How Podcasts Covered Disaster, Growing Turkish-Language Market, & More

How Podcasts Covered Disaster, Growing Turkish-Language Market, & More

February 3, 2025

Listen to this

The Podcast Ecosystem in Türkiye by Rıfat Özcan

An overview of podcasting in Türkiye, dating back to the first tech blog to use the word (only a month after the term ‘podcast’ was officially coined in the U.S.). In addition to the growth of Turkish-language podcasting as an industry (clocking in at the 15th most-podcasted language according to Podcast Index), the piece details podcasting apps, production agencies, educational institutions teaching podcasting, events, and podcast research all happening locally.

How Many Ears Does Podcasting Stand to Lose Without TikTok?

In light of TikTok briefly going offline in the U.S. for a few hours before receiving a 75 day lease on life from the Trump administration, marketers are beginning to genuinely think about a post-TikTok reality. Edison Research highlights a couple slides that show what podcasting could expect, such as The Gen Z Podcast Listener Report from 2023, which found 80% of Gen Z respondents (aged 13-24) find new podcasts on TikTok. This is further backed up by Edison Podcast Metrics Q4 2024 data, which shows the number of U.S. weekly podcast listeners aged 13-24 who’ve ever listened to a podcast on TikTok increased from 26% in 2022 to 30% in 2024.

Digiday+ Research: Half of marketers say ad spend will grow this year by Julia Tabisz

A survey of over 40 marketing professionals finds expectations are positive for the year. 48% of respondents said in Q4 they agree advertisers will spend more in 2025. Only 24% disagree with that sentiment. 63% of agency pros expect their ad spend on behalf of clients to increase this year, with 42% saying they experienced spend increase on behalf of clients in 2024. More ad spend means more opportunities for podcasting to flex some marketing muscle this year.

The Trump Administration’s Invite to Influencers Is a Pitch for Free Marketing by Ashley Carman

Last week new White House Press Secretary Karoline Leavitt announced the new administration is welcoming influencers and podcasters to apply for the ability to cover official press briefings alongside existing journalists formally in the Press Corps. Thousands have applied for a shot at the newly-created ‘New Media seat” in the briefing room, a valuable piece of real estate opened up by rebranding a seat previously reserved for White House staff, and one not in the seven rows of seats assigned by the White House Correspondent’s Association. The New Media seat likely will be a valuable promotional tool for the administration, as content-focused influencers are less likely to focus on constructing questions that slip in fact-checks or additional context to the topic at hand.

As for the rest of the news…

Jobs

Register for our upcoming webinar:

Audio Primes: The People Who Listen to Podcasts

Thursday, April 16th at 2PM EST

In this webinar, Sounds Profitable unveils Audio Primes, a new audience segment sponsored by RSS.com and drawn from The Podcast Landscape 2025 study. These are podcast consumers who listen to at least three-quarters of their content as audio, and they defy every stereotype you might have about them. We'll walk through who they are, how they consume media, what drives their remarkable loyalty, and why they function as the word-of-mouth engine of the entire podcast ecosystem. Join Tom Webster, Partner at Sounds Profitable, and Alberto Betella from RSS.com as they present original research you won't find anywhere else. Whether you sell ads, make shows, or build platforms, you'll leave with a clearer picture of the audience that matters most and a better understanding of what to do about it.

Register for free