Sounds Profitable
- Episódios
- 1.117
- Publicação
- diária
- Último episódio
- 13 nov 2026
Sobre o podcast
The pace of change the podcast industry is undergoing is staggering. The implications for podcasters, hosting providers, podcast listening app developers, and advertisers and agencies are enormous. And so is the growth potential. Presented as a companion to the weekly newsletter of the same name, our podcast provides you with direct access to our narrated articles, interviews with industry experts, bleeding-edge research, and can't miss industry news recaps. That Sounds Profitable, right? Assumptions and conventional wisdom will be challenged. Easy answers with no proof of efficacy will be exposed. Because the thinking that got podcast advertising close to a billion dollars annually will need to be drastically overhauled to bring in the tens or hundreds of billions of dollars podcast advertising deserves.
Episódios 1.117
U.K. Video Podcast Habits, Spreaker Tackles Copied Podcasts, & More
This week in the business of podcasting:Tom Webster digs into The Podcast Landscape 2026 to see who would watch an AI-made season of a canceled show. Only 31% of Firefly fans say they would, compared with 45% …
Notas do episódio
This week in the business of podcasting:
- Tom Webster digs into The Podcast Landscape 2026 to see who would watch an AI-made season of a canceled show. Only 31% of Firefly fans say they would, compared with 45% of everyone who lost a favorite series.
- RAJAR’s Autumn 2026 MIDAS survey holds weekly U.K. podcast reach at 26%, and new Podcast Tracker research finds 34% of podcast consumers switch between audio and video in a given week.
- Triton Digital’s Spreaker commits to new safeguards against unauthorized podcast copies by year’s end, while a second Podnews investigation finds Meta’s Muse AI assistant quietly hosting podcasts.
To find links to these, and every article covered in this week’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
Audio Leads The Trade Desk’s Q3, Brands Commission Creator Shows, & More
Today in the business of podcasting:Tom Webster digs into The Podcast Landscape 2026 to see who would watch an AI-made season of a canceled show. Only 31% of Firefly fans say they would, compared with 45% of …
Notas do episódio
Today in the business of podcasting:
- Tom Webster digs into The Podcast Landscape 2026 to see who would watch an AI-made season of a canceled show. Only 31% of Firefly fans say they would, compared with 45% of everyone who lost a favorite series.
- Audio posted stronger year-over-year growth than any other channel at The Trade Desk in the third quarter, representing around 7% of the business, or roughly $52 million by Inside Audio Marketing’s estimate.
- Digiday reports brands like Anthropologie and Laura Geller Beauty are commissioning creators to make entire series instead of one-off sponsored posts, a shift The Streaming Wars also sees in television.
To find links to these, and every article covered in today’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
You Can’t Take The Sky From Me
Register for Clips: Podcasting’s New Front Door, a free webinar from SoundStack, Audacy, and Sounds Profitable on Wednesday, November 18 at 2 p.m. ET.This week Tom Webster returns to the AI data in The Podcast …
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This week Tom Webster returns to the AI data in The Podcast Landscape 2026 to reveal the canceled show Americans miss most. It’s Firefly, and its fans turn out to be some of the least willing to watch an AI-made new season, even though their genre and demographics say they should be an easy sell.
Tom gets into:
- Which canceled shows have fans most and least open to an AI-made revival, from The Walking Dead to Yellowstone
- How much of the spread age and genre explain, and where they stop explaining it
- Why Firefly fans run against their own profile
- What the result means for podcasters weighing AI, and why content research is the only way to know how your audience will react
Audion Launches in Japan, Meta’s Muse Gets Into Podcasting, & More
Today in the business of podcasting:Audio and video streaming advertising company Audion has launched in Japan with local partner Sekaiichi Inc., offering brands and agencies a single platform to plan, buy, and …
Notas do episódio
Today in the business of podcasting:
- Audio and video streaming advertising company Audion has launched in Japan with local partner Sekaiichi Inc., offering brands and agencies a single platform to plan, buy, and measure campaigns across YouTube, Spotify, Apple Podcasts, and Amazon Music.
