Sounds Profitable

40 Episodes
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By: 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...

Recapping Advertising Week NYC, Spotify's in ChatGPT, & More
#671
Last Friday at 12:00 PM

Today in the business of podcasting: what happened at Advertising Week New York, Tom Webster talks parasocial relationships with podcast AI ads, Spotify is now integrated into ChatGPT queries, and an interview with Greg Glenday. 


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.


Amazon DSP x Microsoft, Podcasting Without Borders, & More
#670
Last Thursday at 8:00 PM

Today in the business of podcasting: Amazon is taking over Microsoft's DSP, Tom Webster on how AI could be used to leverage existing parasocial relationships, a conversation with Acast CEO Greg Glenday, why Poppies Studios is opening a creator studio near Burbank, and podcasts seem to be a popular lunch activity given listen-time trends. 


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.


Creators as Power Brokers, Companies Eye Audioboom, & More
#669
Last Wednesday at 8:00 PM

Today in the business of podcasting: how creators are becoming power brokers at events like Advertising Week New York, Spotify talks the power of fandom, Twitch could be video podcasting's training ground, and iHeart might be making a play for Audioboom. 

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.


ChatGPT Integrates Spotify, Alex Cooper Launches Ad Agency, & More
#668
10/07/2025

Today in the business of podcasting: ChatGPT debuts Spotify integration, Alex Cooper's new creative agency lands Google as first client, and reflections on what new generative AI video tools mean for content advertising.


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.


Flightcast Launches, 8/10 Spaniards Listen to Podcasts, & More
#667
10/06/2025

Today in the business of podcasting: Flightcast debuts, ICE ads appearing more places that one wouldn't expect, PodcastOne's fiscal Q2 report is live, 8 out of 10 people in Spain listen to podcasts regularly, and what videos AI search engines seem to flock to. 

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.


Spotify on Amazon DSP, Podcast Movement Panels on YouTube, & More
#666
10/03/2025

This week in the business of podcasting: the Podcast Movement Archive is now live, Spotify names co-CEOs as Ek steps down, how to block bad ads, IAB Podcast Upfront developments, rise of the creator conglomerates.

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.


Golden Globes Podcast Eligibility, Podcast Campaigns Bring Reach, & More
#665
10/02/2025

This week in the business of podcasting: Podcast Movement 2025 panels are now live for free on YouTube, the 83rd Golden Globes eligibility only includes the top 25 podcasts for Best Podcast, shifting ad dollars to podcasting increases reach without increasing cost, and Prebid has HTTP GET integration and server requirements up for public comment.

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.


PRX Acquires Soundrise, Spotify's on Amazon DSP, & More
#664
10/01/2025

Today in the business of podcasting: PRX has acquired Soundrise, Spotify has a lot of new news, Rooster Teeth joins the growing community of creator-owned publishers, SoundStack launches HLS streaming capabilities, and coverage of Podcast Upfront influencer discussion.

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.


Creator Executive Collaboration, Ek Steps Down, & More
#663
09/30/2025

Today in the business of podcasting: Daniel Ek is stepping down from CEO of Spotify, YouTube creator conglomerate executives share intel, a tease of today's Podcast Upfront, what podcasts and milkshakes have in common, and a new podcast category comes to Tribeca Festival. 

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.


IAB Upgrades Podcast Outlook, Pods Promoting Movies, & More
#662
09/29/2025

Today in the business of podcasting: tariffs are causing brands to back away from the US (something podcasting could leverage), a defense of journalism in podcasting, how press-shy stars are finding their way to podcasts, the IAB upgrades their podcast ad revenue outlook for podcasting, and Pew Research has new podcast audience data. 

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.


Canada's Growing Podcast Scene, Reframing Short-Form Clips, & More
#661
09/19/2025

This week in the business of podcasting: podcasting is maturing and changing landscape, Canada's growing podcast audience (including new Canadians), how short-form clips might be cannibalizing podcast audiences, Amazon signs SiriusXM to AmazonDSP, and YouTube is soon to test out their own version of dynamic ad insertion for video. 

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.


Podcasting is Maturing, Canada's Audience Growth, & More
#660
09/18/2025

Today in the business of podcasting: podcasting's maturation and what comes next, Canadian podcast listening continues to grow, and Heavyweights is back with a new season from Pushkin.

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.


YouTube Introduces DAI (Kinda), Ten Years of UK Podcast Growth, & More
#659
09/17/2025

Today in the business of podcasting: YouTube is soon to demo their own version of DAI, the top 10% of Americans are doing almost half the spending, and the untapped potential of serial shortform dramas. 

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.


