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PODCAST

Sounds Profitable

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

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All Episodes

00:07:53

Lessons on Podcast Impressions, Barometer Brand...

Sounds Profitable ·

2026/10/06

Today in the business of podcasting:Sounds Profitable Partner Tom Webster and ADOPTER Media's Glenn Rubenstein host a free webinar on October 13 at 2:00 p.m. ET, using new Podcast Atlas analysis to profile podcasting's heaviest buyers, the Super Spenders.Audacy's Leah Reis-Dennis argues in a Sounds Profitable guest article that outdated podcast advertising advice needs a rewrite, citing 22% lower CPA on mid-sized shows, the value of host expertise, and the discovery role of video.Barometer's AI

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00:09:22

Industry Leaders on Scale, Podcast Landscape 2026...

Sounds Profitable ·

2026/10/02

This week in the business of podcasting:Sounds Profitable's Podcast Landscape 2026 shows podcast reach holding steady at 74% of U.S. adults, while Netflix debuts as the third most-used podcast platform and video viewing climbs to 44% weekly.Acast's Greg Glenday, Oxford Road's Dan Granger and Triton's Sharon Taylor explain how they reached scale, why measurement remains the industry's biggest problem, and why they believe podcast advertising is still early.International Podcast Day brought a wave of

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00:07:25

The Podcast Landscape 2026 Pt. 1, Podcasting's Place...

Sounds Profitable ·

2026/10/01

Today in the business of podcasting:Sounds Profitable's Podcast Landscape 2026 finds U.S. podcast reach holding steady at 74% of adults, with Netflix arriving as a top-three platform and weekly video podcast viewing rising to 44%.ExchangeWire asks whether podcasting is rated highly enough in the media mix, as UK weekly listening grows to 27% and ad execs weigh in on attention, host-read ads, and attribution.Oxford Road CEO Dan Granger and Sounds Profitable's Bryan Barletta explain why the host is

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00:03:54

The Podcast Landscape 2026 - The Core Numbers

Sounds Profitable ·

2026/10/01

This week Tom Webster shares Part One of The Podcast Landscape 2026, our annual study of how Americans consume podcasts, drawn from a census-weighted survey of 5,473 US adults. Podcasting's audience is large and stable, but it is increasingly consuming in places not built for podcasts. Tom gets into five findings:Reach held steady, with 74% of adults having consumed a podcast and 39% in the past weekNetflix is the third most-used service for podcasts, ahead of Apple PodcastsPodcast-native apps kept

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00:06:53

International Podcast Day Announcements, Podcast...

Sounds Profitable ·

2026/09/30

Today in the business of podcasting:Acast, Oxford Road, and Triton Digital leaders explain how they reached scale, why inconsistent measurement remains a core problem, and why one CEO says podcast advertising is still "at the basement."International Podcast Day brings a wave of announcements, including 82 free Podcast Movement NYC sessions on YouTube, a redesigned Podigee platform, and Flightcast's new Collaborative Publishing.Radiocentre research finds that shifting search and social budgets into

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00:05:28

BetterHelp Goes Global with Media Bodies, IAB Tech...

Sounds Profitable ·

2026/09/29

Today in the business of podcasting:BetterHelp has tapped creator-led agency Media Bodies to lead its international podcast advertising strategy across 10 markets, using localized approaches rather than one global playbook.The IAB Tech Lab has opened its first Programmatic Standard Practices for public comment through October 16, setting shared business rules for how buyers and sellers use existing programmatic standards.A new Media, Built issue draws on Hub Entertainment Research's study of 1,600

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00:06:15

Monitoring Programmatic Podcast Ad Load, Patreon...

Sounds Profitable ·

2026/09/28

Today in the business of podcasting:1UpMedia founder Guang Jin Yeo shares what Asia's podcast market can learn from the global playbook, from static-frame video podcasts to dubbing and generative AI. His golden rule for AI in podcasting is that audiences shouldn't be able to tell, but they must always be told.Programmatic podcast advertising is growing fast, and 82% of agencies now buy audio programmatically. New Podscribe benchmark data shows average podcast ad load fell to 10.3% in Q2 2026, and

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00:11:27

Lessons from Podcast Movement NYC, Buyers Choose...

Sounds Profitable ·

2026/09/25

This week in the business of podcasting:Sounds Profitable's Tom Webster explains why Netflix passing Apple Podcasts to become the third most-named place Americans consume podcasts is a warning sign, since most shows can never get on the platform.Triton Digital's Sharon Taylor argues video is expanding podcasting rather than replacing audio, noting 80% of monthly podcast consumers both watch and listen.ADOPTER Media, Right Side Up and Oxford Road, representing about half a billion dollars in ad

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00:07:45

Netflix's Place in Podcasting, Upcoming YouTube...

Sounds Profitable ·

2026/09/24

Today in the business of podcasting:Lower Street's Annalise Nielsen explains why it's so hard to buy podcast ads. Trying to spend a $72,000 budget, she ran into missing ad contacts, $150,000 minimums and a host-read quietly downgraded to a post-roll.Sounds Profitable's Tom Webster finds Netflix has passed Apple Podcasts to become the third most-named place Americans consume podcasts. He warns that it's a true walled garden where most shows can't get in.YouTube CEO Neal Mohan lays out the platform's

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00:04:21

Podcast Locations in Apple Maps, Mid-Sized Podcast...

