Podcast advertising is firming up as an agency favourite for 2025, according to IAB Australia’s Australian Audio State of the Nation Report, with 79% of agencies intending to increase their podcast investments this year.  Streaming music (65%) and streaming radio (56%) will also see increases in spend according to the Report, with audio’s ability to offer incremental reach on other media and to compliment the media mix, flagged as the key drivers of growth.