Short-Form Podcast Cannibalization, Kenya's Podcasting Scene, & More
#658
09/16/2025

Today in the business of podcasting: Amazon's DSP signs with SiriusXM for audio, explaining the SlopAds fraud scheme, and industry execs discuss the communication needs of premium content.

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.


Short-Form Podcast Cannibalization, Kenya's Podcasting Scene, & More
#657
09/15/2025

Today in the business of podcasting: social media clips pose potential cannibalization issue, Morrissey on saving the open web, podcasting exempt from UK "less healthy foods" advertising restrictions, marketers are squeamish about Q4, and how Nairobi is a Gen Z hotspot for Kenya's podcasting scene.

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.


Podcasting Mourns Todd Cochrane, Creators Leverage CTV, & More
#656
09/12/2025

This week in the business of podcasting: the industry mourns Todd Cochrane, what's happening at IAB Podcast Upfront, what Amazon's Wondery downscaling means for creative value, and how creatives are using CTV deals to increase sponsorship rates.


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.


Remembering Todd Cochrane, Bridging Creatives and Execs, & More
#655
09/11/2025

Today in the business of pdocasting: remembering Todd Cochrane, what creatives don't get about executives, Google's court filing suggests open web is in "rapid decline", what Amazon's turn away from narrative podcasting opens for the wider industry, and Locked On grows advertiser partnerships with Magellan AI.

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.


YouTube's Culture & Trends Report, Sports Media for Gen Z, & More
#654
09/10/2025

Today in the business of podcasting: how Gen Z is shaping sports media, a look at YouTube's new culture and trends report, how transparency is influencing influencer sponsor pay, and On Air Fest/Work x Work announce a rebrand. 


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.


Remembering Todd Cochrane
#653
09/10/2025

Let's take a moment to reflect.

Written and narrated by Tom Webster
Edited by Bryan Barletta and Gavin Gaddis
Audio editing by Gavin Gaddis

Find the full article here on Sounds Profitable.


Podcast Industry Mourns Passing of Todd Cochrane
#652
09/09/2025

Today in the business of podcasting: the industry mourns the loss of Todd Cochrane, IAB announces Podcast Upfront plans, and a reflection on how gen-AI might impact media's profit capabilities. 

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.


Creators Leverage CTV, NYT Sunsets Audio App, & More
#651
09/08/2025

Today in the business of podcasting: creators are leveraging their CTV channels for higher-value sponsorships, Washington State's new digital ad sales tax isn't fully formed yet, NYT is shutting down their Audio app and moving everything over to News, Brazil's podcasting "sleeping giant" is no longer asleep, and AdImpact's predictions for 2026 midterm election ad spend. 

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.


Podcasting's Growth Drivers, YouTube Tops Streaming, & More
#650
09/05/2025

This week in the business of podcasting: The Podcast Landscape 2025 report is here, big-name podcast live events prove lucrative, YouTube is at the top of the streaming pile for Nielsen's July version of the Media Distributor Gauge, and a look at podcasting's presence at Advertising Week NYC.

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.


The Podcast Landscape 2025 Report, Hidden Creator Costs, & More
#649
09/04/2025

Today in the business of podcasting: a look at podcasting's presence at Advertising Week NYC, The Podcast Landscape 2025 is here, streaming investments are up but buyers drive a hard bagain, and the hidden costs of launching a YouTube presence. 

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.


Media Companies Court Podcast Stars, Creator Cashflow, & More
#648
09/03/2025

Today in the business of podcasting: a lot of money is going to into creator marketing but not as much is making it to the creators, mainstream media is hungry for star podcast talent, and key findings from industry conversations at Podcast Movement Dallas. 

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.


Podcasting's Live Event Profits, Edison Publishes Top 25 UK Pods, & More
#647
09/02/2025

Today in the business of podcasting: Podcast live shows are a real money-maker, the creator economy has some measurement roadbumps to clear, talent managers are finding they can't redline contracts for influencers as much, Edison's top 25 podcasts quarterly report is here, and YouTube tops TV watch chart for sixth month running on Nielsen Media Distributior Gauge. 


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.


Audiences Listen on YouTube, Chartable's End-Date, & More
#646
08/29/2025

This week in the business of podcasting: The Emmys recognizing YouTube video podcasts as talk shows might save the Talk Show category, Tom Webster debuts data from The Podcast Landscape 2025, Chartable has an official death-date, and Spotify has a new messaging service in its app. 


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.


Chartable's Official Sundown, YouTube Hype Goes Global, & More
#645
08/28/2025

Today in the business of podcasting: Chartable has a death-date, two surprising facts about platform consumption, Australia has a new advertising benchmark study, YouTube takes Hype global, and a look at a kids' podcast that got demonetized. 

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.


