Sounds Profitable
Technology
Business
Bryan Barletta
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? Assumptions and conventional wisdom will be challenged. Easy answers with no proof of efficacy will be exposed. Because the thinking that got podcast advertising close to a billion dollars annually will need to be drastically overhauled to bring in the tens or hundreds of billions of dollars podcast advertising deserves.
News Producers ❤️ Podcasts, Updates from Vidcon, & More
Here's what you need to know for this week in the business of podcasting: why news producers are turning to podcasts, updates from Vidcon, and how podcasters are pivoting in the wake of its gold rush.Find links to every article mentioned and the full write-up here on Sounds Profitable.
04:0001/07/2024
Expected Podcast Ad Load, 🎵 Labels Sue AI Startups, & More
Here's what you need to know for this week in the business of podcasting: how many ads listeners expect, music groups team up to sue generative AI, and what radio's past can teach podcasting's future.Find links to every article mentioned and the full write-up here on Sounds Profitable.
09:3128/06/2024
Olympic Advertising Strategies, Acast's UK Election Campaign, & More
Here's what you need to know for today in the business of podcasting: Acast highlights political shows in anticipation of the current UK election season, the effects of Time dropping its paywall one year later, and how publishers are pitching women's sports to interested advertisers.Find links to every article mentioned and the full write-up here on Sounds Profitable.
03:4627/06/2024
NYT’s Audio Paywall, Podcasting's Ad Advantage, & More
Here's what you need to know for today in the business of podcasting: the New York Times plans to paywall its podcasts, Edison Research's new 2024 UK Consumer study, and what to expect at the upcoming VidCon.Find links to every article mentioned and the full write-up here on Sounds Profitable.
04:4526/06/2024
My Favorite Insight From Ad Nauseam
This week Tom Webster shares his favorite insight from the latest Sounds Profitable study, Ad Nauseum.Written by Tom WebsterAudio edited by Newton SchottelkotteHosted by SpreakerSounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com.
08:2226/06/2024
🎵Labels on Music AI, Cross-Apple Podcast Subscription, & More
Here's what you need to know for today in the business of podcasting: Apple TV+'s new dual-language podcast partnership, record labels take music-making AI to court, and a report on streamers' mixed efforts to keep subscribers.Find links to every article mentioned and the full write-up here on Sounds Profitable.
02:5925/06/2024
Sports Podcasts a Touchdown for Brands, New Spotify Plans, & More
Here's what you need to know for today in the business of podcasting: how sports podcasts elevate brands, YouTube's new ad tracking service, and 'Office Ladies' podcast plans network move.Find links to every article mentioned and the full write-up here on Sounds Profitable.
04:4124/06/2024
Improving Podcasting's Accessibility, Worldwide Industry Growth, & More
Here's what you need to know for this week in the business of podcasting: podcasting grows globally, Apple's automated transcripts, and bringing podcasts to global devices.Find links to every article mentioned and the full write-up here on Sounds Profitable.
07:4121/06/2024
Podcasting is Influencing, Coverage from Cannes, & More
Here's what you need to know for today in the business of podcasting: podcast ROI outperforms in new study, a Cannes correspondance roundup, and shifting ad dollars as influencers launch their own brands. Find links to every article mentioned and the full write-up here on Sounds Profitable.
04:3520/06/2024
Bringing Podcasts to 🖁, Amazon's Ad Relevance, & More
Here's what you need to know for today in the business of podcasting: Amazon unveils Ad Relevance, how Immediate Media is growing its paid podcast audience, and Oracle to end all of its ad products.Find links to every article mentioned and the full write-up here on Sounds Profitable.
04:3518/06/2024
🌐 Ad Revenue Forecasts, Podcast Performance Abroad, & More
Here's what you need to know for today in the business of podcasting: podcast listenership grows worldwide, how Apple's podcast transcriptions came to be, and Spotify's new in-house creative agency.Find links to every article mentioned and the full write-up here on Sounds Profitable.
