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Sounds Profitable — Technology
Sounds Profitable

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.

Copyright: © 2023 Sounds Profitable, Inc.

Latest Episodes:

Podcasting's Top Spenders in July, CTV Buyers Want Program Data, & More Aug 30, 2023

Show notes

Here's what you need to know for today in the business of podcasting: July 2023: Top spenders, movers and shakers in podcast advertising Can the Benefits of Digital be a Rising Tide for All Audio? By Jeff VidlerCTV ad sellers are pushing more content-related signals into the programmatic bidstream by Tim PetersonTV’s Nielsen complaints get louder by John Ourand…as for the rest of the news: Five late-night talk show hosts have launched a Spotify podcast which will use all proceeds to pay staff of their respective shows who are affected by the WGA/SAG-AFTRA strike, Australians 10 and up are now listening to an average of 13 hour of commercial radio per week, and children’s financial literacy podcast Million Bazillion is launching an educational live show visiting middle schools across the US.

The Podcast You Want To Make Aug 30, 2023

Show notes

After talking to so many Podcast Movement attendees last week about how to grow their audience, Tom Webster asks a hard question - should you make the podcast you want to make?

Written by Tom Webster
Edited by Bryan Barletta
Audio editing by Gavin Gaddis
Hosted by ART19

Sounds Profitable: Narrated Articles is a production of Sounds Profitable. For more information, visit soundsprofitable.com.

Time Spent With Podcasts Quadruples Since 2017, Dr. Seuss Coming to Wondery+, & More Aug 29, 2023

Show notes

Here's what you need to know for today in the business of podcasting:
“Share Of Ear” Q2 2023: Podcasts And AM/FM Radio Represent The Vast Majority Of Time On The “U.S. Ad-Supported Audio Clock,” Podcast Growth Surge Continues, And Spotify’s Usage Growth Does Not Benefit Advertisers by Pierre BouvardWondery, Dr. Seuss Enterprises Ink Deal for Slate of Original Kids Podcasts by Abbey WhiteStreaming’s big pain point: there’s too much stuff to watch by Kelsey SuttonThe Podcast Landscape Webinar with Tom Webster (August 30th, 3:00pm EST)

29% of US Households Cancel Video Streamers, New Nickelodeon Audio Drama, & More. Aug 28, 2023

Show notes

Here's what you need to know for today in the business of podcasting.As streaming wars heat up, nearly three in 10 US internet households are canceling services to save money by Jeremy Goldman Audible partners with Nickelodeon to launch Are You Afraid of the Dark? companion podcast by Reem MakariThe Floor Plan A Jolly Holiday For Retailers Previously Anticipating Q4 Recession by Corinne Casagrande
And for the rest of the news… ARN’s CEO speaks to the network’s digital audio success and importance of regional content, Digiday takes a look at what Q4 will look like for video ad inventory that didn’t sell during this year’s upfronts, eMarketer says attention metrics are the ‘next frontier’ for digital ad measurement, and publisher CROs tell Digiday auto, travel, and luxury advertisers are at the forefront of an ad revenue rebound this year.

Updates Coming for Apple and Spotify, Podcast Ad Consideration Up, & More Aug 25, 2023

Show notes

Here's what you need to know this week in the business of podcasting:Three updates to Apple Podcasts Advertiser Perceptions: Podcast Advertising Consideration and Spending Intention Grow to Nine-Year High Among Agencies and Marketers Older Adults Make Up Just 4% Of People Featured In Ads Changes coming to Spotify for PodcastersAnd in Quick Hits: Exclusive: SXM Media partners with The Trade Desk and HUMAN by Reem Makari. SXM Media will add support for third-party audibility measurement to programmatic campaigns bought through The Trade Desk. HUMAN, a fraud sensor network accredited by the Media Rating Council to detect invalid traffic, will be a traffic validation solution for Adwizz’s marketplace inventory.Triton Digital Announces YouTube Integration with Podcast Metrics. The new integration adds YouTube views of podcast episodes into the Triton Podcast Metrics dashboard, allowing publishers to keep track of both podcast downloads and YouTube performance.PodcastOne readies public offering in September by Brad Hill. The listing of PodcastOne is based on the valuation LiveOne received in February that gave PodcastOne a market range of $230 to $274 million.weekly insights 8.23.2023 on-demand audio passes linear audio. Edison Research has found that as of Q2 2023, on-demand audio makes up 50.3% of daily time consuming audio.

