Podcast network The fwd. network has announced an exclusive audio advertising sales partnership for “Stockton Street,” a new biweekly podcast from tennis champions Serena and Venus Williams. This comes at a time when podcast consumption reaches record levels across demographic groups, according to Edison Research.

The female-first podcast platform, powered by AdLarge (the parent company of fwd.), takes on exclusive advertising sales responsibilities for the Williams sisters’ podcast, which publishes Wednesdays on X and Thursdays across podcast platforms. The partnership focuses on connecting advertisers with the Williams’ audience through what the company calls “alignment and authenticity.”

“Teaming up with Serena and Venus Williams on Stockton Street marks a defining moment for the fwd. network,” said Cathy Csukas, founder and CEO of the fwd. network, in a press release. “This partnership unlocks an unprecedented opportunity for brands to connect with their fans through the intimacy of podcasting.”

The podcast features the sisters sharing their journey from Compton, California, to global recognition, with content covering resilience, wellness, sisterhood, and pop culture.

Podcast Advertising

The partnership comes as Edison Research reports podcast consumption reaching all-time highs in 2025, with 55% of Americans now listening monthly and 40% tuning in weekly. Female audiences represent a growing segment, with women’s monthly podcast listening tripling over the past decade from 15% in 2015 to 45% in 2025.

According to eMarketer’s analysis of Q1 2025 vs Q1 2020 data among weekly podcast listeners, 44% report purchasing a product after hearing a sponsorship or ad on a podcast in Q1 2025, up from 34% in Q1 2020.

Podcast listeners show high receptivity to advertising, with 88% of weekly consumers agreeing that hearing ads is a fair price for free content. Among women who consume podcasts monthly, 75% have acted after hearing a podcast advertisement. 

According to Sounds Profitable research cited by the fwd. network, female audiences demonstrate an 85% brand recall rate on podcasts, outperforming most other tested media.

Production Details

“Stockton Street” is produced by Jessica Steindorff and Caroline Currier of Nine Two Six, and Isha Price. The fwd. network serves as a division of AdLarge, a company with nearly 15 years in audio advertising.

“The fwd. network champions women’s voices, and that’s why this partnership is so important,” said Serena. “‘Stockton Street’ is about truth, growth, and connection, and working with a female-first platform allows us to amplify our story authentically.”

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