Common practice in advertising is for brands to focus on the “age of acquisition,” targeting consumers from the age of 12 to 24 in hopes of instilling brand awareness that will translate into consistent purchase in adulthood. Over the course of a year Signal Hill Insights has been testing brand health measurements for ten top podcast advertisers as part of Triton Digital’s Demos+ survey of monthly podcast consumers. In that time, SHI finds the age group most likely to recall a podcast ad from the top advertisers chosen were consumers aged 35-44. Insurance, tech, home improvement, wireless providers, that demographic scored from 20% to 41% higher recall over the average for Q2 2025. While there is utility to younger demographics, Riismandel presents the not-oft-discussed 35-44 cohort as what they are: adults likely to have stable jobs focusing on buying houses, starting families, planning for the future. They’re also 42% more likely to be an executive or in the C-suite of a company/47% more likely to be a senior decision-maker at their job, making them particularly attractive to B2B brands.
Inside Goalhanger’s shift from podcast producer to screen studio by Seb Joseph
The Rest is History’s YouTube audience averages 48 minutes of watch-time per episode, beating out their average listen-through stats for audio versions of the same episodes (40 minutes). Goalhanger Head of Digital Sam Oakley says video has brought us to the point where “wherever you get your podcast” really needs to be “however you get your podcasts.” With the embracement of video has also brought on retooling how how video is approached, with shows like The Rest is History working to incorporate more visual engagement, or Goalhanger’s upcoming animated Sherlock & Co. pilot that will act as a proof of concept for an animated video adaptation of the 120+ episode audio drama. Video strategies that have worked to build confidence in Goalhanger’s future, such as the recent Chernin Group investment.
1 in 3 Podcast Creators Have Quit, Says Study by Katie Paterson
The Podcast Host looks at Sounds Profitable’s data from The Creators 2025 indicating how many podcast creators leave podcasting (as the headline says: one in three burn out). Then, looking at the Independent Podcaster Survey 2025 data, one can get a picture of why that burnout happens. 30% of respondents chose “struggling to grow an audience” as their main reason, followed by lack of time (25%) and financial difficulties/inability to monetize (23%). From a business perspective, promoting the growth of podcasting’s entry-level creators benefits the entire industry in the long run. The trick is finding a balance of making resources available to newer creators, as well as loudly and proudly broadcasting their existence so newbies actually know the options at their disposal.
As for the rest of the news…
- Popular Australian podcast Life Uncut has officially joined LiSTNR with the launch of their latest season.
- Podscribe has debuted a new feature called Watchlists, which helps advertisers, agencies, and publishers track key podcasts and advertisers with email alerts whenever something changes.
- PodcastOne has debuted a new podcast from reality TV stars Shanna Moakler and Claudia Jordan titled Wicked Awesome.
- Wondercaft has officially rolled out their generative AI video studio, along with a trailer explaining the process of building videos in their editor, as well as a blog detailing how the process works and the motivations behind it.
- Ending out on a fun one: the podcast Hello Puzzlers! is celebrating National Puzzle Day tomorrow with a special live stream at 7: 00 p.m. EST featuring a slew of comedy and puzzle-focused guests.
