The One-Show Wonders by Tom Webster
Tom Webster digs into this year’s Podcast Landscape genre data, based on 3,118 monthly podcast consumers. He finds the number to watch is the share who name just one genre, which grew from 12% to 16%. These “one-show wonders” skew older and consume less than the rest of the audience, many found their favorite show on YouTube or social platforms rather than through other podcasts, and the growth is concentrated among people whose primary podcast platform is a video service or Spotify. His takeaway for creators is that if the platform has no reason to recommend your second show, the host has to. For the good of the industry, it’s worthwhile for hosts to spend even just a minute of every episode on cross-promotion.
Brazilian University Lab Launches Narrative Podcast Map
Lunar, the Narrative Podcast Laboratory at Rio de Janeiro State University (UERJ), has launched an interactive map of the more than 200 Brazilian narrative podcasts in its catalog, showing where each show’s story is set and where it is made. The contrast is stark: the North region is the setting for 14 programs but has production ties to only two, while the Southeast is featured in 70 and has ties to 159. Production is also concentrated, as Rádio Novelo, Folha de S. Paulo, and Agência Pública alone account for 38 production credits across the catalog.
Podcasters’ Election Night Streams Highlight Fractured Media Landscape by Ashley Carman
Bloomberg’s Ashley Carman spent election night hopping between podcaster and YouTuber livestreams and found a far quieter scene than the 2024 “podcast election.” Several big conservative voices, including Tucker Carlson, Candace Owens, and David Sacks, sat it out, and the streams from 2024’s biggest shows were far smaller, with the Daily Wire at around 14,000 YouTube viewers when she checked at 9:15 p.m. ET. By comparison, the 2024 viewership was over 3 million at peak. Carman doesn’t think the night changed how politicians view new media personalities, but it highlighted, once again, the deep fracturing of attention. She expects audiences will largely default to the hosts they already consume or whatever their platform surfaces.
…as for the rest of the news:
- AdsWizz is opening its video podcast monetization for Apple Podcasts to all publishers and creators, pairing audio ads with companion banners instead of new video ads.
- Apple Podcasts has launched Creators We Love in Japan, featuring four creators and groups. Apple says Japan’s listener growth is outpacing the global average by nearly nine times.
- Nomono has launched Nomono Labs, an API and MCP server that opens its speech-processing technology to developers, producers, and AI agents.
- Emily Rasekh, Sony Music’s former SVP of global podcasts, has joined CAA’s creator division.
- Signal Hill Insights has hired Kelly Fedoruk, a 25-year media research veteran, to lead Client Services and Growth.
- Niecy Nash-Betts and daughter Dia Nash launch Mother Knows Murder, a PAVE Studios show, on Hulu November 9 and podcast platforms November 10.
- Libsyn CEO Brendan Monaghan tells the Podcast Advertising Playbook that video is a promotional tool, not a mandate, in Can Audio-Only Podcasts Still Compete?