04:0517/06/2024
Spotify Video Goes Wide, New Podcast Ad Study, & More
Here's what you need to know for this week in the business of podcasting: the latest research study from Sounds Profitable, podcasts' hidden audience, and Spotify's new video podcast uploads.Find links to every article mentioned and the full write-up here on Sounds Profitable.
09:2214/06/2024
Podcast Ad Frequency Study, Forbes x Walmart Creator Upfront, & More
Here's what you need to know for today in the business of podcasting: Sounds Profitable's findings on ad frequency, how advertisers are misinformed about industry misinformation, and Forbes' first creator upfront.Find links to every article mentioned and the full write-up here on Sounds Profitable.
03:5913/06/2024
Apple's Attribution Revamp, Side Hustlers ❤️ Podcasts, & More
Here's what you need to know for today in the business of podcasting: a hidden side-hustler audience, IAB's upcoming "Nothing will be thesame" conference, and Kosar sues podcasting company over a ceremonial bet. Find links to every article mentioned and the full write-up here on Sounds Profitable.
04:3812/06/2024
Focusing Influencers @ Upfront, 🌏 Branded Podcasting's Growth, & More
Here's what you need to know for today in the business of podcasting: how the Food and Beverage industry has an opportunity with podcasting, YouTube's pitch to advertisers emphasizes creators' "star power", and the NBA finals create a hot ticket for advertisers.Find links to every article mentioned and the full write-up here on Sounds Profitable.
04:4911/06/2024
Audio's Cross-Platform Power, Video on Spotify, & More
Here's what you need to know for today in the business of podcasting: Audacy's new survey on cross-platform podcast advertising, Spotify rolls out video feeds for all podcasts, and how podcast budget cuts are causing producers to pivot.Find links to every article mentioned and the full write-up here on Sounds Profitable.
03:5510/06/2024
Megaphone to Recertify, Audiences on Podcast Ads, & More
Here's what you need to know for this week in the business of podcasting: Megaphone will work recertify its IAB status, Spotify launches a partnership with streaming service Nebula, and a new Canadian legislation is set to tax foreign streamers.Find links to every article mentioned and the full write-up here on Sounds Profitable.
07:4607/06/2024
Tolerating Podcast Ads, SAG-AFTRA AI Waiver, & More
Here's what you need to know for today in the business of podcasting: how tolerant audiences really are of podcast advertising, a new memo for SAG-AFTRA members regarding AI, and how Gen Alpha kids are sharing brands with their parents.Find links to every article mentioned and the full write-up here on Sounds Profitable.
04:4806/06/2024
Discord Signs TuneIn, Canadian Tax on Foreign Streamers, & More
Here's what you need to know for today in the business of podcasting: a new Canadian legislation will tax foreign streamers, Discord partners with TuneIn to bring live radio to the platform, and Colgate launches the first ever UK podcast advertising campaign.Find links to every article mentioned and the full write-up here on Sounds Profitable.
04:2505/06/2024
“My Audience Won’t Tolerate Advertising”
This week Tom Webster breaks down the upcoming Sounds Profitable study Ad Nauseam and what questions it aims to answer about podcast advertising.Written by Tom WebsterAudio edited by Newton SchottelkotteHosted by SpreakerSounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com.
04:3905/06/2024
Spotify Signs Nebula for Video, Kids' Podcasts Cut 📱Time, & More
Here's what you need to know for today in the business of podcasting: Spotify’s and Nebula are partnering to bring video essay content to the platform, why retailers hate that you buy big things on your laptop, and the pros and cons of publishers’ AI licensing deals.Find links to every article mentioned and the full write-up here on Sounds Profitable.
04:4904/06/2024
Megaphone to Rejoin IAB, 🍁 Podcast Trend Report, & More
Here's what you need to know for today in the business of podcasting: Spotify’s Megaphone will return to IAB certification, Triton Digital's 2024 Canadian podcasting report, and publishers and advertisers push back against Apple's new "web eraser".Find links to every article mentioned and the full write-up here on Sounds Profitable.