- Podnews editor James Cridland reports that Meta’s AI assistant Muse has podcast production and hosting built in, and investigates an AI-generated education podcast network whose founder appears not to exist.
- Analyst Adam Bowie breaks down RAJAR’s Autumn 2026 MIDAS survey of UK audio listening, along with new RAJAR research showing most video podcast consumers are listening as much as, or more than, they are watching.
To find links to these, and every article covered in today’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
Nielsen’s Q3 Audio Report, Spreaker Tackles Copied Podcasts, & More Podcast description:
Today in the business of podcasting:Nielsen’s Q3 2026 audio report, built on Edison Research’s Share of Ear data, finds podcasts take 21% of daily ad-supported audio time among U.S. adults. That share rises to …
Notas do episódio
Today in the business of podcasting:
- Nielsen’s Q3 2026 audio report, built on Edison Research’s Share of Ear data, finds podcasts take 21% of daily ad-supported audio time among U.S. adults. That share rises to 33% among listeners ages 18 to 34.
- Magellan AI’s Q3 2026 podcast advertising benchmarks show podcast ad spend up 18% year over year. Average ad load climbed to 8.86%, and grocery brands increased spending 42%.
- Triton Digital’s Spreaker commits to fighting unauthorized podcast copies after a Podnews investigation. New safeguards include emailing the original feed owner on import and an extra approval step before flagged duplicates can be monetized.
- Spotify and United Airlines now let passengers log into their own Spotify accounts on seatback screens. That brings saved podcasts, video episodes and personalized recommendations on board.
Submissions are open for the Winter update of The Podscape. Submit a new company or update an existing one through the official form by December 1. You can also register for the webinar Clips: Podcasting’s New Front Door, happening Wednesday, November 18 at 2 p.m. ET.
To find links to these, and every article covered in today’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
Celebrities Win the Holiday Ad Crunch, CMOs on Podcast Measurement, & More
Today in the business of podcasting:Business Insider covers an Oxford Road survey finding 57% of marketers say measurement gaps are holding back podcast investments, with 40% planning to raise podcast and audio …
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Today in the business of podcasting:
- Business Insider covers an Oxford Road survey finding 57% of marketers say measurement gaps are holding back podcast investments, with 40% planning to raise podcast and audio budgets in 2027, down from 59% this year.
- Scalable names podcasting an unexpected loser of the 2026 midterms, as mentions of Trump on conservative podcasts fall nearly 70% from their 2024 peak while mainstream TV and meme accounts win.
- Digiday reports that this year’s first holiday campaigns lean on celebrities like Seth Rogen, Colin Jost and Mariah Carey over creators, because Christmas is a mass-market moment.
To find links to these, and every article covered in today’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
One-Genre Podcast Audiences, YouTube in French Podcasting, & More
This week in the business of podcasting:Sounds Profitable’s Tom Webster finds the share of monthly podcast consumers who name just one genre grew from 12% to 16%, and explains why hosts and publishers should …
Notas do episódio
This week in the business of podcasting:
- Sounds Profitable’s Tom Webster finds the share of monthly podcast consumers who name just one genre grew from 12% to 16%, and explains why hosts and publishers should spend more time promoting other shows.
- Audion and YouGov’s new study finds YouTube is the top audio platform in France, and that two-thirds of listeners use video platforms to listen without watching the screen.
- Signal Hill Insights president Paul Riismandel shares three tips for planning a podcast brand lift study, starting about six weeks before the campaign launches.
- Australia’s PodPoll 26 finds YouTube now accounts for 55% of podcast consumption, even as most listeners still prefer audio, and advises treating video and audio as two distinct products.
To find links to these, and every article covered in this week’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
Examining One-Show Audiences, Mapping Brazil’s Podcasts, & More
Today in the business of podcasting:Sounds Profitable’s Tom Webster finds that the share of monthly podcast consumers who name just one genre grew from 12% to 16%, and explains why hosts should spend a minute …
Notas do episódio
Today in the business of podcasting:
- Sounds Profitable’s Tom Webster finds that the share of monthly podcast consumers who name just one genre grew from 12% to 16%, and explains why hosts should spend a minute of every episode promoting another show.
