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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

technology

All Episodes

00:11:26

The Podcast Atlas, Part 5: The Best Real Estate to...

Sounds Profitable ·

2026/07/29

In the final stop on The Podcast Atlas article series, Tom Webster makes the case that a podcast newsletter is the most valuable piece of owned media a creator can build, and the one channel no platform or host can take away. Drawing on Sounds Profitable research, he unpacks why 61% of listeners still haven't subscribed, why existing subscribers convert to listening at 87%, and why the real prize isn't promotion but permission and a feedback loop that makes your show better every week. If you care

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00:06:20

Five Industry Leaders on AI & Measurement, RedCircle...

Sounds Profitable ·

2026/07/28

Today in the business of podcasting:Five podcast industry leaders from Audioboom, Sounds Profitable, Octave, The Times, and Bauer Media weigh in on the future of AI and audio measurement, with a growing consensus that podcasting already has adequate measurement tools and the real opportunity is smarter use of existing data and attribution.RedCircle extends its AI-powered Mic Check tool to programmatic advertising, transcribing and verifying each ad's metadata, advertiser identity, and category to

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00:06:09

A New Definition for Podcasting, Patreon Downsizes...

Sounds Profitable ·

2026/07/27

Today in the business of podcasting:The Alliance for Measurement in Podcasting released its accords, giving the industry shared definitions for what counts as a podcast, a play, and an ad impression, plus a recommended hold-out group standard for proving incremental lift to advertisers.Patreon is cutting 93 jobs, roughly 20% of its workforce, as CEO Jack Conte points to organizational changes and market conditions rather than AI, saying the creator platform remains financially strong with more than

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00:09:15

Audio's U.K. Advertising Bargain, Social is the...

Sounds Profitable ·

2026/07/24

This week in the business of podcasting:Tom Webster's fourth Podcast Atlas installment argues social platforms are the denominator of podcast advertising, with YouTube reaching 82% of monthly podcast listeners and Facebook 80%, and makes the case that audio and social should be planned together rather than pitted against each other.New research from Sound Insights and Sounds Profitable finds UK podcast advertising priced at roughly £0.18 per listener-hour versus £0.94 in the US, a 5.2x gap, even as

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00:07:36

The Argument For Buying U.K. Podcast Ads, Acast Posts...

Sounds Profitable ·

2026/07/23

Thought processThought processToday in the business of podcasting:Tom Webster's fourth Podcast Atlas installment frames social platforms as the denominator of podcast advertising, with YouTube reaching 82% of monthly podcast listeners and Facebook 80%, and argues audio builds trust while social delivers the frequency and retargeting every campaign multiplies against.New research from Sound Insights and Sounds Profitable finds UK podcast advertising priced at £0.18 per listener-hour versus £0.94 in

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00:05:55

Creators Constrained @ World Cup, Audio's...

Sounds Profitable ·

2026/07/22

Today in the business of podcasting:Creator content was the most boring part of the World Cup, and Scalable pins the blame on FIFA's restrictive partner posting policies while athletes and fans drove the standout moments. The final drew 1.8 billion viewers and @fifaworldcup topped 24 billion views, TikTok's biggest content moment to date.Audio is reaching back-to-school shoppers more consistently than video, according to a new Audacy Insights post, with 40% of parents planning to shop sooner and 80%

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00:10:25

The Podcast Atlas, Part 4: The Denominator

Sounds Profitable ·

2026/07/22

Winning on quality is only half the story when the audience you want is already spending its day somewhere else.Written by Tom WebsterEdited and narrated by Gavin GaddisFind the full article here.

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00:06:20

IAB Tech Lab Opens Measurement v2.3 for Comment,...

Sounds Profitable ·

2026/07/21

Today in the business of podcasting:The IAB Tech Lab has opened a 30-day public comment period on version 2.3 of its Podcast Technical Measurement Guidelines, updating how downloads, audience, and ad delivery are counted across audio and video podcasts.Digiday breaks down five lessons from the World Cup on creator marketing, including how Unilever scaled a creator network to roughly 300,000 and how Michelob Ultra generated $11.5 million in earned media value with fewer than 350 creators.A Media,

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00:04:47

Audio Anchors Podcasting, WARC's YouTube Numbers, & More

Sounds Profitable ·

2026/07/20

Today in the business of podcasting:A new Nielsen Podcast Listen & Watch report finds audio remains the core of podcast consumption, with 90% of monthly listeners tuning in via audio and 62% also watching video, as listeners and viewers use the two formats in distinctly different ways.WARC reports YouTube podcast viewing on TV screens has surged past 700 million hours monthly, up 70% year over year, even as the platform's ad revenue growth is projected to slow amid rising competition from TikTok

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00:07:05

The Attention Span Myth, Clips Open Podcasting's...

Sounds Profitable ·

2026/07/17

Today in the business of podcasting:Tom Webster's latest Podcast Atlas installment examines podcast clips as a discovery engine, finding 89% of listeners watch clips on social platforms and roughly a third go on to become full-episode listeners.DAX U.S. President Brian Conlon argues the "shrinking attention span" is a myth, pointing to Edison Research's Infinite Dial 2026 finding that 45% of Americans age 12 and older listened to a podcast in the past week, the highest level ever recorded.Six Colors

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00:05:29

Podcasting's Front Door is Clips, Amazon DSP x Triton...

