The Content Business #02 - How Podcasting Is Evolving in 2026 | YouTube, Apple and Spotify Updates
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ABOUT THE EPISODE
In this episode of The Content Business, Ash & Kane explore why podcasting is entering a new phase and why podcast advertising is finally becoming more measurable, scalable, and performance-led.
They break down major platform updates across YouTube, Apple Podcasts, Spotify, and Netflix, including dynamic ad insertion, clickable links, improved attribution, and better tracking for podcast and video advertising. The conversation focuses on what these changes actually mean for creators, brands, and anyone trying to monetise podcasts, YouTube channels, or long-form content effectively.
Ash & Kane also discuss common mistakes creators make when sharing audience numbers with brands, how podcast sponsorship is evolving, and why the most successful creators use podcasts as part of a wider content and business strategy rather than relying on sponsorship alone.
KEY TAKEAWAYS
• YouTube’s move to dynamic, swappable ads could let creators monetise their back catalogue like podcasts
• Brands care about per-episode performance, not inflated monthly view numbers
• Apple’s clickable, timestamped links reduce friction and improve attribution
• Spotify’s interactive CTA cards push podcasting closer to true performance marketing
• Better tracking gives creators more leverage in brand negotiations
• Sponsorship is rarely the best long-term monetisation strategy
• Selling your own product almost always outperforms ads alone
• UGC usage rights are becoming a major ROI multiplier for brands
BEST MOMENTS
“Creators now can treat YouTube like they can their audio platforms.”
“Don’t give brands your monthly views to make yourself feel better.”
“If a brand wants to sponsor, they want to know the per episode.”
“If you’ve got 10,000 people listening and 300 clicked… maybe your landing page is terrible.”
“Podcasting has always struggled with tracking. That’s the biggest issue.”
“BetterHelp wasn’t spending $7 million a month for brand awareness.”
“UGC is outperforming most paid ads right now.”
“Sponsorship is not the best way to make money through podcasts.”
LINKS
Website: https://www.podpartnerships.com
Instagram: https://www.instagram.com/thecontentbusinesspod
Email: hello@podpartnerships.com
ABOUT THE HOSTS
Hosted by Ashley Morris and Kane Baron, founders of UAE-based content sponsorship agency: Pod Partnerships.
They’ve worked with thousands of creators and hundreds of brands, helping both household names and fast-growing startups turn podcast, YouTube, and influencer advertising into a core part of their media strategy.
Alongside this, Ashley and Kane have trained over 10,000 podcasters since 2020, going on to directly mentor hundreds of creators to plan, launch, grow, and monetise independent podcasts.