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.
Sounds Profitable
Claim This Podcastby Bryan Barletta
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Podcast Overview
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.
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Publishing Since
1/31/2021
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Recent Episodes
July 22, 2026
Creators Constrained @ World Cup, Audio's Back-to-School Edge, & More
Today in the business of podcasting:Creator content was the most boring part of the World Cup, and Scalable pins the blame on FIFA's restrictive partner posting policies while athletes and fans drove the standout moments. The final drew 1.8 billion viewers and @fifaworldcup topped 24 billion views, TikTok's biggest content moment to date.Audio is reaching back-to-school shoppers more consistently than video, according to a new Audacy Insights post, with 40% of parents planning to shop sooner and 80% listening to AM/FM radio weekly against 52% who watch broadcast TV.Podcast advertising is moving past download counts to weigh a creator's cross-platform influence across YouTube, social, video, and live events, with Acast's Ricardo Neto noting mid-tier creators around 50,000 weekly downloads are drawing new buyer attention.ROI Media 360 argues low view counts on Netflix podcasts hide stronger ad performance, citing about 60% completion versus roughly 35% on YouTube and a SKIMS campaign that delivered a verified 20% conversion lift.Steve Goldstein profiles the fast-growing higher-education podcasting sector that measures success by influence over chart rank, pointing to Higher Ed PodCon and a community of roughly 214 organizations producing more than 1,600 podcasts combined.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.
July 22, 2026
The Podcast Atlas, Part 4: The Denominator
Winning on quality is only half the story when the audience you want is already spending its day somewhere else.Written by Tom WebsterEdited and narrated by Gavin GaddisFind the full article here.
July 21, 2026
IAB Tech Lab Opens Measurement v2.3 for Comment, World Cup Lessons About Creators, & More
Today in the business of podcasting:The IAB Tech Lab has opened a 30-day public comment period on version 2.3 of its Podcast Technical Measurement Guidelines, updating how downloads, audience, and ad delivery are counted across audio and video podcasts.Digiday breaks down five lessons from the World Cup on creator marketing, including how Unilever scaled a creator network to roughly 300,000 and how Michelob Ultra generated $11.5 million in earned media value with fewer than 350 creators.A Media, Built newsletter piece argues that employee-creator programs modeled on Starbucks' Green Apron Creators carry unpriced legal risk around copyright, overtime pay, and labor protections.AdExchanger talks to OpenX's chief privacy officer about the end of "actual knowledge" standards in children's privacy law, as new state rules push platforms toward a "should have known" test for underage users.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.
1,028 total episodes available with 646 transcripts
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Tom Webster
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Frequently asked questions
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- What is Sounds Profitable?
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This podcast updates daily.
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This podcast is available on 10 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
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