- A Brazilian university lab launches an interactive map of more than 200 narrative podcasts, showing where each show’s story is set versus where it is produced.
- Bloomberg’s Ashley Carman reports that podcasters’ election night streams were far smaller than in 2024 and several big voices sat it out, a sign of a fractured media landscape.
To find links to these, and every article covered in today’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
YouTube Strong in Australian Podcasting, Podscribe October Rankings, & More
Today in the business of podcasting:Signal Hill Insights’ Paul Riismandel shares three tips for preparing a podcast brand lift study, from planning six weeks ahead to gathering campaign details and defining …
Notas do episódio
Today in the business of podcasting:
- Signal Hill Insights’ Paul Riismandel shares three tips for preparing a podcast brand lift study, from planning six weeks ahead to gathering campaign details and defining objectives.
- Deadset Studios and Insightfully’s PodPoll 26 finds YouTube’s share of Australian podcast consumption has climbed to 55%, while 60% of regular consumers still prefer to listen rather than watch.
- Podscribe’s October 2026 rankings put Crime Junkie first in audio reach and The MeidasTouch Podcast first in monthly plays. Spotify leads both publisher rankings, and Quince takes the top advertiser spot.
To find links to these, and every article covered in today’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
The One-Show Wonders
This week Tom Webster goes down a rabbit hole in The Podcast Landscape data to find out who consumes exactly one podcast genre, and why that group grew from 12% to 16% of monthly consumers in a year while the …
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This week Tom Webster goes down a rabbit hole in The Podcast Landscape data to find out who consumes exactly one podcast genre, and why that group grew from 12% to 16% of monthly consumers in a year while the genre table barely moved. Tom gets into:
- Why Comedy, Political Talk, and Celebrity Interviews all slipped, and where those points went
- Who the one-genre consumer is: older than the stereotype, newer to podcasting, and likely to have found their one favorite show on YouTube or Facebook
- How video platforms and Spotify drove the growth, and why discovery routes that run through other podcasts are missing for these listeners
- What it means for hosts and publishers who hope to hand an audience a second show
YouTube Leads Audio in France, Flightcast’s YouTube-to-Spotify Pipeline, & More
Today in the business of podcasting:Audion and YouGov’s new study of 1,000 French adults finds YouTube is the top listening platform in France at 61%, ahead of Spotify at 38%. Most listeners use more than one …
Notas do episódio
Today in the business of podcasting:
- Audion and YouGov’s new study of 1,000 French adults finds YouTube is the top listening platform in France at 61%, ahead of Spotify at 38%. Most listeners use more than one platform, and 66% often or sometimes use a video platform to listen without watching.
- Creative Screenwriting talks with QCODE and Daylight Media’s Shiva Nassab about adapting podcasts for film and TV. QCODE favors horror, thriller and sci-fi, and wants ongoing shows that can run past season one.
- Flightcast launches automated YouTube-to-Spotify distribution for $100 per month. Creators can send individual videos, playlists or a whole catalog to Spotify, and future uploads syndicate automatically.
To find links to these, and every article covered in today’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
Podcasts in the U.S. Midterms, SiriusXM Q3 Report, & More Podcast description:
Today in the business of podcasting:SiriusXM’s CFO cited 20% growth in podcast advertising revenue on the Q3 earnings call, while ad revenue in the Pandora and Off-Platform segment grew 1% to $419 million …
Notas do episódio
Today in the business of podcasting:
- SiriusXM’s CFO cited 20% growth in podcast advertising revenue on the Q3 earnings call, while ad revenue in the Pandora and Off-Platform segment grew 1% to $419 million. Forbes reports the company has kept its shows on YouTube and other ad-supported platforms rather than signing slate deals with streamers.
- Scalable’s Kaya Yurieff and Jasmine Enberg call the 2026 midterms an “everything election,” arguing no single channel, including podcasts, will define it. Sounds Profitable’s The Podcast Landscape 2026 finds 26% of likely voters who consume podcasts weekly say a candidate’s appearance could make them more likely to vote for that candidate.