Embracing YouTube Podcasting, CTV's Path Through Maturity, & More Aug 24, 2023

Show notes

Here's what you need to know for today in the business of podcasting:Embracing YouTube: A Must for Today’s Podcasters by Steve Goldstein.Older Adults Make Up Just 4% Of People Featured In Ads by Karlene Lukovitz Legacy TV Faces Challenges: Maturing Streaming, Lack Of A Future Ad Vision by Wayne FriedmanAdalytics Claps Back With Evidence Of Behaviorally Targeted Ads Served In Kids Content On YouTube by Allison Shiff

Updates to Spotify for Podcasters, PodcastOne to go public, & more Aug 23, 2023

Show notes

Here's what you need to know today in the business of podcasting. Changes coming to Spotify for Podcasters PodcastOne readies public offering in September by Brad HillProduct placements can drive searches and purchases, research finds by Kelsey SuttonFrozen's Story Will Continue In a New Podcast by James Whitbrook

Triton Digital Integrates YouTube, new Advertiser Perceptions study, & More Aug 22, 2023

Show notes

Here's what you need to know for today in the business of podcasting:
Triton Digital Announces YouTube Integration with Podcast Metrics Westwood One - Advertiser Perceptions: Podcast Advertising Consideration and Spending Intention Grow to Nine-Year High Among Agencies and Marketers PodPod Exclusive: Nearly 90% of comedy podcast listeners have a parasocial relationship with their hosts.Stepping Into Barbie’s Heels: Is a Branded Content Renaissance Coming? by Sam Anderson

Apple Partners with Linkfire, SXM partners with The Trade Desk, & More Aug 21, 2023

Show notes

Here's what you need to know today in the business of podcasting.
Three updates to Apple Podcasts Exclusive: SXM Media partners with The Trade Desk and HUMAN Barry Hott on Instagram Reels over-serving ads Spotify hits record number of users worldwide but struggles to monetize growth Former UTA Agent Launches Kids and Family Audio Company With Agency Backing
And for the rest of the news… Variety covers a star-studded new podcast with ad sales handled by Gumball, publishers are seeing per-subscriber revenue increases amid ad revenue decline, and both Digiday and The New York Times covered allegations that YouTube’s adtech is serving ads specifically to children, in violation of the Child Online Privacy Protection Act.

Acast Partners with Podscribe, Amazon's building an SSP, & More Aug 18, 2023

Show notes

Stories covered this week in the business of podcasting:Acast Announces Podscribe as Global Preferred Attribution Partner. Shifting Share of Ear: A nine-year comparison of radio and podcasts by Brad HillMattress Firm's Branded Podcast Drives In-Store Sales with iHeartMedia by Catherine PerloffAmazon is quietly building a publisher-focused ad product team to grow its $37 billion ad business by Lauren Johnson
Quick hits: Making a Podcast People Hate by Tom Webster - Using data from the upcoming Sounds Profitable study The Podcast Landscape in America, Tom demonstrates the power of making a podcast for a hyper-specific target audience. Descript Acquires SquadCast. Squadcast’s remote recording tech will be implemented in Descript to allow the service to offer podcast recording, editing, and publishing in one service. Previous Squadcast customers will be able to switch to Descript at no additional cost. Triton Digital Releases the July 2023 U.S. Podcast Ranker. Highlights include SXM Media at #1 in Top Seals Networks for July and NPR News Now retaining the top spot in podcast downloads. PodcastDb and Sonnant Partner to Create the First Ever Podcast Advertiser Directory. The directory will enable advertisers to find contextually-suitable podcast advertising opportunities.

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