Before we get into the news, a quick heads up that the first Sounds Profitable presentation of 2025 is next week! Join Tom Webster for a half-hour presentation of The Business Podcast Consumer, a look at the audience for business podcasts and what makes them different to the audience of any other genre. Join in next week on Wednesday, January 15th, at 3:00 p.m. EST. Registration is free and open now.
The Business of Business Podcasting by Tom Webster
Next week the Sounds Profitable Educational Series kicks off with a live presentation of The Business Podcast Consumer, a report conducted in partnership with American Public Media that looks at the audience of business podcasts. In this piece Tom reveals a chart showing what genres business podcast consumers listen to, most notable the fact they are twice as likely to listen to self-improvement and health & fitness podcasts compared to the average podcast consumer. The full report debuts Wednesday, January 15th at 3:00 p.m. EST, featuring a special guest appearance by Kai Ryssdal from Marketplace.
Season of Podcast Renewals [Multiple Sources]
Spring may be a few months away but it’s already the season of renewal in podcasting. iHeartMedia has announced an extension of their multi-year deal with the NFL Podcast Network, with several new podcasts set to launch this year. The first will be Lots to Say with Bobby Bones and Matt Cassel. Meanwhile, PodcastOne has re-upped sales and distribution deals with several flagship podcasts, namely shows produced by comedian Adam Carolla and retired UFC fighter Brendan Shaub.
Meta Ad Changes Threaten Telehealth’s Weight Loss Boom By Catherine Perloff and Ann Gehan
Telehealth companies like Hims & Hers and Noom, who have frequently invested in campaigns on Meta-owned Facebook and Instagram, are facing health data privacy restrictions as Meta tries to pre-empt regulation restricting health-related advertising data. Advertisers interviewed by The Information paint a picture that the new health-focused restrictions are enforced unevenly and with vague definitions, leaving advertisers targeting New Year’s weight loss resolutions at a loss. While Facebook and Instagram have been major players in direct-to-consumer advertising, Meta’s recent changes (ranging from the health privacy changes to revamping reporting metrics to simply be ‘views’ across all platforms), platforms like TikTok, Reddit, and podcast advertising are becoming more and more attractive to advertisers.
As for the rest of the news…
- The Brand Podcast Summit has announced this year’s event will feature a live ‘extreme podcast makeover’ where one lucky attendee’s show will get refurbished from the ground up by a team of industry experts.
- NumberEight has raised $2.7 million for AI ‘privacy first’ advertising ID solutions.
- CES has posted their 2025 keynote featuring SiriusXM CEO Jennifer Witz and audiochuck founder Ashley Flowers
- Audible has signed investigative journalist Ronan Farrow to a multi-project deal that kicks off with Not a Very Good Murderer this March.
