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.
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This week in the business of podcasting: Ben Robins shares his takeaways from Advertising Week Europe, arguing the podcast advertising industry is data-rich but insight poor. Sounds Profitable's Tom Webster will debut the 2026 UK Advertising Landscape Study at The Podcast Show London in May. Spotify has launched interactive carousel ads and branded playlist takeovers for advertisers, adding A/B testing and automated bidding to its Ads Manager platform. A federal judge has issued an injunction bl...
Podcast holdouts aren’t missing content. They’re missing a signal strong enough to cut through the platforms they already use—and moderate voices can’t generate that signal. Why do politically moderate and center-right Americans make up a disproportionate share of podcast holdouts, even as right-leaning shows dominate the charts? Data from The Last Quarter reveals that the gap isn't about ideology or content, but about discovery architecture: the platforms conservative audiences rely on surface ...
This week in the business of podcasting: Beehiiv Enters Podcasting: Newsletter platform Beehiiv is quietly recruiting independent podcasters from Substack to join its upcoming podcast program, with a full launch expected this week. Podnews Weekly Review will feature an exclusive interview with Beehiiv CEO Tyler Denk this Friday. JAR Podcast Solutions Launches JAR Replay: JAR Replay is a new podcast audience retargeting tool that uses listening signals to serve Visual Audio ads to recent podcast ...
The episode provides an overview of the latest developments in the podcast industry. It highlights the release of Podcast Movement Evolutions videos, significant growth in Japan's podcast listenership, and the tracking of HLS video podcast adoption. Key discussions also include the shift in advertising towards "always-on" buying at IAB NewFronts and Versant's reported interest in acquiring Vox Media's podcast network, alongside a rapid-fire round-up of other industry news.
This week in the business of podcasting: Apple launched its new HLS video experience for Apple Podcasts with the iOS 26.4 update, bringing full video podcast support to iPhones — with hosting platforms Podspace, Riverside, Ausha, and Firstory joining the growing list of supported services. Sounds Profitable's Tom Webster debuts new research on podcasting's "last quarter" — the 25% of American adults who have never listened to a podcast — revealing a Spanish-language opportunity, a word-of-mouth ...
Today in the business of podcasting: Apple Podcasts Video Launch: Apple released iOS 18.4 with HTTP Live Streaming (HLS) support for Apple Podcasts video, with 48 podcasts available at launch including 31 hosted on Acast, though macOS and Apple TV support is not yet available. FIFA World Cup 2026 Podcast Advertising Opportunity: With $10.5 billion in incremental global ad spend forecast during the 2026 FIFA World Cup quarter, brands are expanding beyond live match broadcasts into companion media...
Today in the business of podcasting... Podcast Audience Growth & Non-Listener Research: Tom Webster's new Podcast Landscape data reveals that the 25% of U.S. adults who have never listened to a podcast are best reached via YouTube and Facebook, and respond better to topic-driven messaging than format or technology-focused promotion. Apple Podcasts HLS Video Distribution Update: Apple's iOS 26.4 update expands HTTP Live Streaming (HLS) video podcast support, adding hosting platforms Podspace,...
Click here to read the report. A look at who makes up the 25% of U.S. adults who have never consumed a podcast. Tom Webster examines the 25% of U.S. adults who have never listened to a podcast, drawing on data from a 5,000-person Podcast Landscape study. The holdouts skew older, female, and lower-income, with key barriers including lack of awareness, format misperceptions, and limited word-of-mouth in homogeneous communities. Webster identifies actionable strategies for podcast discovery and aud...
Today in the business of podcasting... Spotify Layoffs Hit Podcast Division: Spotify cut 15 employees from its podcasting sector this week, with The Ringer and Spotify Studios bearing the brunt of the reductions — and New York, New York With John Jastremski being canceled. If the news has you thinking about your next move, the Sounds Profitable job board is free to use and updated daily with new podcast industry opportunities. Barometer and AdsWizz Bring Episode-Level Brand Suitability to Podcas...
Today in the business of podcasting: Podcasting Outperforms Other Media for Brand Reach and Attention – A new Acast and Nielsen survey of 3,500 UK adults found that adding podcast advertising to a media mix boosts brand consideration 33% more than radio alone, with podcast ads also outperforming live TV, BVOD, and streaming video in both campaign reach and audience credibility. Goalhanger Launches Creator Fund to Grow UK Podcast Talent – Gary Lineker's podcast production company Goalhanger is la...
