Sounds Profitable

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Miroma Acquires Ad Results Media, YouTube Takes the Measurement Layer, & More Jun 30, 2026

Show notes

Today in the business of podcasting:

Reminder: Sounds Profitable's latest research, The Podcast Atlas, will debut tomorrow, July 1, at 2:00 p.m. Eastern in a live webinar hosted by Tom Webster. Registration is free and open now, grab your virtual seat!
Miroma Group has acquired performance audio advertising agency Ad Results Media, with CEO Jordan Fox framing the deal as a major U.S. expansion that brings ARM's podcast-native performance advertising into Miroma's broader portfolio.
Ben Robins' latest UK Advertising Landscape installment finds 44% of UK podcast listeners aged 18 to 34 made a purchase after hearing a podcast ad, and flags the 55-plus demographic as a meaningful untapped opportunity for podcast advertisers.
YouTube has retired BrandConnect in favor of Creator Partnerships built into Google Ads, monetizing brand amplification of creator content while controlling discovery, distribution, and measurement rather than taking a commission on creator deals.
Podnews editor James Cridland tests whether HLS streaming improves podcast consumption measurement, concluding the data is clearer than traditional downloads but that browser buffering and inconsistent play definitions across apps still limit meaningful measurement gains.

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.

Listeners Follow Creators Across Formats, Ad Revenue Stays Concentrated, & More Jun 29, 2026

Show notes

Today in the business of podcasting:

Registration for The Podcast Atlas debut webinar on July 1 at 2pm Eastern is available here.
New Sounds Profitable research from The Podcast Atlas finds 73% of podcast listeners would follow a creator from audio to video and 71% from long-form episodes to short-form clips, showing audience loyalty is tied to creators rather than formats.
iHeartMedia expands its advertising partnership with Amazon Ads, becoming a reseller across Amazon Music, Prime Video, Twitch, Fire TV, and Alexa, giving its sellers access to Amazon's first-party shopping and streaming data.
Owl & Co. founder Hernan Lopez shares findings from the second annual Global Podcast Economy Report, revealing that ten companies capture roughly 60% of U.S. podcast advertising revenue alongside a vibrant long tail of smaller players.
DoubleVerify launches DV Neura, an AI engine that unifies media verification, content classification, and campaign optimization, and can recommend campaign changes across its DV Media AdVantage Platform.
Oxford Road's ORBIT tool releases its June 2026 ranking of the top 15 Entertainment and Media podcasts, with The Popcast with Knox and Jamie taking the top spot and the data favoring show-level buying over genre-level approaches.

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.

Surveying The Podcast Atlas, Industry Ad Effectiveness, & More Jun 26, 2026

Show notes

Today in the business of podcasting:

Register here for the Podcast Atlas debut webinar next week!
Two new Sounds Profitable studies reshape the discovery conversation: the Podcast Discovery Playbook 2026, co-published with JAR Podcast Solutions, finds 61% of listeners discover shows through YouTube and social media, while Tom Webster's A New Map for Podcasting and the forthcoming Podcast Atlas argue that platform-native vertical clips, not trailers, drive discovery for audiences under 35.
Two industry leaders weigh in on SoundsProfitable.com: Triton Digital's Mattia Verzella explains why cross-channel CPM comparisons mislead publishers and details the floor-pricing "triangle of sadness," and Voxtopica's Richard Fawal argues that mission-driven podcasters at nonprofits, universities, and government agencies deserve research, pricing, and recognition the industry has yet to provide.
New data digs into audio's ad effectiveness: the YouGov U.S. Podcast Advertising Report 2026 finds podcast ads are the most-skipped yet least-annoying format, with 60% of listeners taking action after hearing one, while Sounds Profitable and Veritonic launch a free preview of Veritonic Instant Insights to test whether video ad creative holds up as audio before launch.

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 New Map For Podcasting, Audio Delivers 75% Higher Profits in Cannes Study, & More Jun 25, 2026

Show notes

Today in the business of podcasting:

Register here for the Podcast Atlas debut webinar next week!
Tom Webster previews The Podcast Atlas, a new Sounds Profitable research report debuting at Vidcon that maps how audiences move across audio, video, clips, social, and newsletters, finding that vertical clips from platform-native creators drive podcast discovery for listeners under 35 far more than trailers or podcast ads.
Richard Fawal, founder and CEO of Voxtopica, argues that mission-driven podcasters at nonprofits, universities, and government agencies are overlooked by the industry, and calls for research, benchmarks, and pricing that recognize their impact beyond downloads and CPMs.
A global study of 1,262 campaigns from the Effie x System1 Databank, presented by Mark Ritson at Cannes Lions 2026, finds that campaigns using audio delivered 75% higher profits, 81% greater trust, and 19% more customer acquisition, with profits roughly doubling when audio is paired with emotional creative.

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.