Sounds Profitable ·

2026/07/16

Today in the business of podcasting:Tom Webster's latest Podcast Atlas installment digs into podcast clips as the industry's discovery engine, finding that 89% of listeners watch clips on social platforms and roughly a third convert into full-episode listeners.Amazon DSP adds Triton Digital as a programmatic partner, giving buyers access to Triton's global audio and podcast inventory paired with Amazon's first-party shopping and streaming data.A new WARC Media report pegs YouTube's 2025 ad revenue

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00:07:15

Audioboom's Strong First Half, Maturing Creator Brand...

Sounds Profitable ·

2026/07/15

Today in the business of podcasting:Audioboom posted record H1 2026 results, with revenue up 30% year-on-year to $45.7 million and adjusted EBITDA up 80% to $3.2 million, while also ending its strategic review and unveiling Spotify and Apple partnerships to power video monetization later this year.Creator economy newsletter Scalable finds brand safety concerns among US enterprise marketers have plummeted from 50% in 2023 to just 10% in 2025, as the industry pivots toward brand fit over blanket

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00:08:23

The Podcast Atlas, Part 3: The Front Door

Sounds Profitable ·

2026/07/15

Podcast clips aren't just filler content, they're the top of the discovery funnel, with 89% of listeners watching them on social platforms and about a third reliably converting into episode views or new regular listeners.Written by Tom WebsterEdited and narrated by Gavin GaddisFind the full article here.

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00:06:22

Apple Podcasts Video Expands to Mac & TV, ANA...

Sounds Profitable ·

2026/07/14

Today in the business of podcasting:Six Colors gets a first look at the iOS 27, tvOS 27, and macOS 27 public betas, including a rebuilt Siri powered by large language models and Apple Podcasts video expanding to Mac desktops and Apple TV.Podstock CEO Michael Paretzky argues podcast back catalogs are losing strategic value as most downloads happen in a show's first 30 days, urging publishers to invest in new content and integrated advertising instead.The Association of National Advertisers releases

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00:04:49

Buzzcast is Back on Spotify, Debunking The...

Sounds Profitable ·

2026/07/13

Today in the business of podcasting:Buzzsprout has brought its official podcast, Buzzcast, back to Spotify months after pulling it, with co-founder Kevin Finn citing fixes to Spotify's video lock-in issue and a desire for broader multiplatform distribution.Megaphone shifts to the Spotify Ad Server on July 17, raising the maximum ad duration to 90 seconds while dropping VAST tag support, a change to the migration first reported in May.DAX U.S. President Brian Conlon pushes back on the "shrinking

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00:07:15

Podcast Movement Opens Public Voting, What The Screen...

Sounds Profitable ·

2026/07/10

Today in the business of podcasting:Podcast Movement 2026 opens public voting on conference sessions for the first time, with nearly 800 submissions from more than 500 speakers. Voting runs through July 21, and 50% of the New York City conference's schedule will be decided by community vote.Tom Webster publishes The Podcast Atlas, Part Two: What The Screen Adds, with five findings on video podcasting as an ad environment, including a shorter path to purchase and the highest attention levels of any

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00:06:00

What Video Adds to Podcast Ads, Economics of...

Sounds Profitable ·

2026/07/09

Today in the business of podcasting:Tom Webster's The Podcast Atlas, Part Two: What The Screen Adds compares how video and audio podcast ads perform among each format's most engaged users. Video shortens the path to purchase, with 15% of video users buying immediately after seeing an ad versus 10% for audio.Bloomberg's Soundbite newsletter checks in on Apple Podcasts' video rollout four months after launch, finding encouraging but muddy early numbers as analytics can't yet separate audio plays from

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00:04:51

Signal Hill's 2026 Podcast Ad Benchmarks, AI-Legible...

Sounds Profitable ·

2026/07/08

Today in the business of podcasting:Signal Hill Insights' 2026 benchmark report, "How Podcasts Impact Brand Perceptions," finds video podcast ads now make up 54% of aggregated brand lift data, up from zero in 2023, with video edging audio by one to two points on mid funnel and purchase intent metrics.Forbes contributor Damion Taylor argues podcasters need to make their audio "AI legible" with transcripts, speaker IDs, and timestamps, warning that platforms prioritizing video visuals over audio

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00:09:58

The Podcast Atlas, Part Two: What The Screen Adds

Sounds Profitable ·

2026/07/08

This week, Tom Webster cracks open the Podcast Atlas to look at video podcasting's strengths in advertising. The Podcast Atlas finds video podcast ads outperform audio on purchase intent and post-ad actions, 15% for video versus 10% for audio, while matching or beating audio on trust, commanding the highest attentive viewership of any format, and topping YouTube ads on five of six receptivity measures.Written by Tom WebsterEdited and narrated by Gavin GaddisFind the full article here.

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00:05:43

Podcast Movement Opens Public Voting, AdsWizz Extends...

Sounds Profitable ·

2026/07/07

Today in the business of podcasting:Podcast Movement 2026, set for September 17-18 in New York City, has launched its first public voting process for conference sessions, with half the schedule chosen by community vote and half by a selection committee reviewing nearly 800 submissions.AdsWizz has renewed exclusive European audio ad sales agreements with SoundCloud and Sonos, extending partnerships first signed in 2021 and 2022 and covering SoundCloud's reach across 14 markets.Febreze is leaning on

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1,055 results

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