This episode delves into significant updates for Apple Podcasts, including new HLS video hosting partners and the anticipated iOS 26.4 release. It provides a comprehensive recap of Podcast Movement Evolutions' successful integration with SXSW, highlighting keynotes and industry awards. Further discussions cover innovative advertising partnerships, such as YMH Studios offering free multi-platform attribution, and strategic measurement initiatives in the Australian market by Amazon Ads, Spotify, and IAB Australia, alongside emerging industry trends.
Today's podcast update delves into IAB Australia's strategic focus on the future of measurement and the significant role of events like Podcast Movement Evolutions in supporting the industry. It also explores the anticipated Apple Podcast HLS video launch and Nielsen's findings on podcasting's growing reach, highlighting marketers' undervaluation of its ROI. The episode concludes with California AG Rob Bonta's insights on the landmark social media addiction trial and AI regulation, alongside other key industry developments.
Bryan Barletta reflects on Podcast Movement Evolutions’ first year at SXSW and what it means for the industry going forward. Podcast Movement Evolutions made its debut at SXSW in Austin, bringing the podcast industry to the center of the global creator economy conversation with keynotes from YouTube and Apple, live recordings, and top creators like Steven Bartlett, Tim Ferriss, and Hala Taha. From indie podcast awards to industry research reveals, the event proved that podcasting is driving the ...
Today in the business of podcasting: Amazon Ads and Spotify have partnered to give Australian advertisers programmatic access to Spotify's audio and video inventory through Amazon DSP, combining Amazon's shopping and streaming data with Spotify's 751 million monthly listeners for full-funnel campaign planning in a single solution. Tom Fox argues rural podcasters are positioned to fill the civic void left by shrinking public media, with local institutions like community banks, colleges, and small...
Today in the business of podcasting: Table Read, a fiction podcast featuring award-winning actors performing unproduced film and TV scripts, completed its first-ever live recording at Podcast Movement Evolutions last week. Jack Levy has a new essay reflecting on how consistency and execution can elevate something from a tool to a medium all of its own. AdsWizz's Dave Sosson makes the case that audio is the missing piece in CTV strategy, citing studies showing retail campaigns combining audio and...
Today in the business of podcasting: Apple Podcasts announced new HLS video hosting partners at Podcast Movement Evolutions, including Transistor, PodBean, Captivate, RSS.com and others, and marked its first ever official appearance at a North American podcast conference with a keynote from executives Stacey Goers and Jake Shapiro. Podcast Movement confirmed Evolutions will return to SXSW in 2027, following a debut weekend that included keynotes from Apple Podcasts and YouTube, live performances...
This week in the business of podcasting: Podcast Movement Evolutions has taken over SKYBOX on 6th at SXSW 2026 through Sunday, with no badge or ticket required, featuring live tapings tonight from Table Read, Scalable Podcast, and Broken Record with special guest Maya Hawke, and tomorrow night's Companion Presents: In Good Company event with Penn Badgley and a headliner set from Andy Grammer. Sounds Profitable founder Bryan Barletta argues Apple Podcasts' HLS announcement returns control to host...
Today in the business of podcasting: Sounds Profitable's Bryan Barletta argues the big picture of Apple Podcasts' HLS announcement. It's less about video podcasting and more about what happens when an open standard connects a public app to multiple distribution hubs, potentially opening the door for rights holders in other industries to consider similar RSS-inspired methods. A new Acast Podcast Pulse report from Singapore finds 97% of local listeners say a podcast has changed their mind on a top...
Today in the business of podcasting: Podcast Movement Evolutions kicks off this Friday at SKYBOX on 6th in Austin, a free three-day event with 400-person capacity plus overflow, featuring curated panels, live performances (inclduing live Scalable podcast recording on Friday at 7:15 p.m). Libsyn reports 2025 as a record year for creator payouts, with ad impressions up 46% year over year to 4.5 billion and monetizing creators growing more than 2.5 times after the platform removed download minimums...
Let’s look at what upgrading video on Apple Podcasts means for podcasting as an industry. Apple Podcasts is rolling out support for HTTP Live Streaming (HLS). Bryan Barletta breaks down what HLS actually is, how it handles video, audio, and dynamic ad delivery through HLS Interstitials, and what it means to have early buy-in from hosting platforms like Acast, Amazon’s ART19, Triton’s Omny Studio, and SiriusXM Media. Written by Bryan Barletta Edited by Molly DeMillier, Tom Webster, and Gavin Gadd...