Swift Podcast Sets Record, Trade Desk Redefines SSP, & More
#644
08/27/2025

Today in the business of podcasting: The Trade Desk redefines SSPs as resellers, an interview with Ozen.fm co-founder Rodrigo Tigre, Taylor Swift set a Guinness World Record with her podcast album debut, and an interview with Casuals host Katie Nolan.

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.


Spotify Adds Chat, YouTube's New LLM Filter, & More
#643
08/26/2025

Essential news for today in the business of podcasting: YouTube has been quietly sharpening contrast on random YouTube Shorts, Spotify launches an in-app messaging feature, Acast launches Ads Academy, and a roundup of some webinars happening this week. 

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.


Increasing Subscription Prices, YouTube Potential @ the Emmys, & More
#642
08/25/2025

Today in the business of podcasting: Spotify's increasing Premium rate, the changing landscape of paid search placement, YouTube podcast elegibility would be a ticket to rejuvinating talk show award categories, and what Black culture means to modern brands. 

SiriusXM's survey.

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.


News Podcast Audience Grows, Sounds Profitable's Future, & More
#641
08/22/2025

This week in the business of podcasting: Sounds Profitable merges with Podcast Movement, podcast audiences want choice, a look at news podcast listener demographic changes, YouTube is making it easier for collaborator brand deals to give credit to everyone, and what podcasting left on the table during the Taylor Swift album announcement. 

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.


Video in Open Podcasting, Audiences Love Choice, & More
#640
08/20/2025

Today in the business of podcasting: The Podcast Standards Project shows how video can easily become a part of open RSS podcasting, Tom Webster debuts new audience data at Podcast Movement, and Signal Hill Insights has a new report on News podcast audiences. 

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.


YouTube Shorts Collabs Upgraded, Spotify’s Q2 Report, & More
#639
08/19/2025

Today in the business of podcasting: What likely depressed Spotify's ad business this past quarter, YouTube adds a collaborator-focused update to Shorts ads, and Wondercraft has a new conversation-based AI to quickly produce content. 

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.


Sounds Profitable x Podcast Movement, Dentsu's Indian Podcast Investment, & More
#638
08/18/2025

Today in the business of podcasting: Sounds Profitable and Podcast Movement merge, Dentsu is opening a podcast network in India, and Billboard looks at the numbers for Taylor Swift's last podcast appearance. 

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.


Taylor Swift's Podcast Strategy, Audio's Continued Importance, & More
#637
08/15/2025

This week in the business of podcasting: Taylor Swift debuted her new album's name and artwork on a podcast, a look at the resiliency of audio storytelling, Tom Webster reflects on the "video is everything" media narrative, an update to The Podscape is here, and Oxford Road has a new report on the lift provided by running ads on YouTube podcasts.

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.


Audio Podcasting's Next Evolution, New Podscape Update, & More
#636
08/14/2025

Today in the business of podcasting: the new Podscape is now here, Jen Moss writes about the decline of audio storytelling being exaggerated, Tom Webster reflects on podcasting's flexibility in the video age, and The Hollywood Reporter has a special issue just for podcasting.


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.


Video Drives Lift, Remembering Young Marketers, & More
#635
08/13/2025

Today in the business of podcasting: Oxford Road has a new study on YouTube podcast ad lift, Taylor Swift's album announcement on a podcast is about to happen, marketers are finding podcasts ads rock (because they do), and the ad industry has an entry-level problem for college grads. 

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.


What Is A Podcast Supposed To Be?
#634
08/13/2025

Despite what scary headlines may say, video and audio podcasting have a more symbiotic relationship than one might think. 


Written and narrated by Tom WebsterEdited by Bryan Barletta and Gavin GaddisAudio editing by Gavin GaddisFind the full article here on Sounds Profitable.


Taylor Swift's Podcast Announcement, Downy-branded Audio Drama, & More.
#633
08/12/2025

Today in the business of podcasting: sports podcasting has grown so much video podcasts are starting to look like independent TV studios, podcasting remains a bright spot of iHeartMedia's earnings calls, Taylor Swift uses a podcast to announce her new album, and Procter & Gamble uses an audio fiction podcast to promote a new version of Downy. 

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.


How B2B Uses Podcast Ads, Seattle's Audio Fiction Scene, & More
#632
08/11/2025

Today in the business of podcasting: Age of Audio to be screened in the Sounds Profitable lounge @ Podcast Movement, how B2B startups are using podcast ads to grow, regulatory bodies in the UK argue YouTube is so big its advertising should be regulated like a broadcaster, Seattle's audio drama scene is booming, and The Hill publishes an op-ed about how MeidasTouch Podcast is outpacing The Joe Rogan Experience. 

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.