number nine, media, podcasts.” Verdict: Partially right. Podcasts continued to grow in ad spend and audience in 2025, matching the direction anticipated. However, video platforms (YouTube, TikTok) maintained or increased their dominance in total attention and ad revenue. Podcasts became strategically important but not the single dominant “media of 2025” by most…

Prediction by

Scott Galloway

On January 4, 2025

“Prediction number nine, media, podcasts.”

Follow-up

Podcasts continued to grow in ad spend and audience in 2025, matching the direction anticipated. However, video platforms (YouTube, TikTok) maintained or increased their dominance in total attention and ad revenue. Podcasts became strategically important but not the single dominant “media of 2025” by most market metrics.

From the High Caliber AI network — see the AI for PR module in the course.