In light of recent social media conversation and press coverage, we want to briefly revisit yesterday’s story regarding YouTube reaching 1 billion monthly podcast users. The continued expansion of podcasting beyond RSS has introduced several analytical terms that mean different things in different spaces. The same terms are used with different definitions and expectations between mediums. We celebrate the success of Podcasting on YouTube and now have further prioritized our efforts with our partners to rethink and define how we encompass this wider data set to prevent confusion in both within podcasting and the wider world.
Australian Audio Roundup [Multiple Sources]
That’s right, a second time this week! Australia continues to deliver. First up, broadcaster ARN Media has reported a 9% increase in revenue, reaching $365.6 million AUD for 2025 and citing a key driver of success being their exclusive Australian license of iHeartRadio. Southern Cross Austero (SCA) also reports strong performance, clocking 5.3% overall revenue lift year over year. Digital audio revenues increased 48% year over year. IAB Australia has published a new Audio Buyers Guide, which includes a crash course in podcasting terminology and data backing up its growing popularity in Australia. Speaking of data, as covered yesterday, IAB Australia also published their Audio Advertising State of the Nation, which includes the detail that digital audio and podcast advertising increased 17.8% year over year.
YouTube Tweaks Mid-Roll Ads to Reduce Disruptions and Boost Revenue
Starting May 12th, YouTube will reduce the number of midrolls run at disruptive moments (e.g. mid-sentence or during an action sequence), pivoting to a system that aims to target pauses and transition moments. This update will retroactively adjust automatic midrolls placed in videos uploaded before February 24th. YouTube Studio will also give creators feedback on whether their manually placed midroll ad marker placement could be optimized to be less disruptive. An update that likely will improve midroll experience in video podcasts, cutting down on the instances of an ad cutting off a host mid-sentence.
Indie agencies are betting on tech to outmaneuver the big guys by Seb Joseph
A piece spotlighting several independent agencies who are focusing on their flexibility and maneuverability in comparison to sizable holding companies. Hiring CTOs, developing bespoke tech platforms, even reselling third-party services, the name of the game is tech. By design, agencies are a service-driven business constantly in flux as clients wax and wane, while tech platforms tend to operate steadily on subscription-based revenue; a focus on “lean and excellent” mentality- something podcasting is no stranger to over the past two decades.
As for the rest of the news…
- Wondercraft has published an animated debut for Remix. The new tool allows marketers and creative teams to regain granular control over audio they no longer have stem files for by using AI to reverse-engineer new stems.
- Triton Digital has added a Feed Drop feature to Omny Studio for cross-promoting episodes across feeds, as well as a Multi-Step Scheduler that enables podcasts to send out exclusive content to different audience segments.
- Producer Lochlainn Harte covers the current options for music in podcast production, spotlighting Thrumm’s platform of music composed specifically to fit spoken word narratives.
- The Podcast Academy has announced Ira Glass will receive the 2025 Governor’s Award at the 5th annual Ambies, hosted by Tig Notaro at Evolutions by Podcast Movement on March 31st.
- Realm has announced new artwork for the film podcast Unspooled, hosted by comedian Paul Scheer and critic Amy Nicholson, in time for their annual Academy Awards episode.
