Sounds Profitable
Bryan Barletta
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.
Episodes
Mentioned books
Jan 9, 2026 • 8min
Remember Who You Are
Experimentation is healthy, but expansion at all costs includes the cost of ignoring the audience that built everything in the first place. Written and narrated by Tom WebsterEdited by Bryan Barletta and Gavin GaddisAudio editing by Gavin GaddisFind the full article here on Sounds Profitable.
Jan 9, 2026 • 12min
Remembering Podcasting's Strengths, Spotify Upgrades Partner Program, & More
This week in the business of podcasting: Remembering what makes podcasts great, GenAI's indie podcast blindspot, Spotify updated requirements for the Partner Program, why podcasting is a must-have for sports rights holders and brands, and a look at PodcastAdBlock.Find links to every article covered by heading to the Download section of SoundsProfitable.com, or by clicking here to go directly to today's installment.
Jan 8, 2026 • 7min
How GenAI Finds Podcasts, The Age of Vodcasts, & More
Today in the business of podcasting: Remembering what makes podcasts great, how AI is searching for podcasts, and Netflix video podcasts are generating articles. Find links to every article covered by heading to the Download section of SoundsProfitable.com, or by clicking here to go directly to today's installment.
Jan 7, 2026 • 6min
Spotify Updates Partner Program, New iHeartMedia Video Podcast Platform, & More
This podcast dives into Spotify's new lowered thresholds for its Partner Program, making entry easier for creators. It explores dynamic ads in video content, highlighting the importance of delivery metrics. Adopter Media discusses the significance of a positive listening experience amid concerns of ad saturation. iHeartMedia announces their video podcast upgrades, emphasizing creator ownership and monetization control. The conversation wraps up with insights on recent industry partnerships and key hires.
Jan 6, 2026 • 7min
Podcasting's Trust in Sports, Live Tours Continue Growing, & More
Discover how sports podcasts are revolutionizing fan connections. Learn about CMO priorities for 2026 that emphasize brand experiences and authenticity. Explore the potential for podcasts on TV screens and their growing presence on platforms like YouTube and Netflix. Excitingly, live podcast tours are selling out and attracting new audiences. Plus, catch up on Meta's innovative features for promoting podcasts on Threads, along with additional industry updates and trends.
Jan 5, 2026 • 9min
700mil Hours of YouTube Podcasts, GenAI's Indie Pod Issue, & More
In the latest discussion, they tackle a controversial service that strips ads from podcasts for profit. The struggles of indie podcasts under AI's recommendations are highlighted, showing a bias towards popular shows. There's also a critical look at video-first productions affecting audio quality. Additionally, significant consumption of YouTube podcasts is revealed, with 700 million hours viewed on TVs last month. The conversation wraps up with insights on music videos reshaping audience engagement and industry updates.
Dec 19, 2025 • 11min
Podcasting's Creator Churn Problem, Netflix is Making Deals, & More
Today in the business of podcasting: podcasting's creator churn problem (and how to fix it), Oxford Road has had a couple studies this week, Netflix has been making deals, and Signal Hill Insights looks back at the year in research. Find links to every article covered by heading to the Download section of SoundsProfitable.com, or by clicking here to go directly to today's installment.
Dec 18, 2025 • 5min
Audio's UK ROI Moment, Netflix Licenses Barstool Sports Pods, & More
Today in the business of podcasting: Netflix signs several Barstool Sports video podcasts, graphs showing why YouTube is at the top of the media watch-time pile, and a look back at audio data for the UK in 2025.Find links to every article covered by heading to the Download section of SoundsProfitable.com, or by clicking here to go directly to today's installment.
Dec 18, 2025 • 9min
The Inventory and The Scale
Podcasting has a creator churn problem that needs fixing. Written and narrated by Tom WebsterEdited by Bryan Barletta and Gavin GaddisAudio editing by Gavin GaddisFind the full article here on Sounds Profitable.
Dec 17, 2025 • 6min
The Year's Top Podcasting Data Trends, Audio Joins UK Creative Council, & More
Today in the business of podcasting: three big trends in podcasting data from this year, YouTube targets TV advertisers, Oxford Road and Podscribe find YouTube podcasts can be up to 25% worse at conversion than audio podcast ads, and podcasts formally get a seat on the UK Creative Industries Council. Find links to every article covered by heading to the Download section of SoundsProfitable.com, or by clicking here to go directly to today's installment.
