¶ Reflections On Podcast Show London
This is the download recap from Sounds Profitable, the most important news from this week and why it matters to people in the business of podcasting. I'm Gavin Gaddis. The download recap is brought to you by Podscribe. Find out more at Podscribe.com. This week's top stories include reflections from podcast show London, Tom Webster talks about the podcast advertising anomaly, specifically the lack of a gender gap when it comes to advertising attention recall.
We also have a webinar roundup I've built for you. This has a handful of webinars coming up in the near future and soon future that you should be. aware of in the business of podcasting. And then our final top story is Ofcom Podcast Survey and Audio Report 2025, which includes analysis from Adam Bowie. Let's get started.
It's the week after a big industry event. Let's check out some of the industry reflections on conversations had at Podshow London. First up, Amplify Media's Stephen Goldstein gives an overview of the conference. with five key takeaways. These include YouTube's evolution from a polite observer in 2024 to a major player in podcasting events this year, like at Podcast Movement Evolutions.
on Airfest and now Podcast Show London. While video podcasting has been around since before the word podcast was fully solidified, Ashley Carman notes contemporary conversations about video production elsewhere at the event signal a shift towards the contentification of podcasting. For example, Flight Story CEO Georgie Holt and Pave Studios founder Max Cutler make a point of saying they call content a show instead of a podcast.
Matthew McLean of the podcast host interviewed quite a few folks at Podcast Show London regarding the importance of the industry embracing and promoting podcasting's roots of spoken word audio. And finally, Blueberry Podcasting founder Todd Cochran shares a piece detailing how podcasting can prevent video or bust narratives from freezing out new voices for the industry.
While video is doing well, he points to not as celebrated data that audio podcasting is at an all-time high. The U.S. Infinite Dial found 70% of Americans 12-plus have listened to a podcast and... Monthly reach is at 55%. Apple Podcasts revealed in London that they had their best year ever for listeners, hours streamed, and paid subscribers. Video may be growing at a healthy pace. But it's worth remembering, Oro Podcasting, A-U-R-A-L, is also growing still.
¶ Podcast Advertising Recall Data
The next chapter of Data from the Advertising Landscape will focus specifically on podcast advertising's performance in regards to attention and trust. One bit of data that stands out to Tom Webster is evidence there is, nearest makes no difference, no gender gap when it comes to podcast advertising recall. Male podcast listeners surveyed for the advertising landscape clocked in at 86% recall on podcast ads, while female listeners scored 85%. A gap so small that statistically...
It might as well be a rounding error. For comparison, AM FM radio scored an 11 point gap between two measured genders. Cable TV has a five point gap and Reddit has a sizable. 24 point gap because, well, obviously Reddit is a very dude centric place. Following up, Tom Webster also wrote a LinkedIn article as a companion to the main piece.
Digging into that 11 point gap for AMFM and what that gap means for advertising mediums in general, as well as what makes podcasting special for having closed that gap.
¶ Upcoming Industry Webinars
Welcome to the webinar roundup. You'll want to get the newsletter version of today's episode handy because I got a lot of links for you today. There's quite a few webinars coming up over the next week or two. I've built out a handy dandy section to show off what you can attend and when. First up, the podcast data your CMO cares about. How to measure what moves the needle.
That's June 3rd at 11 a.m. Eastern Standard Time. I'm going to stick with Eastern for all these so they're consistent. Quill and co-host founder Fatima Zady and Sounds Profitable's Tom Webster. We'll give a 45-minute presentation on what podcast success actually looks like in 2025, including why traditional metrics are no longer enough, how to analyze audience behavior, and how to build podcast reports. Your CMOs will...
truly care about. Next up, Q2 2025 Podscribe Performance Benchmark Webinar. This is June 3rd at 1 p.m. Eastern Standard. PodScribe will give a sneak peek into their latest quarterly benchmark data before it goes public, including which audience segments are converting best this year, how measurement of audio campaigns is scaling internationally, and how soon.
Does your audience take action after listening to an ad? And the next day, The Advertising Landscape Part 2, Attention and Trust. That is June 4th at 2 p.m. Eastern Standard Time. Tom Webster will present the latest chapter of the landmark advertising landscape 2025 study with a specific focus on how podcasting continues to defy expectations in a world.
that has taught consumers how to avoid advertising at all costs. Then a few days later, audio for success, why not every podcast needs video, and why advertisers shouldn't worry. This is... July 9th at 1pm Eastern Standard Time. True Native Media is hosting a panel discussing why audio-first podcasting is still important in the age of video and reasons why advertisers shouldn't overlook
audio-only podcasting. The webinar's panelists include True Native Media founder Heather Osgood, ACAST Creative Studios VP Emily Rutter, and Sounds Profitable partner Brian Barletta.
¶ UK Podcast Listenership & News
For our final top story of the issue, analyst Adam Bowie takes a look at the new Ofcom UK podcast survey published last week. This was built from a survey conducted by Yonder for 10 days in March of 2025 with a nationally representative sample of 2,368 respondents. Bowie has built out the data in some handy Google charts, showing off findings like 50% of respondents have ever listened to a podcast, and 25% are regular, defined as weekly. In this context, listeners.
Demographics are diverse, with 41% of ethnic minority groups consuming podcasts weekly in the UK. The most likely age demo to listen to podcasts in the UK is 25 to 34 at 45%. The report also provides top 10 podcast charts based on three age demographics. Bowie notes that the biggest podcasts are also the most appealing to younger audiences. For example, The Joe Rogan Experience and The Diary of a CEO are top two for adults 15 plus and adults 15 to 34.
but plummet to 57th and 32nd place, respectively, when you only look at the 55 plus demographic. Finally, it's time for my quick hits. These are articles that didn't quite make the cut for top story coverage, but they are things I've covered this week I think you should include in your weekend reading. First up. The Tribeca Film Festival, just under two weeks away, has their full 2025 lineup posted, which includes a section specifically for audio storytelling.
This features events from a live taping of This American Life Excellence in Audio Journalism Gala to a live episode recording of Talk Easy with guest Sam Rockwell. Space is limited. Ticket prices are cheap. You should check it out. Speaking of things to check out, Nomato is hosting an immersive audio podcast masterclass on Thursday, June 19th.
at noon Eastern Standard Time. Tickets can be picked up with the link provided in the show notes, etc., etc. Former Vice President and CRO of Barometer, John Sardellis, has announced he's joining the BBC as Head of Sales. Podcasts for North America. And Quill has announced the winners for the fifth annual Quill Podcast Awards. I suggest you check out the B2B branded section for a winner that yours truly voted for. Hint, hint.
That was the download recap brought to you by Sounds Profitable. I know I went through today's stories fast, so be sure to check out the links to every article I mentioned. Available right in your podcast listening app. Or you can cut out the middleman and go to soundsprofitable.com. Check out the download section. I'm Gavin Gaddis. Our producers are myself, Brian Barletta, and Tom Webster. Thank you so much.
much for sticking with me as I brought you all the top stories you might have missed this week. My phone went off and I'm thrilled to announce it's my Beyonce telling me she did not get picked for jury duty. What a way to end the workday. Robot? Download complete.