04:0103/06/2024
Addressing Spotify, Aging Out Demographics, & More
Here's what you need to know for this week in the business of podcasting: addressing Spotify's place in podcasting, aging out age demographics, and lessons from the podcasting scene in MENA. Find links to every article mentioned and the full write-up here on Sounds Profitable.
10:0631/05/2024
Of Mice and Megaphone
This week Bryan Barletta takes a step back and looks at Spotify's place in podcasting not as a peer to the industry, but as the global multi-platform corporation it is.Written by Bryan BarlettaEdited by Tom WebsterAudio edited by Gavin GaddisHosted by SpreakerSounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com.
13:4829/05/2024
Industry Leaders in London, Licensing in Podcasting, & More
Here's what you need to know for today in the business of podcasting: Sounds Profitable interviewed several industry leaders on the show floor of Podcast Show London, a look at how podcasting takes on licensing, Spotify debuts new Austalian statistics for podcasts, and the rising problem of over-attribution in advertising. Find links to every article mentioned and the full writeup here on Sounds Profitable.
03:0623/05/2024
Spotify Podcast Trends, Business Podcast Audience Analysis, & More
Here's what you need to know for today in the business of podcasting: Spotify publishes trend data, Signal Hill Insights looks at the behaviors of business podcast audiences, PMPs are making a comeback in programmatic, and the Hasbro/Audible deal has produced a Peppa Pig podcast. Find links to every article mentioned and the full write-up here on Sounds Profitable.
03:1322/05/2024
Politics in Podcast Ads, Spotify Removes Ad Floor, & More
Here's what you need to know for this week in the business of podcasting: Spotify gets rid of price floors for SPAN, are political ads a good fit for podcast audiences, streaming's 2024 Upfront mirrors podcasting, and advertisers are under-investing in Hispanic audiences. Find links to every article mentioned and the full write-up on Sounds Profitable.
09:2217/05/2024
1/3 UK Listens to Podcasts, Spotify Tests Transcripts, & More
Here's what you need to know for today in the business of podcasting: Spotify has debuted a transcript pilot and listen data, RAJAR has Q1 stats for audio consumption in the UK, and Digiday looks at the Q1 revenue of five major publishers.Find links to every article mentioned and the full write-up here on Sounds Profitable.
03:1116/05/2024
Spotify Removing Price Floor, New Hub for Podcast IP, & More
Here's what you need to know for today in the business of podcasting: Spotify is removing price floors for SPAN, Digiday finds marketers are more invested in programmatic than agencies, Brian Morrissey argues audio is the last refuge of autheticity in the AI age, and an online hub provides database of podcasts looking to be optioned by audiovisual adaptations.Find links to every article covered and the full write-up here on Sounds Profitable.
04:4915/05/2024
Podcast Upfront Recap, Audio Announcements, & More
Here's what you need to know for today in the business of podcasting: Several big outlets covered the new IAB Podcast ad revenue report, Julie McNamara to step down from Head of Spotify Podcast Studios, Horizon Next partners with Claritas' ArtsAI on proprietary cross-platform measurement framework, and Adelaide is expanding their AFP platform to include audio attention measurement and activation capabilities. Find links to every story mentioned and the full write-up here on Sounds Profitable.
03:1313/05/2024
IAB Podcast Revenue Report, Global Podcasting Grown, & More
Here's what you need to know for this week in the business of podcasting: The IAB debuts 2023 podcast revenue study, the global growth of podcasting, the importance of not ignoring 55+ demographics, and a roundup of podcasting’s Q1 reports. Find links to every article mentioned and the full write-up at Sounds Profitable.
08:1210/05/2024
New IAB Podcast Report, Growing Podcasting's 55+ Crowd, & More
Here's what you need to know for today in the business of podcasting: The IAB has published the new U.S. Podcast Advertising Revenue Study, Tom Webster talks about shfiting podcast advertising to incldue 55+ consumers, Eric Nuzum writes on the importance of making one's audience the foremost concern from the beginning, programmers hope lower ad volumes will earn more viewer time, and what to expect from this year's TV upfronts (according to buyers).Find links to every article mentioned as well as the full write-up here on Sounds Profitable.