Veritonic's New Video Ad Audio Checking Tool, Prediction Market Podcasting, & More Jun 24, 2026

Show notes

Today in the business of podcasting:

Sounds Profitable and Veritonic launched a free preview of Veritonic Instant Insights, a tool that tests audio and video ad creative before launch and returns awareness and intent signals across podcast, YouTube, CTV, social, and streaming, benchmarked against more than a decade of testing data.
A new joint study from Radiocentre, the Radio Advertising Bureau, and Commercial Radio & Audio Australia, spanning 1,262 campaigns over 17 years, found that adding audio to the marketing mix delivers a 75% profit uplift, an 81% increase in consumer trust, and a 19% gain in customer acquisition.
Prediction market platforms Kalshi and Polymarket are moving into podcasting, with Kalshi backing the Men in Blazers World Cup recap show Night Cup and Polymarket launching the weekly pop culture show What Are the Odds? with Dear Media.

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 New Map For Podcasting Jun 24, 2026

Show notes

Tom previews of The Podcast Atlas, a new study mapping how audiences now move across audio, video, clips, social, and newsletters.

He argues podcasting is now a territory creators live in, not a single thing they make. Using listeners under 35, he shows why reaching them means going vertical with native clips and organic creators, not the old trailer-and-swap launch kit, ahead of the full Atlas premiere in a webinar July 1 at 2pm Eastern.

Written by Tom Webster
Edited and narrated by Gavin Gaddis

Find the full article here.

Triton Digital on Audio Revenue Strategy, YouGov's Podcast Ad Report, & More Jun 23, 2026

Show notes

Today in the business of podcasting:

Triton Digital's Mattia Verzella explains why publishers should stop comparing ad revenue by CPM alone, arguing that programmatic, direct, and backfill demand each play a different strategic role in a healthy audio marketplace.
Amazon is launching a Creator Hub on Fire TV this summer, bringing videos and podcasts from over 120 creators, including MrBeast and Dude Perfect, into one discoverable place on connected TVs.
Magellan AI's first Podcast Measurement Benchmark Report finds podcast ads drive clicks, leads, and sales, with video podcasts and host-read ads outperforming other formats on response and conversion.
YouGov's U.S. Podcast Advertising Report 2026 shows podcast ads are the most-skipped yet least-annoying format, with 60% of listeners taking action after an ad despite low trust scores.
Kirby Grines breaks down the new content model that is cheaper, faster, and less Hollywood, with video podcasts and interface control reshaping how streaming platforms compete.

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.

YouTube Tops Discovery, Oxford Road Ranks Shows by ROI, & More Jun 22, 2026

Show notes

Today in the business of podcasting:

New Sounds Profitable and JAR Podcast Solutions research finds 61% of podcast listeners discover their favorite shows through YouTube and social media, with YouTube now the most-used podcast platform ahead of Spotify and Apple Podcasts.
Penske Media Corporation is acquiring the remaining assets of Vox Media, including The Verge, Eater, and SB Nation, completing the breakup of one of digital media's largest independent companies while the podcast network goes to James Murdoch's Lupa Systems.
Oxford Road released its Top Performing International Podcasts ranker, scoring shows on advertiser return on investment rather than download counts and drawing on roughly $1.8 billion in verified podcast ad spend.
Ad Results Media argues podcast marketers must plan beyond audio, citing Nielsen data on host-read recall and YouTube's 1 billion monthly podcast viewers to make the case for integrated audio, video, and social campaigns.

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.

Creators 🔜 Cannes Lions, Substack to Distribute Video, & More Jun 10, 2026

Show notes

Today in the business of podcasting:

Podcast Movement 2026 tickets are now on sale for $199, with the New York City conference set for September 17 and 18 at Terminal 5. The open call for speakers runs through June 30, with half of all sessions selected by popular vote.
Tubefilter, in partnership with Comscore, the Whalar Group, and Gospel Stats, publishes "The Creators List," a guide to the content creators attending this year's Cannes Lions International Festival of Creativity.
Apple announces OS 27, bringing upgraded video podcast playback, a fully redesigned Apple TV Podcasts app, and a smart downloads system ahead of a July 2026 public beta.
Substack is actively working on distributing video podcasts to Apple Podcasts via HLS, according to comments from Substack product manager Zach Taylor.
Point-To-Point Marketing's Tim Bronsil makes the case that YouTube is the most overlooked revenue stream in audio, as audiences follow trusted personalities and content rather than platforms.

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.

Nobody's Coming for the Medium Jun 10, 2026

Show notes

Podcast Movement is coming to New York City! Tickets are now on sale for the two events running September 14-18: the Sounds Profitable Business Summit and Podcast Movement NYC. The open call for Podcast Movement 2026 speakers is open until Tuesday, June 30.

The era of growing a podcast audience by making people curious about podcasting is over — the people who were going to discover the medium on its own merits already have. New research shows YouTube and social feeds now dominate how listeners find shows, but the single most effective discovery tool is still a friend's recommendation. The practical upshot: stop over-investing in the channels ranked lowest by your own listeners, and start making your show easy to describe, share, and recommend.

Tom Webster argues that LLMs have advanced faster than most people realize, and that pretending otherwise is magical thinking. He traces his own journey from basic prompt use to running local models on a home server, all without a coding background, to show that these tools are accessible to anyone willing to engage. And he has some pointed advice for anyone still on the fence about embracing AI in their work.

Written by Tom Webster
Edited and narrated by Gavin Gaddis

Find the full article here.

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