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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

00:08:45

Apple Podcasts HLS Support Updates, UK TV vs. Podcast...

Sounds Profitable ·

2026/05/08

This week in the business of podcasting:Register here for the upcoming Trust and Attention: Why Sports Media Wins (And How Brands Prove It) webinar.New data from the 2026 UK Advertising Landscape Study shows that podcasting reaches 60% of UK adults aged 18 to 34 monthly, surpassing broadcast TV's 57% reach in that demographic. Sound Insights' Ben Robins argues that for media planners targeting UK adults under 45 at scale, podcasting is no longer a niche option.A case study from Transistor.fm

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00:07:03

UK Podcast Ads Overtake TV, Apple Podcasts Video...

Sounds Profitable ·

2026/05/07

Register here for the Trust and Attention: Why Sports Media Wins (And How Brands Prove It) webinar!Today in the business of podcasting:New data from the 2026 UK Advertising Landscape Study shows podcasting already reaches more 18-to-34 year olds in the UK than broadcast TV, challenging the assumption that podcasting is a niche channel for media planners targeting younger audiences.A case study from Primary Technology shows that publishing video episodes on Apple Podcasts roughly doubled plays and

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00:05:41

The Clipping Ecosystem, Evolving Upfronts with...

Sounds Profitable ·

2026/05/06

Today in the business of podcasting:New Sounds Profitable research finds 86% of podcast listeners consume clips on at least one platform, raising questions about paid clipping strategies and whether flooding social feeds with short-form content helps or hurts long-term audience growth.Signal Hill Insights' Paul Riismandel examines what it actually means to have a "hit" podcast, finding that even The Joe Rogan Experience — the #1 show on reach-based charts — reached only 20% of the U.S. podcast

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00:09:21

Podcasting Has Already Overtaken TV. Here’s the Proof

Sounds Profitable ·

2026/05/06

Guest writer Ben Robins analyzes new data from The 2026 UK Advertising Landscape Study.Register here for the Pod-Tails and Cocktails waitlist. A new study from Sounds Profitable and Sound Insights finds that podcasting reaches 60% of UK adults aged 18 to 34 monthly, outpacing broadcast TV's 57% reach in the same demographic. The 2026 UK Advertising Landscape Study, fielded with more than 5,000 UK adults and weighted to census, also finds that 35 to 54 year olds have the highest rate of "Prime"

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00:05:36

Podigee Video Podcast Support, Acast's Profitable Q1,...

Sounds Profitable ·

2026/05/05

Today in the business of podcasting:Podigee has launched video podcast distribution across YouTube, Apple Podcasts, and Spotify, making the feature available on every plan with no waitlist.Acast reported its first-ever profitable Q1, with 20% net sales growth overall and 43% organic growth in North America.Megaphone is transitioning its campaign management to the Spotify Ad Server starting July 15, 2026, enabling new video ad formats while removing third-party VAST serving.Radio Ink contributor

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00:05:36

New Apple Podcasts HLS Host, Digital Audio's 2025...

Sounds Profitable ·

2026/05/04

Podcast DescriptionToday in the business of podcasting:Bloomberg's Ashley Carman surveys the growing landscape of AI-generated podcasts, examining how hosting platforms like RSS.com are setting monetization guardrails and how Spotify is rolling out a new badge to authenticate real music artists.John Spurlock's HLS Podcast Radar tracks video podcasts using the alternate enclosure tag, which several hosting platforms support but Apple Podcasts does not, as Buzzsprout announces that its video

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00:08:13

American Podcast Audience Growth, Nielsen x Triton...

Sounds Profitable ·

2026/05/01

This week in the business of podcasting:Tom Webster of Sounds Profitable audited iHeartMedia radio stations across three mid-size U.S. markets and found that less than 4% of weekday airtime in Pittsburgh features locally produced content, while Indianapolis registers effectively zero. The research challenges the premise that a SiriusXM acquisition would meaningfully reduce local programming that, by most measures, has already disappeared.New S&P Global Market Intelligence data shows podcast

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00:04:47

New Megaphone Flighting Tools, Thoughts on iHeart x...

Sounds Profitable ·

2026/04/30

Today in the business of podcasting:Tom Webster audits iHeartMedia station clusters in Indianapolis, Pittsburgh, and Salt Lake City and finds that locally originating programming makes up a tiny fraction of weekday airtime, while local advertising load remains far higher, reframing what a SiriusXM acquisition would actually affect.Amplitude Media Partners' Reggie Risseeuw breaks down recent Megaphone ad server updates, including new Priority Pre-Book campaign tools and a mandatory geotargeting

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00:05:44

Libsyn Video on Spotify, New Patreon Feeds, & More

Sounds Profitable ·

2026/04/29

Today in the business of podcasting:Libsyn has announced that video functionality is now available across all its hosting plans, with direct video distribution to Spotify — powered by the Spotify Distribution API — starting at $25 per month.Marketing firm JoneKiri is offering brand sponsorship opportunities for a live performance of Hanging with Doctor Z at Netflix Is a Joke Fest, with options ranging from organic product placement to full season four title sponsorship.Patreon has launched a

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00:05:28

Nielsen Integrates Triton Digital Data, Spotify's Q1...

Sounds Profitable ·

2026/04/28

Today in the business of podcasting:Nielsen has integrated Triton Digital's Podcast Metrics Demos+ data into its Nielsen Media Impact planning platform, making it easier for advertisers to evaluate podcasts alongside other media channels with the same precision and comparability. Nielsen also launched Predictive Sales Lift, a new outcomes-based capability to help media buyers forecast sales lift for video ad campaigns on Nielsen One Ads.Spotify's Q1 2026 earnings show continued growth across the

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00:05:03

iHeartMedia and SiriusXM Merger Talks, S&P Global on...