04:5209/05/2024
Podcast Wins Pulitzer, Optimistic Advertising Budgets, & More
Here's what you need to know for today in the business of podcasting: The golden age of podcasting is just beginning, Acast 'on track' to full-year profitability, marketers seem optimisitic about advertising budgets, Nickelodeon releasing slate of preschool-targeting kid's podcasts, and You Didn't See Nothin' wins Pulitzer Prize. Find links to all articles mentioned and the full write-up here at Sounds Profitable.
04:3808/05/2024
The Wilford Brimley Podcast
While podcasting is popular with younger demographics, the biggest growth potential lies in audiences aged 55 and up. Written by Tom WebsterEdited by Gavin GaddisAudio edited by Gavin GaddisHosted by SpreakerSounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com.
09:4108/05/2024
Upcoming Podcast Upfront, Audio Creating Demand, & More
Here's what you need to know for today in the business of podcasting: the IAB Podcast Upfront is this Thursday, Veritonic releases new study into the branding potential of phone hold music, audio's brand-building capabilities, and how walled gardens make buying ads harder for both retail media and podcasting. Find links to every article mentioned and find the full write-up here at Sounds Profitable.
04:1607/05/2024
Podcasting Prime Minister, Global Weekly Listeners, & More
Here's waht you need to know for today in the business of podcasting: New study on podcast listening in the Phillippines, YouGov data on global podcast listening, possible reclassification of marijuana still keeps it off limits for radio and TV (but not podcasts), pharmaceutical companies dip their toes into influencer marketing, and incumbent prime mnister Justin Trudeau is incorporating podcast appearances into his political strategy. Find links to every article mentioned and the full write-up here on Sounds Profitable.
04:1506/05/2024
Podcast Advertising's Q1, The Safest Advertising Bet, & More
Here's what you need to know for this week in the business of podcasting: The IAB Tech Lab introduces new guidelines for podcast measurement, Magellan AI publishes the top podcast advertisers of March and a Q1 podcast advertising benchmark, sports advertising is on the rise (and podcasts are a good opportunity), and Tom Webster shares a bounty of useful research to show podcasting is the safe bet. Find links to every article discussed and read the full write-up at Sounds Profitable.com
08:0203/05/2024
Spotify's NewsFronts Debut, IAB Podcast Measurement v2.2, & More
Here's what you need to know for today in the business of podcasting: The IAB Tech Lab has finalized Podcast Measurement Guidelines v2.2, brands chase football marketing momentum, news orgs are done begging for ad dollars, Spotify makes its NewsFronts debut, and Audible tests lower-priced plan as a possible response to Spotify's audiobook offering. Find links to every article mentioned and the full write-up here on Sounds Profitable.com
04:1802/05/2024
Podcast Advertising - The Safest Bet in a Risky Landscape
For brands looking to earn attention, podcasts are proving they can deliver in a media landscape littered with noise.Written by Tom WebsterEdited by Gavin GaddisAudio edited by Gavin GaddisHosted by SpreakerSounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com.
09:0202/05/2024
Podcasting in India, Q1 Revenue Growth, & More
Here's what you need to know for today in the business of podcasting: City Casts and the value of local focus, a new report on podcast listeners in India, Magellan AI's Q1 2024 podcast advertising benchmarks, Right Side Up's guide on measuring success for influencer marketing campaigns, and The New York times covers podcast companies building out their video shooting capabilities. Find links to every article mentioned and the full write-up here on Sounds Profitable.
04:3401/05/2024
SXM Q1 Podcast Growth, ✈️ Travel Advertising Surges, & More
Here's waht you need to know for today in the business of podcasting: SiriusXM has posted their Q1 earnings report, Pierre Bouvard covers the 24/18/58% rule, travel advertising is taking flight, brands are looking to stretch beyond TV in sports advertising (and podcasting looks to be a good fit), and a new university has introduced a podcast course into their curriculum. Find links to every article mentioned and the full write-up here on Sounds Profitable.
