193 episodes

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.

Sounds Profitable Sounds Profitable Network

    • Technology
    • 5.0 • 1 Rating

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.

    Can Spotify Make Streaming Ad Insertion Stick?

    Can Spotify Make Streaming Ad Insertion Stick?

    This week Bryan Barletta discusses Spotify's streaming ad insertion, what it means for their future, and how it could better the podcast industry overall.

    • 8 min
    Podcast Ad Buyers Yet to See Slowdown & 3 other stories

    Podcast Ad Buyers Yet to See Slowdown & 3 other stories

    The best news from this week relevant to the business of podcasting.

    • 10 min
    Marketecture Feed Drop: Podcast Ad Tech for Dummies

    Marketecture Feed Drop: Podcast Ad Tech for Dummies

    This week we bring you a feed drop from Marketecture.tv in which Ari Paparo and Bryan Barletta discuss the audio advertising industry.

    • 44 min
    It's Right There In Front Of You

    It's Right There In Front Of You

    This week Tom Webster demonstrates how even seemingly small pieces of data can have big implications if given the right context and a story.

    Credits:

    Written by Tom Webster
    Edited by Bryan Barletta
    Produced with Spooler.fm

    Hosted with Omny Studio

    Sounds Profitable theme written by Tim Cameron


    Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com.

    See omnystudio.com/listener for privacy information.

    • 16 min
    Spotify Lays Off Six Percent Of Workforce And 6 Other Stories

    Spotify Lays Off Six Percent Of Workforce And 6 Other Stories

    This week: Spotify layoffs, TikTok Podcasts feature spotted in the wild, exclusivity deals seem to be  losing luster, and Buzzsprout launches premium subscriptions.

    Spotify lays off six percent of workforce. 

    Manuela: We start today on a dour note, but it’s the largest story to happen this week and bears covering. This Monday Spotify CEO Daniel Ek announced the company is downsizing six percent of its workforce. Chief Content and Advertising Business Officer Dawn Ostroff is also leaving the company. Todd Spangler’s coverage of the announcement for Variety does the math on what six percent actually means.

    “The layoffs will eliminate nearly 600 jobs; Spotify most recently reported having 9,800 full-time employees worldwide as of Sept. 30. The company estimated that it will incur approximately €35 million-€45 million in severance-related charges.”

    In the Tuesday issue of Podnews, editor James Cridland notes that in addition to the layoff announcement, Spotify’s job website has removed all open full job positions. As of this writing the site only has 23 open positions, all of which are internships. From Spangler’s article: 

    “Employees who are getting laid off will on average receive about five months’ salary in severance payments, per Ek’s memo. In addition, all unused vacation time will be paid out to any departing employee, and all terminated employees will be eligible for outplacement services for two months.”

    Ostroff was a big name behind a lot of Spotify’s big-ticket podcasting acquisitions. Between her departure and the overall downsizing, this news seems to signal Spotify is down-shifting into treating podcasts like it has treated music. It’s not necessarily the end of Spotify expanding into podcasting, but they likely will be focusing on expansion without owning content. 

    New TikTok Podcast feature appears

    Arielle: Last Wednesday Sydney Bradley and Dan Whateley of Business Insider published new details in the months-long windup to TikTok officially getting into podcasting.

    As covered as far back as the October 10th episode of The Download, there has been a breadcrumb trail of evidence the social media platform has intentions of launching some form of podcast listening application. In December of 2021 TikTok users were prompted to complete a survey gauging user interest in both listening to podcasts and creating podcasts. In May a trademark was filed for an application called TikTok Music, which listed podcasts as a form of audio that could be played in-app. 

    Then, this last October, Podnews got word bots associated with TikTok’s parent company were spotted scraping publicly-available RSS feeds. Clearly TikTok was up to something.

    Now, Business Insider has discovered an unannounced feature has been added to some TikTok accounts allowing users to play video hosted on TikTok as a podcast, a distinction which allows users to browse other apps or lock their phone while the audio continues to play. This is a similar functionality to one YouTube has had for Premium subscribers for years and last year was testing enabling it for all users to promote podcasting listening in certain markets.

    As Bradley and Whateley’s reporting suggests, once podcasts are implemented, TikTok could be primed to become a serious Spotify competitor. 

    Exclusivity deals lose appeal

    Manuela: Last Friday Tyler Aquilina , writing for Variety, published a piece that became somewhat prescient in hindsight: Circling back to the topic of podcast companies expanding by acquiring podcasts: Podcast Exclusivity Is Quickly Becoming an Outdated Strategy. From the intro of the article:

    “If it’s still too early to declare platform-exclusive podcast deals dead as we move into 2023, it’s becoming ever clearer that this business model is likely not long for this world.”

    Aquilina’s piece presents several data points suggesting the exclusive podcast strategy, most typified by Spotify acquisitions in recent

    • 9 min
    My Three Favorite Data Points of 2022

    My Three Favorite Data Points of 2022

    Tom took a look back on all of the great research that was done at Sounds Profitable in 2022 and came up with a handful of the most impactful data points. Here are his three favorite data points from 2022!

    Credits:

    Written by Tom Webster
    Edited by Tom Webster
    Produced with Spooler.fm

    Hosted with Omny Studio

    Sounds Profitable theme written by Tim Cameron


    Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com.

    See omnystudio.com/listener for privacy information.

    • 9 min

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