Sounds Profitable

Bryan Barletta
  • 4.2 (24)
  • Technology
  • Updated Weekly

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.

  1. 5h ago

    Creators Constrained @ World Cup, Audio's Back-to-School Edge, & More

    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% listening to AM/FM radio weekly against 52% who watch broadcast TV.Podcast advertising is moving past download counts to weigh a creator's cross-platform influence across YouTube, social, video, and live events, with Acast's Ricardo Neto noting mid-tier creators around 50,000 weekly downloads are drawing new buyer attention.ROI Media 360 argues low view counts on Netflix podcasts hide stronger ad performance, citing about 60% completion versus roughly 35% on YouTube and a SKIMS campaign that delivered a verified 20% conversion lift.Steve Goldstein profiles the fast-growing higher-education podcasting sector that measures success by influence over chart rank, pointing to Higher Ed PodCon and a community of roughly 214 organizations producing more than 1,600 podcasts combined.To find links to these, and every article covered in today's episode, click here. You can also subscribe to The Download's newsletter to receive the full issue straight to your email inbox every day.

    Creators Constrained @ World Cup, Audio's Back-to-School Edge, & More

  2. 14h ago

    The Podcast Atlas, Part 4: The Denominator

    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.

  3. 1d ago

    IAB Tech Lab Opens Measurement v2.3 for Comment, World Cup Lessons About Creators, & More

    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, Built newsletter piece argues that employee-creator programs modeled on Starbucks' Green Apron Creators carry unpriced legal risk around copyright, overtime pay, and labor protections.AdExchanger talks to OpenX's chief privacy officer about the end of "actual knowledge" standards in children's privacy law, as new state rules push platforms toward a "should have known" test for underage users.To find links to these, and every article covered in today's episode, click here. You can also subscribe to The Download's newsletter to receive the full issue straight to your email inbox every day.

    IAB Tech Lab Opens Measurement v2.3 for Comment, World Cup Lessons About Creators, & More

  4. 2d ago

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

    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 and Netflix.A new YouGov survey of U.S. podcast consumers finds genre preferences split sharply by gender, with men far more likely to listen to sports podcasts and women over-indexing in true crime, self-improvement, and wellness content.Spotify's podcast strategy has shifted from paying for exclusive content to operating the infrastructure creators depend on for discovery and monetization, a repositioning that hands the company more market control with less financial risk.To find links to these, and every article covered in today's episode, click here. You can also subscribe to The Download's newsletter to receive the full issue straight to your email inbox every day.

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

  5. 5d ago

    The Attention Span Myth, Clips Open Podcasting's Front Door, & More

    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 previews the iOS 27 public beta, including Apple Podcasts video expanding to macOS and Apple TV and a rebuilt Siri that can retrieve old podcast episodes by description.Creator economy newsletter Scalable reports brand safety concerns among enterprise marketers have dropped from 50% in 2023 to just 10% in 2025, with the industry shifting focus to brand fit instead.To find links to these, and every article covered in today's episode, click here. You can also subscribe to The Download's newsletter to receive the full issue straight to your email inbox every day.

    The Attention Span Myth, Clips Open Podcasting's Front Door, & More

  6. 6d ago

    Podcasting's Front Door is Clips, Amazon DSP x Triton Digital, & More

    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 at $40.4 billion, but growth is decelerating even as podcast viewership on the platform surges 70% year-over-year.Digiday explores creators breaking into Hollywood with box-office hits and private equity backing, while flagging IP ownership as the ceiling on how far that crossover can go.To find links to these, and every article covered in today's episode, click here. You can also subscribe to The Download's newsletter to receive the full issue straight to your email inbox every day.

    Podcasting's Front Door is Clips, Amazon DSP x Triton Digital, & More

  7. Jul 15

    Audioboom's Strong First Half, Maturing Creator Brand Safety, & More

    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 caution, a shift with clear implications for podcast advertising.The BBC's newly released annual report shows its ad-funded podcasts outside the UK drew over 515 million downloads and 116 million listeners, offering a rare public benchmark for global podcast monetization.Netflix subscribers on ad-free tiers keep getting blindsided by ads during live sports events like the Home Run Derby, a trust gap podcasting has largely sidestepped by setting clear ad expectations upfront.Media analyst Brian Morrissey argues publishers' second attempt at video is built for durability, using platforms like YouTube and TikTok as acquisition funnels toward owned audiences and revenue, a strategy many podcast publishers are already running on YouTube.To find links to these, and every article covered in today's episode, click here. You can also subscribe to The Download's newsletter to receive the full issue straight to your email inbox every day.

    Audioboom's Strong First Half, Maturing Creator Brand Safety, & More

  8. Jul 15

    The Podcast Atlas, Part 3: The Front Door

    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 Gaddis Find the full article here.

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About

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.

Information

  • Creator
    Bryan Barletta
  • Years Active
    2020 - 2026
  • Episodes
    1K
  • Copyright
    © Copyright Sounds Profitable
  • Show Website
    Sounds Profitable

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