This is The Download from Sounds Profitable, your daily source for the essential news in the business of podcasting. I'm Gavin Gaddis. Here's what you need to know for today, Thursday, April 10th. First up, the impact Spotify's video has on publishers. This is from Brian Barletta. It sounds profitable. He kicks off the piece looking at Spotify's video and streaming audio with a strong statement.
Quote, in its current state, I urge the podcast industry not to take part in Spotify video and streaming audio as it stands to have a massive and long term negative revenue and reputational impact for those involved. End quote. He goes on to detail how Spotify currently handles advertising on the platform and how it impacts podcasts. Uploading even one video episode to either Megaphone or Spotify for Creators converts a podcast entirely to a cached delivery of that podcast through Spotify.
every episode, eliminating the RSS feed entirely as the content is streamed to users on Spotify from Spotify. This eliminates publishers' abilities to reconcile IAB-certified downloads and ad delivery, use analytics and attribution prefix URLs, and implement DAI directly as they now have to use Spotify ad insertion.
Barletta calls for industry collaboration and discussion to come to a position that can be collectively bargained because as things currently stands, he argues it is not in podcasting's best interest to opt into Spotify video and audio streaming. Shows that have been converted to the system can contact customer support at Spotify for Creators or Megaphone and request their podcast be rolled back to RSS support.
Next up, the fandom phenomenon. A new report from Wondery, Dentsu, and Edison Research looks at podcast fandom by both doing in-depth reviews with 20... US podcast fans who are classified as somebody who spends 9.25 hours or more consuming podcasts per week. and conducting an online survey of 3,278 U.S. monthly podcast listeners age 13+.
Key findings include 42% of fans saying they are more likely to pay attention to podcast ads that are relevant to the topics discussed in the episode. 68% of fans follow their favorite podcast on social media and 43%. engage with podcast-originated IP through other forms of media, for example, books and TV adaptations. And as previous research has shown, podcast fans like when brands help make their favorite shows possible.
with 65% of fans reporting they are grateful to brands that support their favorite podcasts. Also, 54% say they're more likely to trust that brand because of the podcast they've appeared on. For our final top story, what's working in podcast advertising right now? Insights from Libsyn ads at Podcast Movement Evolutions. An overview of presentations and events featuring Libsyn adds team members during Evolutions by Podcast Movement last week.
Brooke Collins and Karen White stress the widespread adoption of third-party attribution, with around 90% of campaigns using it from the jump. Measurement is part of the process, not an add-on. Adopter Media's Adam McNeil and Libsyn ad Stephen Pickens spoke to the importance of transparency and sharing insights with new buyers looking into podcasting. The less gatekeeping there is, the easier it'll be for podcast advertising to grow.
An overall theme running through all the various sessions also serves as a thesis statement for the industry. Podcast advertising is no longer niche. It's strategic, scalable, and ready to deliver. As for the rest of the news, DeepCast has announced a big expansion in their DeepCast creator features for pod sites, opening up customizable options, custom pages, embedded media support, and built-in contact forms.
Podcast One has announced a 218% year-over-year increase in video views on their content distributed across leading services like YouTube, Rumble, Substack, Spotify, TikTok, and Apple+. Acast has teamed up with Supercast to allow podcasters on Acast to access Supercast suite of tools to create and grow premium podcast subscription platforms.
Australian broadcaster ARN Media has launched Integrate, a creative solutions team responsible for creating integrated ideas for brands and developing long-term partnerships. Wondery has a new investigative podcast dubbed Death County, Pennsylvania, in which investigative journalist Joshua Vaughn looks into a series of mysterious inmate deaths. in Dauphin County Prison. eMarketer predicts US creator podcast revenues will approach $1 billion this year, according to their forecast.
And a new content supergroup has been created with the merging of Platform Media, Listen Entertainment, and Goldhawk Productions. Be sure to check out the links to every article mentioned right in your podcast listening app or at soundsprofitable.com where you can also subscribe to the newsletter version. The download is written and produced by Brian Barletta, Tom Webster, and myself, Gavin Gaddis. For Sounds Profitable, I'm Gavin. Download us again tomorrow.