Today in the business of podcasting: Podbean has pulled its dynamic ad insertion tool PodAds from the U.K., Europe, and EEA, citing evolving global privacy regulations and a shift in internal product focus. Bumper's Jonas Woost shares data from over 100,000 podcast episodes, showing audiences on Apple Podcasts and Spotify listen to 76% of a podcast episode on average. Elis James and John Robins is set to be the first BBC podcast to accept outside sponsorship now that it is no longer funded with ...
Today in the business of podcasting: Digiday examines long-form creator content's push onto television screens, highlighting Spotter's New York upfront event and moves by Audiochuck and Universal's UCP to develop podcast IP for TV — with brands still needing convincing to shift ad budgets to match audience engagement. RSS.com co-founder Alberto Betella argues the real issue with AI in podcasting is opacity, not the tools themselves, launching an AI disclosure checkbox in RSS.com's episode upload...
Today in the business of podcasting: Podcast Movement Evolutions at SXSW adds Penn Badgley and SAG-AFTRA President Sean Astin to its lineup, with Oxford Road and founding sponsor Libsyn hosting the inaugural Indie PaC Awards on Sunday, and Spotify marking its 20th birthday with keynotes and a star-studded concert hosted at Stubb's BBQ. Tom Webster argues that coverage of a new Edison Research Share of Ear data point - in which spoke-word daily consumption percentage for podcasting passes AM/FM r...
Today in the business of podcasting: Sounds Profitable's Tom Webster pushes back on the idea podcasting has "finally" caught AM/FM radio in spoken-word listening share, arguing the milestone already passed. Share of Ear's audio-focused methodology leaves out the many hours of spoke-word consumed as podcasts people primarily watch. Frequency and Flightpath announce a partnership integrating Flightpath's predictive inventory planning into Frequency's Premium Publisher Network, aiming to replace re...
Today in the business of podcasting: Amazon builds on its audio strategy with a new $8.99 Audible Standard tier focused on streaming rather than ownership, folding Wondery+ into Audible Originals with ad-free content, exclusive shows, and early-access perks. Podcast Movement Evolutions at SXSW adds Penn Badgley and SAG-AFTRA President Sean Astin to next week's lineup, alongside Apple Podcasts spotlighting its new HLS-powered video podcasting upgrade. Ampere Analysis finds 20% of global internet ...
One caveat to charting spoken word podcasting against radio: spoken word isn’t confined to audio. Edison Research's Share of Ear data shows podcasting tied with AM/FM radio at 40% of spoken-word listening — but Tom Webster argues podcasting already passed radio when you account for the millions watching video podcasts on YouTube that audio-only measurement can't see. The real story isn't podcasting catching radio; it's podcasting expanding the spoken-word market entirely, drawing new audiences t...
Today in the business of podcasting: Magellan AI integrates Nielsen DMA data into its podcast attribution platform, giving advertisers local market measurement across 210 standardized U.S. media markets. Podcast Show London 2026 has published its full speaker lineup ahead of the May 20–21 event at Islington's Business Design Centre, with Sounds Profitable returning as a stage sponsor and hosting a pre-show happy hour May 19th. IAB Australia's 2026 Audio Advertising State of the Nation report fin...
Today in the business of podcasting: Ashley Carman's recap of the Bloomberg Podcast Business Summit finds video now essential to podcast strategy, with executives like Kara Swisher and Goalhanger's Jack Davenport treating YouTube presence as a baseline requirement for new and existing shows. IAB Australia's 2025 internet advertising report shows the country's digital ad market hit $18.4 billion AUD, with podcasting outpacing streaming audio in a segment that grew 8.2% year-over-year. Oxford Road...
This week in the business of podcasting: Podcast Movement officially announces New York venue and dates, Dan Misener looks at podcast ad retention, Tom Webster discusses the power of podcasting's co-consumption audience, and winners of The Ambies 2026. Click here to find every article and link discussed in today's episode post on SoundsProfitable.com
Today in the business of podcasting: the 2026 edition of the Podscape is now live, Podcast Movement is coming to New York City in mid-September, what does "two people on a couch" discoverability look like for audio podcasting, and the deadline to submit for The Podcast Show London is TOMORROW. Click here for the full newsletter on SoundsProfitable.com , including every link discussed.