- PodcastOne says multiple strategic parties have approached it about a potential acquisition, and its board has formed a special committee to oversee the process. Podnews reports shares rose around 50% on the news.
To find links to these, and every article covered in today’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
Audiences on AI-Generated Shows, Podcast DAI Comes to beehiiv, & More
This week in the business of podcasting:Sounds Profitable, Coleman Insights, and Locked On are hosting a webinar on November 5 at 2pm ET, “The Power of Community: Why Podcasts Matter.” It presents new research …
Notas do episódio
This week in the business of podcasting:
- Sounds Profitable, Coleman Insights, and Locked On are hosting a webinar on November 5 at 2pm ET, “The Power of Community: Why Podcasts Matter.” It presents new research among 2,000 Americans on how podcasts build connections with listeners.
- Tom Webster shares survey findings from 5,473 U.S. adults on whether audiences would watch an AI-generated show. Among people who lost a favorite show, 45% would at least somewhat likely watch a new AI season, 41% would not, and views on AI hosts predicted the answer best.
- The Small Business Administration now classifies creator-led businesses, podcasters included, under NAICS 5121. That could make it easier for creators to access microloans up to $50,000 and 7(a) loans up to $5 million.
- Beehiiv now offers dynamically inserted podcast ads. Publishers can open their inventory, including back catalog episodes, to programmatic buyers alongside host-read ads, and keep 50% to 60% of programmatic revenue.
- Tenderfoot TV turned a Radio Rental story into a stop-motion LEGO-style short film on YouTube. Apple Podcasts launched “The Greatest Stories Never Seen,” four animated videos built from podcast audio.
To find links to these, and every article covered in this week’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
35% of U.K. Consumes Podcasts, Triton Digital’s AI-to-AI Audio Buy, & More
Today in the business of podcasting:Tom Webster shares new Sounds Profitable research from a survey of 5,473 Americans on whether people would watch an AI-generated revival of a canceled favorite show. The …
Notas do episódio
Today in the business of podcasting:
- Tom Webster shares new Sounds Profitable research from a survey of 5,473 Americans on whether people would watch an AI-generated revival of a canceled favorite show. The split is nearly even, at 45% likely and 41% unlikely, and views on AI hosts predict the answer best.
- RAJAR now measures both listening to and watching podcasts in the U.K., putting total weekly podcast consumption at 35% of the population, up from 26.9% for listening alone.
- Triton Digital completes what it calls the first fully automated, AI-to-AI audio ad buy, with agents negotiating and booking a campaign in minutes instead of days.
- Digiday looks at how political campaigns are hiring creators ahead of the midterms, with AdImpact expecting $12 billion in total spending.
To find links to these, and every article covered in today’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
Beehiiv Rolls Out DAI for Podcasts, Acast’s Q3 Revenue, & More
Today in the business of podcasting:Sounds Profitable, Coleman Insights and Locked On Podcast Network host a November 5 webinar on new research showing how podcasts build community, including that 43% of …
Notas do episódio
Today in the business of podcasting:
- Sounds Profitable, Coleman Insights and Locked On Podcast Network host a November 5 webinar on new research showing how podcasts build community, including that 43% of Americans surveyed have taken a podcast-related community action.
- Apple’s Safari 27 now blocks identity-resolution vendors including Unified ID 2.0, LiveRamp and ID5, and early data shows effective CPMs down 4% on iOS and 11% on Mac.
- Beehiiv adds dynamic ad insertion for podcasts through AdsWizz, with publishers keeping 50% to 60% of programmatic revenue.
- Acast reports record Q3 net sales of SEK 802.3m, up 25%, with North America up 54% and listen-and-view monetization up 20%.
To find links to these, and every article covered in today’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
Instagram Goes Longform, Netflix’s New Podcast Acquisitions Head, & More
Today in the business of podcasting:Instagram is testing Features, a new tool for horizontal videos up to 90 minutes long, aimed at podcasters, comedians and other long-form creators. It lets Reels link to full …
Notas do episódio
Today in the business of podcasting:
- Instagram is testing Features, a new tool for horizontal videos up to 90 minutes long, aimed at podcasters, comedians and other long-form creators. It lets Reels link to full videos and recommends them on Explore.
