This is the Download from Sounds Profitable, the most important news from this week and why it matters to people in the business of podcasting. I'm Newton Shabbukati. And I'm Gavin Gattis. The Download is brought to you by PodScribe. Find out more at podScribe.com. This week, Megaphone, to Recertify with the IAB, new research looks at how tolerant audiences are of podcast ads, Spotify partners with NABULA to bring video content to the platform,
and new Canadian legislation taxes streaming services to fun local content. Let's get started. From an exclusive reveal this Sunday in POT News, Spotify's Megaphone platform is now working to be recertified with the IAB. The move follows a late April discovery that all of Spotify's podcasting arms, including Megaphone, Spotify for podcasters, and Chartbol had been removed from the IAB's
list of compliant companies for podcast measurement. Spotify's place in the industry without IAB membership or certification became a widespread conversation topic, prompting Bryan Barletta's piece of mice and Megaphone last week. According to a Spotify spokesperson speaking with Pod news, Spotify remains committed to the IAB's mission and are in the process of getting V2.2 certification for Megaphone. This Wednesday from Tom Webster, it sounds profitable. Various iterations of the
phrase, my audience won't tolerate advertising are quite common in podcasting. Webster seeks to push back on it. A quote from Webster, quote, there are three things I know to be true about this statement. One, I am sure there are people in your audience for whom this is true. They are the ones who email you and ping you on social media. Two, I am sure there are people for whom this is not true. They do not email you to tell you they love ads. They just don't email you.
And three, if someone stops listening to your show because you run an ad, you never really have them in the first place. Your love will forever remain unrequited. Like the poet Gordon Sumner once wrote, if you love someone, set them free. Free, free, set them free. End quote. The sentiment can also be challenged with more concrete data as the upcoming study ad nauseam surveyed 1,000 weekly podcast listeners about their expectations and perceptions of podcast
advertising. When responding to the sentiment, when listening to a podcast, how do you feel about ads, respondents largely tended to enjoy the ads or simply not mind them. The surprising numbers come from those who truly like the saying claims are intolerant of podcast ads. Quote. The percentage of weekly podcast listeners who said ads were intolerable was one as in a single percent. An additional 8 percent noted they were barely tolerable with the remainder finding
them increasingly tolerable and even enjoyable. In fact, 17 times more podcast consumers say they generally enjoy them than found them intolerable. End quote. Further findings from ad nauseam will be shared in a free webinar on Wednesday, June 12th at 3 p.m. Eastern Standard Time. Link in the show notes. This Tuesday, Spotify announced a partnership with Video Streaming Service Nebula.
The company was founded in 2019 to serve as a creator owned alternative to YouTube multi-channel networks with a focus on hosting video essays, video podcasts and classes from established content creators. The partnership will bring content from several top nebula creators to Spotify's video podcasting platform. The initial slate of content includes music reviewer Todd and the shadows, movie review series Cinema Winds, and video essayists like F.D. Signifier and Cat Black.
A quote from Nebula CEO Dave Wiskas quote, Spotify gives us an opportunity to expand our reach, not just in numbers, but with the exact kind of audience who would most enjoy what we do. End quote. Continuing that theme of expanding reach on the same day, TechCrunch writer Lauren Forrestle covered the announcement that Discord and tune in are
partnering up. The partnership will bring tune in full streaming library of AM and FM radio, sports content and podcasts to the instant messaging and voice chat app Discord. Co-listing has been a major part of Discord community since the early days of the app, with users commonly using third party bots to jury rig ways to listen to music and spoken word
content while in voice calls with friends. A trend so popular, YouTube had Discord disabled the functionality to stop the noticeable ad free traffic spikes from Discord bots. An official feature enabling Discord users to consume podcasts casually in voice calls, not only better empowers existing podcast audiences, it likely will create new podcast listening audiences as new listeners are exposed to friends favorite shows via tune in.
One last development on a Tuesday, the Canadian Radio Television and Telecommunications Commission have passed the Online Streaming Act, amending the Broadcasting Act. The Broadcasting Act, formally approved in February of 1991, defines the role of the CRTC as the country's broadcasting regulator and to maintain Canada's cultural diversity by way of
requirements on how much of a broadcaster's content must be Canadian-made. The new online streaming amendment requires foreign streaming services operating in Canada to pay 5% of their Canadian revenue to support the domestic broadcasting system. The Levy is expected to raise $200 million
Canadian per year. There are some concerns about the bill. University of Ottawa law professor Michael Geist highlights that the bill originally was intended to also update the definition of Cancon, Canadian content, but did not, so an older definition of what counts will apply to the new money raised by Bill C-11. Finally, it's time for our quick hits. These are articles that didn't quite make the cut for today's episode, but are still worth including in your weekend reading this week.
Digital Markets bill passed Paving Wave for Publishers, leveling the playing field with Big Tech by Dominic Pondsford. The new bill establishes further rights for publishers and sets the states for replicating Australian legislation that compels tech companies to compensate publishers for scraping information from sites to share and search results. Colgate launches first-ever podcast advertising campaign with The Diary of a CEO.
The six-month campaign arranged by WaveMaker UK and Adelicious will promote Colgate Total toothpaste on the podcast. IAB's online ad spend numbers indicate brands focused on short-term sales targets. The findings stem from IAB Australia's online advertising expenditure report. And Triton Digital unveils 2024 Canadian podcast report. Key findings include the average Canadian listener consuming 8.2 podcast episodes per week.
And that was the download brought to you by SoundsProphetable. I know we went through today's stories fast, so be sure to check out the links to every article mentioned right in your podcast listening app or on the download section of SoundsProphetable.com. And thank you for sticking with us as we bring you the top stories you might have missed from the past week. I'm Newton Shuttlecottie. And I'm Gavin Gattis, our producers are myself Brian Barletta and Tom Webster,
special thanks to Speaker for hosting the download and thanks to you for joining us. Robot.