Sounds Profitable

This week in the business of podcasting:beehiiv has launched podcast hosting and monetization, letting newsletter creators consolidate their audio content into one platform with IAB compliant infrastructure and built-in growth tools.New Sounds Profitable research reveals that podcast discovery relies heavily on algorithmic amplification, leaving moderate and centrist audiences without the institutional infrastructure needed to bring them into the medium.A 2025 survey shows podcast listenership in Japan has grown to 18.2%, with the highest adoption among Gen Z listeners aged 15 to 19 and strong representation among corporate decision-makers.Industry analyst Ben Robins argues that podcast advertising effectiveness data is being hoarded by major players, limiting market growth at a time when audio connection metrics could attract more ad spend.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.

A roundup of beehiiv’s new integrated podcast hosting and monetization push. Research revealing 25% of Americans have never listened to podcasts and how moderates slip through algorithmic discovery. Spotify’s SAX ad exchange surging in advertiser counts while buyers still favor direct deals for host-read ads. Quick industry headlines on recent platform and festival moves.

This week in the business of podcasting:Ben Robins shares his takeaways from Advertising Week Europe, arguing the podcast advertising industry is data-rich but insight poor. Sounds Profitable's Tom Webster will debut the 2026 UK Advertising Landscape Study at The Podcast Show London in May.Spotify has launched interactive carousel ads and branded playlist takeovers for advertisers, adding A/B testing and automated bidding to its Ads Manager platform.A federal judge has issued an injunction blocking the Trump administration's executive order cutting federal funding for NPR and PBS, though the operational impact remains uncertain as an appeal is expected.Podcast brands get into the April Fools' spirit: Noiser, Airship, and Magellan AI turn a History Daily episode into a 1572-themed ad experiment, while Headliner announces "Full Circle," a tool that converts video back into video.Podnews is accepting submissions for its fifth annual podcast platform report card through April 30, with results to be presented at The Podcast Show London in May.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.

Podcast holdouts aren’t missing content. They’re missing a signal strong enough to cut through the platforms they already use—and moderate voices can’t generate that signal.Why do politically moderate and center-right Americans make up a disproportionate share of podcast holdouts, even as right-leaning shows dominate the charts? Data from The Last Quarter reveals that the gap isn't about ideology or content, but about discovery architecture: the platforms conservative audiences rely on surface content algorithmically, while podcasting demands initiative. The real problem isn't a content gap but a distribution problem that leaves center-right listeners with no clear on-ramp to the medium.Written by Tom WebsterEdited and narrated by Gavin GaddisText and audio edited by Gavin GaddisClick here to register for the Audio Primes webinar.Find the full article here on Sounds Profitable.

This week in the business of podcasting: Beehiiv Enters Podcasting: Newsletter platform Beehiiv is quietly recruiting independent podcasters from Substack to join its upcoming podcast program, with a full launch expected this week. Podnews Weekly Review will feature an exclusive interview with Beehiiv CEO Tyler Denk this Friday.JAR Podcast Solutions Launches JAR Replay: JAR Replay is a new podcast audience retargeting tool that uses listening signals to serve Visual Audio ads to recent podcast listeners in premium mobile environments. The product lets branded podcasts stay ad-free while still monetizing audiences post-listen at a $12 CPM, including ad production.IAB Identifies Ad Fragmentation as Top Barrier to Video Ad Growth: IAB CEO David Cohen says streaming, connected TV, social video, and creator content have converged for consumers, but ad buying remains fragmented across platforms. The IAB is pushing for standardized frameworks across key categories in 2025, with creator-driven content measurement and sales being the most relevant development for podcast advertising growth.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.

A roundup of SXSW session videos now available online and what they cover. Rapid growth in Japan’s podcast audience, especially among teenagers. A new tracker catalogs HLS video podcasts and technical details. Advertising is shifting toward always-on buys for CTV and creator-led media. Reported talks about a major podcast network acquisition.

This week in the business of podcasting:Apple launched its new HLS video experience for Apple Podcasts with the iOS 26.4 update, bringing full video podcast support to iPhones — with hosting platforms Podspace, Riverside, Ausha, and Firstory joining the growing list of supported services.Sounds Profitable's Tom Webster debuts new research on podcasting's "last quarter" — the 25% of American adults who have never listened to a podcast — revealing a Spanish-language opportunity, a word-of-mouth "Bubble Problem," and a case for leading promotional efforts with topics over technology on platforms like YouTube and Facebook.Spotify laid off 15 employees in its podcast group on March 23, primarily from The Ringer and Spotify Studios, with the company describing the cuts as an alignment move rather than cost-cutting.YouTube has rebranded its BrandConnect creator monetization tool as Creator Partnerships, adding a Gemini-powered suite of influencer matching and campaign management features.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.

Today in the business of podcasting: Apple Podcasts Video Launch: Apple released iOS 18.4 with HTTP Live Streaming (HLS) support for Apple Podcasts video, with 48 podcasts available at launch including 31 hosted on Acast, though macOS and Apple TV support is not yet available.FIFA World Cup 2026 Podcast Advertising Opportunity: With $10.5 billion in incremental global ad spend forecast during the 2026 FIFA World Cup quarter, brands are expanding beyond live match broadcasts into companion media like sports podcasts, creating a major growth opportunity for podcast advertising revenue.Audio Advertising Spend Gap Study: Audion and WPP Media released a French-market study revealing that audio accounts for 34% of media consumption time but only 6% of advertising revenue, highlighting a significant audio advertising spend gap similar to trends seen in the U.S. market.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.

Today in the business of podcasting...Podcast Audience Growth & Non-Listener Research: Tom Webster's new Podcast Landscape data reveals that the 25% of U.S. adults who have never listened to a podcast are best reached via YouTube and Facebook, and respond better to topic-driven messaging than format or technology-focused promotion.Apple Podcasts HLS Video Distribution Update: Apple's iOS 26.4 update expands HTTP Live Streaming (HLS) video podcast support, adding hosting platforms Podspace, Riverside, Ausha, and Firstory to its growing list of approved Apple Podcasts distribution partners.Podcast Awards & Creator Recognition: As digital creators push for mainstream recognition alongside Hollywood talent, the podcast industry continues to build its own awards ecosystem — including The Ambies, the iHeartPodcast Awards, and the newly launched Indie Podcast and Creator Awards, debuted at Podcast Movement Evolutions during SXSW 2026.Content Strategy & Discoverability in Podcasting: Steve Raizes argues in his new Media, Built newsletter that great podcast content must be "built to travel" — integrating marketing and communication strategy from creation to distribution in order to drive audience growth and reach.Marketing Podcast Awards & Industry Recognition: The Marketing Podcast Network has launched the MPN Awards, an annual awards show celebrating top marketing podcasts available on Spotify and Apple Podcasts, with nominations open through April 30 and a livestream ceremony planned for June.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.

Click here to read the report. A look at who makes up the 25% of U.S. adults who have never consumed a podcast. Tom Webster examines the 25% of U.S. adults who have never listened to a podcast, drawing on data from a 5,000-person Podcast Landscape study. The holdouts skew older, female, and lower-income, with key barriers including lack of awareness, format misperceptions, and limited word-of-mouth in homogeneous communities. Webster identifies actionable strategies for podcast discovery and audience growth, including YouTube outreach, Facebook marketing, radio advertising, and Spanish-language content development.Written by Tom WebsterEdited by Gavin GaddisText and audio edited by Gavin GaddisFind the full article here on Sounds Profitable.