- Former Apple Podcasts executive Steve Wilson joins Netflix to lead podcast content acquisition, starting as a consultant. The hire comes as Netflix cuts about 6% of its workforce.
- Supporting Cast data across six partners shows members who use their audio benefits churn at 1.3% a month, compared with 3% for those who don’t. The gap adds up to roughly $82,000 in revenue per 1,000 members over three years.
- Nearly 60% of Americans get news from social media, but creators say monetizing it is hard. Brand safety concerns and unpredictable platforms leave most of them preferring subscriptions to ads.
To find links to these, and every article covered in today’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
Video to Promote Audio, Podcasters Recognized as Small Businesses, & More
Today in the business of podcasting:Tenderfoot TV turned a Radio Rental episode into a LEGO-inspired stop-motion short on YouTube, while Apple Podcasts launched The Greatest Stories Never Seen, four animated …
Notas do episódio
Today in the business of podcasting:
- Tenderfoot TV turned a Radio Rental episode into a LEGO-inspired stop-motion short on YouTube, while Apple Podcasts launched The Greatest Stories Never Seen, four animated videos built from podcast audio. Both pair original audio with new animation instead of filming hosts at a desk.
- The U.S. Small Business Administration now classifies creator-led businesses, podcasters included, under NAICS 5121. The agency says the classification covers 27 million creator-led businesses, and public comments are open through November 20.
- YouTube hit a record 15.8% of U.S. TV viewing in August, with adults 50 and older up 9%. That strengthens Google’s pitch for TV ad budgets and puts pressure on networks to defend their rates.
- Dax Shepard’s Armchair Expert fell out of Edison Research’s top 50 U.S. podcasts, a sign that shows with a stronger YouTube presence are rising over shows built on legacy podcast apps.
To find links to these, and every article covered in today’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
Tracking YouTube Engaged Views, How Super Spenders Support Podcasts, & More
This week in the business of podcasting:Right Side Up and Sounds Profitable host a free October 28 webinar on how AI use and discovery affect podcast ad budgets, drawing on The Podcast Landscape 2026 …
Notas do episódio
This week in the business of podcasting:
- Right Side Up and Sounds Profitable host a free October 28 webinar on how AI use and discovery affect podcast ad budgets, drawing on The Podcast Landscape 2026 research.
- Tom Webster breaks down the Super Spenders report, finding that the 11% of podcast consumers who spend $300 or more account for roughly 62% of recalled podcast-driven spending.
- Spotify launches Memberships, letting creators keep 90% of earnings from paid fans, while YMH Studios explains why 12 of its comedy shows launched on day one.
- Bumper releases a free tool for sharing YouTube engaged views with advertisers, after YouTube’s change to how it counts a view nearly doubled views for the average podcast.
- AudioStack argues podcast buying has outpaced podcast creative and makes the case for dynamic creative matched to each episode’s content.
To find links to these, and every article covered in this week’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
Podcasting’s Super Spenders, Measuring Baked-In HLS Ads, & More
Today in the business of podcasting:Tom Webster breaks down the new Super Spenders report, finding that the 11% of podcast consumers who spend $300 or more account for roughly 62% of recalled podcast-driven …
Notas do episódio
Today in the business of podcasting:
- Tom Webster breaks down the new Super Spenders report, finding that the 11% of podcast consumers who spend $300 or more account for roughly 62% of recalled podcast-driven spending, and why they use more platforms and genres than other listeners.
- Podscribe and ART19 launch an integration that makes baked-in host-read ads measurable in HLS-delivered podcast episodes, with Daylight Media the first publisher live.
- Spotify’s Memberships launch, as YMH Studios’ Alan Abdine explains why 12 of its 35 comedy shows are offering paid memberships on day one.
- AudioStack argues podcast buying has outpaced podcast creative and makes the case for dynamic creative that matches each episode’s content.
- The Walrus will launch a Canadian podcast network in spring 2027, hosted on Acast with revenue shared with creators.