04:4030/04/2024
March's Top Podcast Advertisers, Growing YouTube Shorts, & More
Here's what you need to know for today in the business of podcasting: Magellan AI's top podcast advertisers of March, YouTube Shorts advertising revenue is trending upwards, the IAB predicts social video will overtake CTV this year, Visa's global head of content speaks to influencer marketing, and big retail brands get into DTC marketing, opening a new avenue for podcast advertising. Find the full write-up and links to everything mentioned right here on Sounds Profitable.com
04:1629/04/2024
Spotify Has Left the IAB, Podcast Adspend Grows in UK, & More
Here's what you need to know from this week in the business of podcasting: Spotify has left the IAB, That Was Us ups the cadence on rewatch podcasts, IAB UK shares data on podcast growth, a new listener habit report from Japan, and GroupM reclassifies a good portion of YouTube as CTV. Find links to every article mentioned and the full write-up (along with today's Data Snapshot) right here on Sounds Profitable.
09:5126/04/2024
Podcasts Rival TikTok in Japan, Acast's Annual Report, & More
Here's what you need to know for today in the business of podcasting: Otonal has published a new survey of podcast usage in Japan, Acast has a new annual report, YouTube's CPO talks video podcasting, and the MRC releases an invalid traffic guideline update. Find links to every article mentioned and the full write-up (along with today's Data Snapshot) right here on Sounds Profitable.
03:2625/04/2024
UK Podcast Adspend Growth, Avoiding Marketing Fatigue, & More
Here's what you need to know for today in the business of podcasting: IAB UK's new ad spend report shows podcast spend increased 23% y-o-y, Signal Hill Insights debuts new benchmark study for branded podcasts, eMarketer shares five key stats on marketing fatigue, and Campaign covers podcasting's global growth. Find links to every article mentioned and the full write-up (along with today's Data Snapshot) right here on Sounds Profitable.
04:1824/04/2024
That Was Us: Dialing in the Rewatch
What does capturing the existing fanbase of a recently-ended program look like in podcasting? We speak with actors Mandy Moore, Sterling K. Brown, and Chris Sullivan, who are launching as an episode-by-episode rewatch podcast of This Is Us, rapidly upping the normal rewatch podcast cadence of nearly a decade. Written by Bryan Barletta and Gavin GaddisEdited by Gavin GaddisAudio edited by Gavin GaddisHosted by SpreakerSounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com.
10:1024/04/2024
Spotify's Q1 Earnings, Podcasters to Cover UK Election, & More
Here's what you need to know for today in the business of podcasting: marketers underestimate creative's impact on sales effect, podcasters chosen for UK general election coverage, CoHost publishes new report on podcast agencies, Spotify has published their Q1 earnings, and the winners of this year's Webbys are now live. Find links to every article mentioned and the full write-up here at Sounds Profitable.com
04:3723/04/2024
Spotify Leaves IAB, GroupM Reclassifies YouTube, & More
Here's what you need to know for today in the business of podcasting: Spotify is no longer in the IAB, GroupM to reclassify some YouTube ad revenue as CTV instead of digital, Global is launching Dax ID, how video can widen podcasting's footprint, and ARM breaks down how podcast advertising is effective. Find links to every article mentioned and the full write-up here at Sounds Profitable.com
04:4622/04/2024
Sports Fans Love Audio, Creator Funding Surges, & More
Here's what you need to know for this week in the business of podcasting: U.S. creator funding surges, advertising space for the opening and closing Olympic ceremonies is sold out, The Sports Audio Report teaser has promising data for podcasting, and Rebecca Lavoie shares tips for reframing podcasting's place in the media ecosystem of a public radio station. Find links to every article mentioned and the full write-up here at Sounds Profitable.com
08:2019/04/2024
UK Election Advertising, SXM Sports Audio Study, & More
Here's what you need to know for today in the business of podcasting: how UK podcasts navigate the country's election cycle, the latest on Sirius XM's upcoming Sports Audio Report, and James Chandler on why advertisers should include podcasting in their media plans this year. Find links to every article mentioned and the full writeup here on Sounds Proftiable.
05:2418/04/2024