Registration for the Advertising Landscape debut webinar, scheduled for 2 p.m. EST on Wednesday April 16th, is live now. Hosted by Tom Webster, the presentation will debut the first of four parts delving into the findings of the Advertising Landscape, the biggest ever study into podcast ad effectiveness with 5,000 Americans surveyed. Grab your virtual seat now to be one of the first to see the data!
What is a Podcast? Preserving its Essence, Structuring for Expansion
Complimenting Oxford Road and Veritone One CEO Dan Granger’s keynote at Evolutions by podcast movement, a new white paper has been published by Oxford Road. The report is built off an Edison Research study surveying 4,000 Americans, as well as 30+ creatives, executives, and thought leaders. The goal of the survey and interviews was to reach a clear, workable definition of podcasting. In his presentation, Granger highlighted that a lack of measurement standards and common definitions is causing podcasting to move backwards in some ways. Areas of podcast advertising that were thriving are muddied with the addition of video and a lack of standardized measurement capabilities. Which could potentially frighten away brands who were previously spending on podcasts.
Why Hit Play on a Podcast? Influencing the Decision to Listen by Jeff Ulster
A look at how Canadian podcast consumers found their way to podcasting, according to survey data from last fall’s Canadian Podcast Listener study fielded by Signal Hill Insights. Topic of discussion remains a leading gateway to podcast listening, with 38% of the 1,195 respondents saying they got into podcasting by finding a show about a topic they were interested in. Music burnout is also a contributing factor, especially with younger listeners. 28% of all respondents said they started listening to podcasts because they got bored of listening to music and wanted something more engaging (up from 20% in 2020). When filtered for just 18-34, that jumps to 34% of respondents in 2024.
Maximizing Podcast Reach: Strategies for Expanding to New Platforms and Audiences
Triton Digital EVP of Podcast and Content Delivery Sharon Taylor, Bumper co-founder Dan Misener, and Quill co-founder Fatima Zaidi gathered at Evolutions by Podcast Movement to address common questions about growing podcast audiences. Dan Misener evoked journalist Casey Newton to make a distinction: there’s a difference between traffic and audience. The core difference being traffic will move the needle, but it dries up the second one stops paying for it, or expending the energy that gave the podcast that temporary boost in visibility (e.g. engagement farming on social media). Zaidi coached consistently as the most important aspect of growing an audience in 2025. Repurposing content for discovery in other channels. An audio-forward podcast shouldn’t live in isolation on audio apps. Newsletters, cross-promo, multi-channel networks, audiences take time and consistent effort.
Sound Insights has published the March edition of their monthly research roundup, looking at the top ten bits of podcasting research published, along with top-level insights. The big headline, of course, is Edison Research’s annual Infinite Dial finding podcasting has hit the mainstream. For the first time in the report’s history, more than half of Americans (55%) report consuming a podcast within the past month. We’d like to encourage our readers and listeners alike to subscribe to Sound Insights, as more focus on the valuable research being done in the industry, the better-equipped the business of podcasting is for the future.
As for the rest of the news…
- Spooler has published an introduction to Dialog, a new node-based tool that turns podcast assembling into a flow that can incorporate branches based on listener data, and real-time connections to text-to-speech and LLM service.
- Streaming and podcast hosting platform Disctopia has entered into a partnership with Earbuds Podcast Collective to deliver curated podcast recommendations directly to Disctopia users.
- Wondery has announced a new true crime miniseries from award-winning Brazilian journalist Chico Felitti, Don’t Cross Kat
- Aaron Matthews, founder of Creative Fix, and NOVA Entertainment’s Adam Johnson have announced the launch of Original Audio, a creative agency focused on delivering effective audio advertising. Original Audio has signed an exclusive representation deal with AI-powered audio production company AudioStack.
- Bloomberg has covered the announcement that Sony and Wondery have partnered with Patreon, which will include the publishers bringing shows like Getting Better with Jonathan Van Ness and Scamfluencers to Patreon. The platform will provide partners with in-depth data, marketing support, and additional features, including plans to bring on more media groups in the coming months.
