This March we had the pleasure of attending SXSW in Austin. 

With the event wrapped up, it’s safe to say this year’s conference was full of exciting new insights for both podcasters and brands navigating the ever-evolving audio landscape. As podcasting continues to grow, so do the ways in which brands and creators can collaborate, engage audiences, and build lasting connections. 

This year, we took part in and attended some fascinating sessions that explored everything from the power of branded podcasts to the rising potential of comedy podcasts as ad platforms. While the insights are still fresh, we wanted to put together some top takeaways and actionable insights from SXSW for any podcasts and brands in audio keen to level up their strategy.

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Branded podcasts vs. podcast ads – which is best?

For most brands stepping into podcasting, one of the first questions you’ll have is: “Should I advertise on podcasts or start my own?”

To help answer that question, Quill brought together industry experts from various backgrounds – that’s a top brand advertiser, a branded podcast agency founder, a successful brand with a podcast, and a sponsor-focused brand – to discuss the pros and cons of each approach.

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Podcast ads to reach engaged, established audiences – quickly

Podcast ads are a powerful tool for brands looking to tap into highly engaged audiences and amplify their reach quickly. One of the biggest benefits of podcast advertising is its ability to target listeners in an intimate, distraction-free setting. 

Brands like AG1 have taken advantage of podcast ads to scale their reach rapidly. By partnering with creators who already have an established, loyal listener base, they can borrow credibility and tap into a dedicated audience that trusts the hosts they follow.

The key here is the highly engaged, niche audiences that podcasts offer. When AG1 launched podcast ads, they initially saw the potential as a straightforward sponsorship tool. But what they didn’t expect was how it also became a powerful talent pipeline, as hosts and their audiences formed deeper connections with the brand over time. 

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Branded podcasts build deeper relationships with audiences over time

On the flip side, branded podcasts offer long-term benefits that build deeper, more meaningful relationships with audiences. Instead of short bursts of attention through an ad, branded podcasts offer an ongoing connection with listeners, giving brands the space to tell their story in a way that truly resonates. 

A great example of this is the Marriott Bonvoy podcasts. By focusing on storytelling and creating an emotional connection, Marriott’s series resonated with listeners on a deeper level than any 30-second ad slot could provide. The result? Increased brand sentiment and a stronger connection with their target audience.

Branded podcasts are also versatile. Unlike traditional ads, which are often limited to a single format or platform, podcasts create a content ecosystem. Brands can repurpose episodes into blogs, social media snippets, newsletters, and video clips. This multi-channel approach maximizes the value of the content over time. 

Plus, contrary to popular belief, a branded podcast doesn’t need to have millions of listeners to be successful. A show with just 200 highly engaged decision-makers can be more valuable to a brand than thousands of passive listeners. When you focus on delivering value through thoughtful content, you turn your podcast into a key tool for building long-term brand affinity.

To learn more about the impact of podcasts on brands, check out some of the latest research from CoHost and Sounds Profitable.

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Ads you actually want to listen to live on comedy podcasts

It’s no surprise that more brands choose to advertise on safe-for-work interview and discussion podcasts. 

But with the podcasting landscape becoming more competitive, creators and brand advertisers are forced to explore new ways to stand out – including storytelling, creative production, and (of course) more ambitious ad formats.

Speaking to this hurdle, Alan Abdine of YMH Studios, discussed the potential of comedy podcasts for brand partnerships at SXSW. 

Comedy podcasts were once a tough sell for brands — too unpredictable, too unfiltered. But today, they’re some of the most effective ad platforms out there.

What changed? Audiences. Comedy podcast listeners aren’t just engaged; they’re invested. They trust the hosts, they stick around for the full episode, and most importantly, they actually listen to the ads. Shows like Your Mom’s House and Bad Friends have proven that an authentic, unscripted endorsement often outperforms a polished, brand-safe read.

Take Bert Kreischer turning a manscaping ad into a personal anecdote—it feels natural, it’s memorable, and it works. They don’t feel like ad spots, but extensions of the show itself, blending seamlessly into the content. With ad skipping reaching new highs, that kind of integration is invaluable.

For brands willing to loosen up and meet audiences where they are, comedy podcasts offer something rare: an ad format that people actually enjoy.

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Podcasting 🤝 TV 

Did you know that 1 billion people watch podcasts on YouTube on their TVs every month?

In other words, for a billion people: podcasts are now premium TV.

ESHAP’s Evan Shapiro crunched the numbers and found that if you’re not producing video for your podcast and uploading it to YouTube, you’re leaving at least a third of your total audience on the table. 

To top it all off, 400 million hours of podcasts were watched on TV this past year alone. With smart TVs making it easy to watch long-form content on demand, many audiences now consume podcasts the way they’d watch a documentary or a late-night interview. 

That means podcasting isn’t just audio anymore — it’s a multimedia experience. Listeners aren’t just tuning in; they’re watching and expecting a level of production that competes with traditional video content. 

Shapiro advises that a static image with audio won’t cut it. To truly capture YouTube’s audience and the TV opportunity, podcasters need to think visually.

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Podcast ROI isn’t just about lead generation

Many brands start podcasts with the goal of “attracting more customers” but they often lack a clear way to assess whether their podcast is achieving that goal along with the other, more qualitative, impacts of podcasting. 

At SXSW, Seth Silvers of Story On Media advises that brands look at podcasting as more of a nurturing tool than a way to bring in new customers right off the bat. Podcasting is the perfect way to serve your core audience authentically, but it is a long-term strategy. 

In order to make informed decisions and ensure your hard work is paying off, you’ll need to identify key indications that show whether a podcast is truly delivering ROI — whether that’s through audience engagement, brand awareness, or lead generation.

Learn more about Podcast ROI and how to calculate yours.

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Brand and creator partnerships are evolving

Podcasting has grown up — but when it comes to brand partnerships, things still feel a little stagnant. Host reads and programmatic ads have their place, but they’re hardly the only options. So what else is out there?

To answer this question, “Beyond Host-Reads: New Models for Brand/Creator Partnerships” brought together examples from leading brands like Starbucks and Airbnb. 

For example, creating an “experience” is a big part of Airbnb’s brand. To help add a more experiential element to their podcast strategy, they’ve collaborated with creators who own a winery – that also doubles as their podcast studio. This ties into Airbnb’s value system while also supporting brick-and-mortar businesses.

Or looking to The Starbucks Daily, which capitalized on “the platonic ideal” that podcasts embody to create a series filled with incredible conversations about culture and storytelling – all happening over coffee.  

While these two examples are different in their approach, they depict what partnerships should be: something that doesn’t interrupt the listener experience, but enhances it.  

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Until next year, SXSW!

And that’s a wrap on SXSW 2025!

A big thank you to our panelists, attendees, and everyone we met along the way for making this year’s event one to remember. 

From exploring the latest trends in branded podcasts to discussing the future of creator partnerships, the insights shared at this year’s SXSW were invaluable. We’re excited to see how these conversations continue to shape the podcasting industry and look forward to seeing everyone again next year.

In the meantime, if you’re keen to keep in touch and stay up to date with all things branded podcasting, subscribe to our bi-weekly newsletter.