Sounds Profitable ·

2026/09/23

Today in the business of podcasting:Apple Podcasts and Apple Maps launch Hidden Histories, a feature that uses the podcast:location tag to place episodes on real-world locations. Apple also confirms that video is coming to Apple Podcasts Subscriptions in more than 170 countries and regions.A new Audacy report argues that mid-sized podcasts are an untapped advertising opportunity, citing a 22% lower cost per acquisition than on celebrity shows. It also finds that listeners are 27% more likely to be

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00:12:49

Tu-Dum

Sounds Profitable ·

2026/09/23

This week Tom Webster comes back from his Podcast Movement keynote in New York with a number that should stop the industry cold. Across four years of The Podcast Landscape, the study has asked people every place they have consumed a podcast in the past year, and the third most-named platform is no longer Apple Podcasts. It is Netflix. Tom lays out why that ranking troubles him, and why he thinks 2026 is another one of those turning-point moments for the medium.Tom gets into:Why Netflix landed at

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00:05:30

Rethinking Audio vs. Video Podcasting, Creators...

Sounds Profitable ·

2026/09/22

Today in the business of podcasting:Triton Digital's Sharon Taylor pushes back on the video-first narrative, pointing to 2025 U.S. Podcast Report data showing 80% of monthly listeners both watch and listen while only 7% watch exclusively. Her advice is to treat video as an expansion of an audio show rather than a replacement for it.A growing number of creators and the companies representing them want to sell ads through TV-style upfront commitments, but unlimited, always-on creator inventory does

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00:05:38

Ad Buyers Align on Engaged Views, Bumper x Oxford...

Sounds Profitable ·

2026/09/21

Today in the business of podcasting:Ad buyers draw a line on YouTube's "Engaged Views": At last week's Sounds Profitable Business Summit, ADOPTER Media, Right Side Up, Oxford Road, and YMH Studios committed to counting only YouTube's "Engaged Views" when buying ads on the platform. The move answers YouTube's August decision to count a view after a single frame plays, a change that roughly doubled raw view counts.IAB on video plays: At its 2026 Podcast Upfront, the IAB argued podcasting is

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00:08:57

Podcast Week in NYC, iOS 27 Podcast Updates, & More

Sounds Profitable ·

2026/09/18

This week in the business of podcasting:Podcast Week in New York opened with the Sounds Profitable Business Summit, where This American Life's Ira Glass argued that podcasts build deeper audience connections than influencer content and that the depth makes their advertising more effective. A later panel tackled Spotify's skip button test, with Right Side Up and Acast pushing the industry toward better ad quality and more transparency.Writing in The Roast, ADOPTER Media's Adam McNeal makes the case

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00:04:33

Spotify Expands Partner Program, IAB Announces...

Sounds Profitable ·

2026/09/17

Today in the business of podcasting:The IAB used its Podcast Upfront during Podcast Week to release new video podcast measurement guidance, declining to adopt a single medium-agnostic standard like the AMP Accords in favor of two existing IAB Tech Lab frameworks.Spotify is expanding its Partner Program to more than 35 new markets this fall, opening audio and video podcast monetization to creators across Latin America and Europe while partnering with hosts like Acast, Libsyn, and Audioboom.Acast's

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00:07:01

New Apple Podcasts Features, Amazon Music Expands...

Sounds Profitable ·

2026/09/16

Today in the business of podcasting:Apple's fall software releases bring a wave of new Apple Podcasts features across iOS 27, tvOS 27, and macOS 27, led by a video-first redesign. A revamped Apple TV app adds video podcast playback and channel browsing, while full transcripts, chapters, and a new Search in Show tool arrive across devices.Amazon Music is expanding its global video podcast partnerships, integrating shows hosted on ART19, Omny Studio, and Flightcast, with SiriusXM, Megaphone, and

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00:04:40

Ira Glass on Podcast Advertising, PRX Names New CEO,...

Sounds Profitable ·

2026/09/15

Today in the business of podcasting:Podcast Week in New York kicked off with the Sounds Profitable Business Summit, where This American Life's Ira Glass argued that podcasting's depth and audience connection make it more effective for advertisers than most influencer content. Panelists also pushed back on Spotify skip-button anxiety, making the case that better ads and more data transparency beat fear.Genius Sports CRO Josh Linforth lays out how athlete-tracking technology is reshaping athlete-led

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00:05:21

Podcasting 🔜 NYC, Magellan AI's Q2 Podcast...

Sounds Profitable ·

2026/09/14

Today in the business of podcasting:Podcasts Take Over New York — Podcast Week NYC kicks off with three back-to-back events: the Sounds Profitable Business Summit today and tomorrow, the 2026 IAB Podcast Upfront on Wednesday, and Podcast Movement closing out Thursday and Friday. Tom Webster has teased a keynote built on The Podcast Landscape 2026 data he expects to spark real industry debate.Magellan AI's Q2 2026 Podcast Measurement Benchmark Report — New benchmarks show roughly 41% of podcast ad

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00:07:29

Audiences Chose TVs Over Smart Speakers, IAB 2026 Ad...

Sounds Profitable ·

2026/09/11

This week in the business of podcasting:New Sounds Profitable data shows the smart TV has overtaken the smart speaker as a top device for podcast listening, with Tom Webster arguing audiences increasingly treat podcasts as foreground viewing rather than background audio.The IAB raised its 2026 U.S. ad market forecast to 12.3 percent, with podcast advertising expected to grow 8.7 percent and outpace other digital audio formats.Scalable examines the wave of executive departures at creator-founded

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00:04:54

How Smart TVs Overtook Speakers, IAB Bullish on 2026...

Sounds Profitable ·

2026/09/10

Today in the business of podcasting:New Podcast Landscape 2026 data shows smart TVs now drive 12% of primary podcast listening, up from 8% in 2024, while smart speakers have flatlined at 1%. Tom Webster argues audiences increasingly treat podcasts as foreground content on the shared living-room screen rather than voice-summoned background audio.The IAB raised its 2026 U.S. ad growth forecast to 12.3%, up from the 9.5% it projected in January, after a stronger-than-expected first half. Podcast ad

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