To find links to these, and every article covered in today’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
The U.S. Political Podcasting Picture, Substack Launches Podcast DAI, & More
Today in the business of podcasting:Signal Hill Insights’ Demos+ study of more than 3,000 monthly US podcast consumers finds the audience now skews Independent at 39%, with Democrats at 33% and Republicans at …
Notas do episódio
Today in the business of podcasting:
- Signal Hill Insights’ Demos+ study of more than 3,000 monthly US podcast consumers finds the audience now skews Independent at 39%, with Democrats at 33% and Republicans at 29%, ahead of the 2026 midterms.
- Substack is adding dynamic ad insertion to the podcasts it hosts, with early access opening this week, and Sounds Profitable’s Bryan Barletta tells Adweek buyers will want more detail on attribution partners, DSPs, and analytics.
- Point-To-Point Marketing’s Podcast Study 2026 of 1,205 US podcast consumers finds 74% listen to local radio weekly, and 47% of daily radio listeners say host-read ads strongly influence them to try or buy.
To find links to these, and every article covered in today’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
Spotify Announces Memberships, The 2026 Signal Award Winners, & More
Today in the business of podcasting:Spotify has unveiled Memberships, letting creators offer exclusive content and community perks for a fee, with creators keeping 90% of earnings and shows needing 100 …
Notas do episódio
Today in the business of podcasting:
- Spotify has unveiled Memberships, letting creators offer exclusive content and community perks for a fee, with creators keeping 90% of earnings and shows needing 100 consumption hours, 100 listeners or viewers and three episodes to qualify.
- Bumper released a free tool for sharing YouTube engaged views with advertisers, after YouTube’s late-August change roughly doubled average podcast views without any audience growth.
- The Streaming Wars looks at Disney’s new company-wide partnership with Dude Perfect and what it says about paying for contracted revenue instead of speculative growth.
- The Signal Awards named their winners, with Good Hang with Amy Poehler taking gold and the listener’s choice prize for Best Host.
- Apple explained its Safari block on identity resolution companies, which affects LiveRamp, ID5, The Trade Desk’s UID 2.0, Permutive and Audigent.
To find links to these, and every article covered in today’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
Golden Globes Podcasts Revealed, Spotify Expands Audiobook Availability, & More
Today in the business of podcasting:Right Side Up and Sounds Profitable host a free webinar on October 28 about how AI chatbots are changing podcast ad discovery and measurement. It draws on new LLM data from …
Notas do episódio
Today in the business of podcasting:
- Right Side Up and Sounds Profitable host a free webinar on October 28 about how AI chatbots are changing podcast ad discovery and measurement. It draws on new LLM data from The Podcast Landscape 2026.
- IAB Tech Lab finalizes its Podcast Technical Measurement Guidelines v2.3, which clarify download and ad-delivery measurement for audio and video podcasts. CoHost is the first hosting company certified under the new version.
- Spotify expands audiobooks from 22 markets to more than 180 by the end of 2026, after its Audiobooks+ add-on passed one million subscribers and $100 million in annual recurring revenue.
- Political ad spending for the 2025-26 cycle tops $10 billion as House races drive local demand. New Sounds Profitable research finds one in four likely voters who consume podcasts monthly could be swayed by a candidate’s podcast appearance.
- MIDiA Research counts nearly a billion monthly podcast platform users worldwide. YouTube leads with a 32% share, and YouTube and Spotify together hold half of the global market.
- The Golden Globes reveal the 30 podcasts eligible for Best Podcast at the 84th ceremony, with 11 new shows joining the list ahead of the December 7 nominations.
To find links to these, and every article covered in today’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
Podcast Audiences on Political Content, How Gen Z Engages w. Clips, & More
This week in the business of podcasting:Tom Webster breaks out the politics chapter of The Podcast Landscape 2026, a survey of 5,473 U.S. adults, covering how the podcast audience leans and whether a …
Notas do episódio
This week in the business of podcasting:
- Tom Webster breaks out the politics chapter of The Podcast Landscape 2026, a survey of 5,473 U.S. adults, covering how the podcast audience leans and whether a politician’s podcast appearance could sway midterm voters.
