Sounds Profitable The Real Shift In Spoken Word
Mar 4, 2026
They debate how podcasting may already have surpassed radio once video-based listening is counted. They explain why audio-only surveys miss millions of viewers who discover shows on YouTube and social platforms. They contrast different audience demographics and argue growth comes from new entrants, not just former radio listeners.
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Evolutions By Podcast Movement At SXSW
- Tom Webster recounts Evolutions by Podcast Movement at SXSW with panels, networking, and live events.
- He mentions Skybox on 6th Avenue with 400 capacity plus 350 overflow to illustrate scale and intent to attend.
Video Podcasting Is Invisible To Audio Rulers
- Podcasting's size is understated because audio-only measures miss video podcast consumption.
- Tom Webster notes many listeners watch the same podcast content on YouTube and recall it as watching, so audio surveys undercount those minutes.
YouTube And Socials Are Growing The Spoken Word Audience
- Video-first discovery is driving new podcast audiences rather than converting radio listeners.
- Webster cites the Sound You Can See study finding most video podcast consumers discovered podcasts via YouTube, TikTok, and Instagram in the last five years.