Sounds Profitable ·

2026/04/27

Today in the business of podcasting:iHeartMedia and Sirius XM are in preliminary talks about a potential merger that would combine the largest radio station owner and the largest satellite radio service in the United States, creating a company with more than $12 billion in combined annual sales.S&P Global Market Intelligence data shows U.S. podcast listening grew 10 percentage points from Q1 2025 to Q1 2026, with nearly 60% of online adults now reporting they listen, a figure that aligns with

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00:07:54

SiriusXM Reps YouTube Audio Ads, New Podcast Audience...

Sounds Profitable ·

2026/04/24

This week in the business of podcasting:SiriusXM Media has become the exclusive audio advertising representative for YouTube in the United States, giving advertisers the ability to buy guaranteed audio ad impressions against YouTube audiences at scale for the first time through SiriusXM's combined ad technology stack.Sounds Profitable's new Audio Primes report, drawn from The Podcast Landscape 2025, identifies the 22% of podcast consumers who listen to 75% or more of their shows as audio, and

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00:08:37

New beehiiv Podcast AI Integration, Bumper Score's...

Sounds Profitable ·

2026/04/23

Today in the business of podcasting:Sounds Profitable's new Audio Primes report finds that 22% of podcast consumers listen to 75% or more of their episodes as audio-only — and 90% of them use YouTube, making them heavier consumers of video platforms than the average podcast listener while still choosing audio for podcasts.Beehiiv is expanding its creator platform with MCP-powered AI podcast analytics and a new webinar product that supports up to 10,000 attendees, positioning the platform as a

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00:05:35

SiriusXM to Rep YouTube Audio in US, New IAB...

Sounds Profitable ·

2026/04/22

Today in the business of podcasting: SiriusXM Media has become the exclusive audio advertising representative for YouTube in the United States, giving advertisers access to guaranteed impressions against YouTube's audio audiences at scale for the first time. The deal connects YouTube to SiriusXM's broad ad sales infrastructure, which already spans Pandora and a wide network of podcast and streaming inventory.A new Radiocentre report, High Gain Audio, analyzed by WPP Media, finds that multiplatform

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00:08:01

Eyes Are Optional

Sounds Profitable ·

2026/04/22

What platforms record and what podcast consumers are actually doing can be two different things. New research from Edison Research introduces "Audio Primes" — the 22% of podcast consumers who listen to 75% or more of their podcasts as audio — finding that this segment skews younger, more educated, and higher-earning than the average podcast listener, upending common assumptions about who chooses audio-first consumption. Ninety percent of Audio Primes use YouTube for podcast listening, but

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00:05:11

Netflix on Podcast Growth, March Ad Spend Stats, & More

Sounds Profitable ·

2026/04/21

Today in the business of podcasting:Netflix Co-CEO, President and Director Ted Sarandos called out podcasting as a bright spot in the company's Q1 2026 earnings, noting that internal data shows video podcasts are driving incremental engagement, with particular strength in daytime viewing and on mobile devices.Adobe has deepened its partnership with Speechmatics by adding on-device speech-to-text transcription to its Premiere video editing suite, processing an hour of audio in about 55 seconds at

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00:06:10

$8.4 Audio Ad Spend in 2025, YouTube Announces Shorts...

Sounds Profitable ·

2026/04/20

Today in the business of podcasting:The IAB, in partnership with PwC, reports that digital audio ad spend reached a record $8.4 billion in 2025, a 10.2% year-over-year increase, with podcast advertising revenue climbing to $2.9 billion on 17.6% growth that outpaced the broader digital audio market.A Scalable newsletter analysis examines how Netflix's early video podcasting push has stalled, with the YouTube presence of major Netflix-exclusive shows beginning to atrophy as the platform makes no new

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00:08:14

Netflix Podcasting Data, YouTube Updates Livestream...

Sounds Profitable ·

2026/04/17

This week in the business of podcasting: Tom Webster previews the new Audio Primes 2026 report from Sounds Profitable, showing that audio-first podcast listeners are nearly twice as likely as video-first viewers to reject AI-generated voices in their favorite shows. The split suggests a widening gap in how synthetic audio is received across listening modes.Samba TV VP of Measurement Science Alyson Sprague debuts the company's first Netflix Podcast Ranker, drawn from smart-TV viewing data across

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00:06:09

Podcasting's Audio Primes, YouTube Limits Livestream...

Sounds Profitable ·

2026/04/16

Today in the business of podcasting:Tom Webster's new Sounds Profitable piece previews the Audio Primes report, which finds audio-first podcast listeners are notably less receptive to AI-generated voices in their favorite shows than their video-first counterparts, with Video Primes twice as likely to keep listening.YouTube is rolling out two new livestream ad behaviors: pausing ads for viewers who send Super Chats or virtual gifts, and automatically delaying ad breaks during peak chat activity to

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00:05:13

The AI Enthusiasm Gap: Listeners Vs. Watchers

Sounds Profitable ·

2026/04/16

A look at how audiences that consume media differently feel about AI generated voices.Sounds Profitable's new Audio Primes study reveals that podcast listeners who consume at least 75% of their content through audio are significantly more resistant to AI-generated voices than their video-first counterparts, with 48% of Audio Primes saying they would be less likely to continue listening compared to only 40% of Video Primes. The research, drawn from The Podcast Landscape 2025, introduces a new

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