- Amplifi Media’s Steve Goldstein shares takeaways from a live Gen Z focus group at Podcast Movement 2026, from “best-of-ing” through podcast clips to how young listeners search for shows and decide within 30 seconds.
- The Podcast Study 2026 finds only 8.6% of listeners would accept more ads to keep podcasts free. It points to host-read ads, VIP clubs, memberships and social media discovery as the next growth levers.
- A Wondery and SmithGeiger study of 3,000 U.S. adults finds 81% of creator fans trust their favorite host as much as, or more than, their close friends. It also shows why multi-episode brand partnerships and clips pay off.
To find links to these, and every article covered in this week’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
Report on Politics and Podcasting, Fans Trust Creators, & More
Today in the business of podcasting:Tom Webster breaks out the political findings from The Podcast Landscape 2026, including how Americans feel about politicians as podcast guests and whether those appearances …
Notas do episódio
Today in the business of podcasting:
- Tom Webster breaks out the political findings from The Podcast Landscape 2026, including how Americans feel about politicians as podcast guests and whether those appearances could sway midterm voters.
- A Wondery and SmithGeiger study of 3,000 U.S. adults finds 81% of creator fans trust their favorite host as much as, or more than, their close friends. It also shows why multi-episode brand partnerships and clips work.
- Netflix is cutting about 1,000 jobs as it expects roughly $3 billion in ad revenue this year and adds video podcasts and creator programming.
- A new Nielsen report finds radio reaches 92% of U.S. adults each month, and that adding podcasts lifts reach among adults 18 to 34 to 94%.
- Dentsu wants brands to treat entertainment, including microdramas, video podcasts and YouTube-native series, as a core budget line instead of an innovation experiment.
To find links to these, and every article covered in today’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
Looking Beyond the Pre-Roll Ad, Gen Z on Podcast Clips, & More
Today in the business of podcasting:The Podcast Study 2026 from Strategic Solutions Research and Point-To-Point Marketing finds new revenue opportunities beyond the traditional podcast ad. Nearly half of the …
Notas do episódio
Today in the business of podcasting:
- The Podcast Study 2026 from Strategic Solutions Research and Point-To-Point Marketing finds new revenue opportunities beyond the traditional podcast ad. Nearly half of the 1,205 U.S. podcast consumers surveyed would join a free VIP club, and 46.7% have bought merchandise or attended an event.
- At Podcast Movement 2026, Amplifi Media’s Steven Goldstein ran a focus group with Gen Z NYU students. They described watching whole podcasts through clips and deciding within 30 seconds whether to keep listening.
- Audioboom reports record Q3 2026 revenue of $23.8 million, up 17% year over year, with Showcase marketplace revenue up 20%. The company plans three to four acquisitions as podcast industry consolidation continues.
- Ad tech and data vendors are preparing for fallout from iOS 27, which made Safari block identity vendors like LiveRamp and The Trade Desk’s ad-serving domain. IAB Tech Lab’s Trusted Server concept is offered as a server-side workaround.
To find links to these, and every article covered in today’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
Politics and Podcasting: A Special Report from The Podcast Landscape
This week Tom Webster looks at how podcast consumers feel about politics in podcasting as the midterms approach, drawing on the politics chapter of The Podcast Landscape 2026 and, for the first time, what moved …
Notas do episódio
This week Tom Webster looks at how podcast consumers feel about politics in podcasting as the midterms approach, drawing on the politics chapter of The Podcast Landscape 2026 and, for the first time, what moved since last year.
Tom gets into:
- How the podcast audience compares to the country by party and ideology
- Whether politicians belong on podcasts, and how weekly consumers and never-consumers differ
- How likely midterm voters say a podcast appearance would affect their vote
- What happened to political talk as a genre heading into the election
What Moves Podcast Performance, Keeping Brand Deals Personal, & More
Today in the business of podcasting:Podscribe’s Q3 benchmark report finds geography is the strongest targeting signal for podcast ad results, followed by a recent visit to the advertiser’s website and its Buyer …
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Today in the business of podcasting:
- Podscribe’s Q3 benchmark report finds geography is the strongest targeting signal for podcast ad results, followed by a recent visit to the advertiser’s website and its Buyer Power Score.
