3 Big Takeaways from The Future of Audio & Entertainment

The future of audio is anything but background noise. As the digital audio landscape evolves—from podcasts to programmatic to playable formats—the pressure is on for advertisers to deliver performance, not just presence.

Last week, the Odeeo team attended The Future of Audio & Entertainment in London, where industry leaders gathered to unpack where the space is heading next. Odeeo’s Commercial Lead, EMEA, Rohan Premnath, shared his top three takeaways from the event—and what they mean for brands navigating the changing audio environment.

1. Podcasts Are Driving the Digital Audio Engine

While some parts of digital audio are slowing, podcasts are picking up speed. According to the IAB’s 2024 U.S. Podcast Advertising Revenue Study, podcast ad spend grew by 8% year-over-year, countering an 8% decline in streaming audio.

Advertisers aren’t just chasing ears—they’re chasing outcomes. “Brands will continue to look for more than just reach,” Rohan noted, “as they shift focus toward improved ROI and ROAS.” That trend is reshaping how audio formats are bought and evaluated.

2. Measurement Is Mission-Critical

One recurring theme across the event: the need for unified measurement across audio channels. On stage, Katie Bowden, Managing Director of Digital Audio at Global, joined leaders from the BBC, TikTok, and Spotify in emphasizing the urgency of better cross-channel performance metrics.

That’s why the launch of DAX ID was a standout moment. As a cross-platform measurement solution spanning radio, streaming, podcasts—and gaming via Odeeo—DAX ID gives advertisers clearer insight into total digital audio impact and which platforms are driving results.

But the need doesn’t stop there. “Clients can finally see the specific platforms and audiences driving digital audio performance,” Rohan shared—something the entire industry is pushing toward, as brands demand consistency across all audio environments.

3. Entertainment Is the New Attention Economy

From gaming to connected TV, digital entertainment is where audiences—and advertising dollars—are flowing. “There’s no sign of slowdown,” said Rohan. “Brands want activations that grab and keep attention, not just delivering reach.”

This marks a clear shift toward performance-driven, immersive environments—spaces where formats need to earn attention without disrupting the user experience. For Odeeo, that’s not just a trend—it’s our foundation.

What’s Next: Audio That Performs

At Odeeo, we’re energized by the increasing focus on performance and ROAS in digital audio. In-game audio is uniquely positioned to meet that demand—non-intrusively capturing attention, maintaining immersion, and driving action with innovations like our clickable companion icon.

As more advertisers shift budgets away from passive platforms toward active listening environments like gaming, we expect in-game audio to play a key role in the next wave of digital performance.