- The Podcast Study 2026 finds only 8.6% of listeners would accept more ads to keep a podcast free, while 54.8% say shows already carry too many.
- Right Side Up’s Krystina Rubino shares how a podcast host halved her rate for a fertility brand, and why bespoke deals still run on one-to-one relationships.
- Media, Built’s Steve Raizes argues Spotify’s Joe Rogan renewal buys the right to sell him rather than an exclusive, and what that means for ad sales across platforms.
- ADOPTER Media’s Adam McNeil explains how a brand’s place on the adoption curve should shape how it buys podcast ads.
To find links to these, and every article covered in today’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
Apple Talks HLS, Audible Debuts NielsenIQ Spoken Word Data, & More
Today in the business of podcasting:Apple Podcasts product manager Ted Hosmann explains how video podcasts work over HLS at the IETF’s HLS Interest Day. He says top shows have grown their audience more than 20% …
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Today in the business of podcasting:
- Apple Podcasts product manager Ted Hosmann explains how video podcasts work over HLS at the IETF’s HLS Interest Day. He says top shows have grown their audience more than 20% on average since adding video, and Apple has also quietly acqui-hired members of the team behind AI audio startup Huxe.
- Audible and NielsenIQ surveyed 18,000 spoken-word listeners across 11 countries. 34% say they listened to more audio than the year before, and 50% are open to AI-narrated content.
- Digiday reports that top creators like Alix Earle and Kevin Cooney are cutting their brand rosters and asking more of the partners they keep, including equity and product input.
- PQ Media says global product placement spending hit $37.16 billion in 2025, with music and audio the fastest-growing category thanks to placements in popular podcasts.
- RSS.com launches a free in-browser transcription tool built on OpenAI’s open-source Whisper model, so audio never leaves the user’s device.
To find links to these, and every article covered in today’s episode, click here. You can also subscribe to The Download’s newsletter to receive the full issue straight to your email inbox every day.
The New Rules of Podcast Advertising, Automating the Average, & More
This week in the business of podcasting:Tom Webster says AI is the average machine, so podcasters should hand it routine work like show notes and ad operations and protect the host-read ad and the show …
Notas do episódio
This week in the business of podcasting:
- Tom Webster says AI is the average machine, so podcasters should hand it routine work like show notes and ad operations and protect the host-read ad and the show itself.
- Audacy's Leah Reis-Dennis argues the old podcast advertising playbook is outdated, citing 22% lower cost per acquisition on mid-sized shows, the hybrid audio and video audience, and the trust behind host-read ads.
- Signal Hill Insights' Audio on the Move study finds AM/FM radio holds 46% of Canadian in-car listening and that 68% of Canadians dislike fully AI-generated podcasts.
- WARC forecasts global ad spend will grow 11.9% to $1.34 trillion in 2026, with growth slowing to 8.4% in 2027.
To find links to these, and every article covered in this week's episode, click here. You can also subscribe to The Download's newsletter to receive the full issue straight to your email inbox every day.
Resetting Podcasting's Thermostat, Ad Spend Increase, & More
Today in the business of podcasting:Tom Webster says AI is the average machine, so hand it the routine podcasting work like show notes, transcripts and ad ops, and protect the human work of host-read ads and …
Notas do episódio
Today in the business of podcasting:
- Tom Webster says AI is the average machine, so hand it the routine podcasting work like show notes, transcripts and ad ops, and protect the human work of host-read ads and the show itself.
- WARC forecasts global ad spend will grow 11.9% to $1.34 trillion in 2026, with social, search and retail media taking 66.4% of spend and growth slowing to 8.4% in 2027.
- A new tool called Pod Is Life combines podcast charts from Apple Podcasts, Spotify, YouTube, Castbox and Pocket Casts into one ranking, though the scores seem to reflect the biggest shows in each country.
- A federal appeals court has given the FCC until noon Friday to decide whether to uphold its lowest unit rate policy for political ads, ahead of the Nov. 3 election.
To find links to these, and every article covered in today's episode, click here. You can also subscribe to The Download's newsletter to receive the full issue straight to your email inbox every day.
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