This is sponsored by CoHost. Get in-depth insights into who your podcast audience is including income, family members, social media habits, age, and more with CoHost's Advanced Audience Demographics. Book a demo today.

Visit https://podnews.net/update/podscribe-report for all the links, and to get our newsletter.

Podscribe: longer ads are more cost-effective

Podscribe released its Q3 2024 performance benchmark report. Among the findings in US podcast advertising:
- While host-read ads do work better, because they cost more, the cost-per-acquisition is actually the same as running produced spots. (And, as above, longer reads are more cost-effective).
- Almost all advertisers only reach 25% of total monthly podcast listeners - so, there is significant potential for growth.
- Amelia Coomber told Podnews that “audio is not a medium to be taken lightly. With all the stuff going on in the industry right now, I think (the report) is a shining light to speak to the exciting opportunity that is in front of us.”
In the US, YouTube is the service used most often to listen to podcasts, according to Edison Research. 31% of weekly podcast listeners aged 13+ choose YouTube as the service they use most to listen to podcasts; Spotify is at 27%, and Apple Podcasts is at 15%, says the data.
Attribution and analysis company Magellan AI has successfully joined the list of companies compliant with IAB Podcast Measurement Guidelines v2.2.
- A number of companies have not recertified since 2021, although the IAB Tech Lab tells us that annual recertification remains a requirement. However, “a few companies” will be removed by the end of the year after choosing not to recertify, the company says, but wouldn’t confirm who.

Classifieds - your job or ad here

Let's be Podcast Besties! 👯 — Podcast Bestie is a newsletter, podcast, and best friend to podcasters trying to grow and monetize their shows. Join the squad now.

Save Frustration and Time Editing Your Podcast! — 3 episodes edited for just $97 with this SPECIAL OFFER from award-winning Seven Million Bikes Podcasts! Book by Nov 22. "We now have a professionally produced, awesome sounding podcast!" Beer Stories

FREE WORKSHOP - Business & Legal Fundamentals — Learn podcasting business and legal essentials. Do things like the pros, without lawyers and big headaches. Presented by Gordon Firemark, The Podcast Lawyer™ Register now! Don't miss out!

BBC Studios are to use Triton Digital for audio advertising and analytics tools for podcasts outside the UK, making the broadcaster’s podcasts available to over fifty ad exchanges on Triton’s global Audio Marketplace. The BBC continues to work with Acast, who are “excited to continue working together to grow the podcast market globally”.
Meanwhile, The Guardian has renewed its global podcast contract with Acast. The two companies have worked together since 2017.
There have been a number of job cuts at Canada’s Rogers Sports & Media. Among wider cuts throughout the company, casualties include Jordan Heath-Rawlings - host and EP of The Big Story - alongside Mary Jubran, an Editor and Audience Development specialist, and producers Robyn Simon and Joseph Fish. Earlier this year, Rogers closed Pacific Content; the company’s strategy appears to be a focus on a shrinking radio business.
Scott Galloway: “The Prof G podcast portfolio (Prof G, Prof G Markets, Raging Moderates) will register 2025 revenue of approximately $10m. We employ five producers, two analysts, and a technical director/sound engineer. I spend 8-12 hours (total) per week on the pod(casts)”.
Spotify’s video strategy is critically examined by DWNLOAD Media’s Chris Peterson. “This strategy feels completely one-sided — focused on growing Spotify’s Premium product rather than growing the podcast industry,” he says.
Like YouTube, Spotify is now displaying auto-generated wide, 14x9, thumbnails for video podcasts for some users.
Tomorrow is the last day to submit your entry to The Ambies. The ceremony is in Chicago on Mar 31.
Submissions are open for the fourth edition of the Ondas Podcast Awards. The awards for the Spanish-language sector are divided into three categories: general, specific and special.
Popular iOS podcast app Overcast has received an update that adds listening stats and 48-hour listening history. The app has also received a price increase - Overcast Premium is up from $9.99 to $14.99 a year. (You absolutely don’t need Premium to use the app, but supporting developers is always a good idea).

Focus

We’ve just announced our huge Black Friday offer: free use of Captivate until March 2025 if you sign up today! With so many new podcasters starting in the new year, it can be hard for your podcast to rise above the rest and start earning you money.

That’s why we’re giving you free access to our industry leading hosting and monetization services now - get your feet under the table in November, start making money straight away and don’t get caught in the January rush.

Access to Captivate includes our:

memberships marketplace
tipping portal
dynamic content engine
free video lessons on everything from vocal coaching to email marketing, with more added all the time

Three free months to establish your podcast early is the push you need to make your podcast flourish, grow and earn you the revenue you deserve.

Sign up today for free access until March 2025.

Tips and tricks

Product management is hard (whether it’s your podcast or your website), especially when it comes to making choices about what you’re building or doing. Milly Botes, Acast’s VP of Product, suggests that you apply the same principles that you would apply to investment - diversification, rebalancing, and risk management.

Podcast News

The Podglomerate has shared predictions for podcasting in 2025 sourced from eighteen industry leaders in its popular Podcast Perspectives show.
From Puma, Green Flags launches today - hosted by Manchester United captain and Lioness, Maya Le Tissier, fashion and lifestyle Guru, Oli Bromfield and pro-footballer turned content creator, Moses Duckrell, it's a five-part video podcast to showcase how even small changes can make a big difference in reducing our environmental footprint. It's made by Mags Creative.
Veteran radio DJ David Hamilton has launched a new podcast aimed at over 65 year-olds. Wise Words talks about maintaining friendships, cooking traditions, learning in later life and navigating modern technology. The podcast was launched following research that revealed the average over-65 spends less than an hour a day talking to other people.

Gold supporters: Buzzsprout, Mowpod, Mamamia, The Podglomerate, Audiohook, Resound, RedCircle, Steve Lack: Audio, Podscribe, SALT, Simplecast, Cohost, audioBoom, Riverside.fm, Jar Audio, Podchaser, Awesound, We Edit Podcasts, Evergreen Podcasts, Knucklehead Media Group, Podpage websites, Disctopia, Libsyn

Silver supporters: Storic Media, Audacia Audio, Bumper, Magellan AI, Jonekiri, The Podcast Haven, POW PR, PlayPodcast, Truefans, Deepcast, Cloud10, Gilded Audio, Huberman Lab, SoundStack, The Roost, Frequency, Podium , Ausha, Tink Media, Voxtopica, Red Seat Ventures, Storyboard, ARN's iHeartPodcast Network Aust, Gumball, Podcastpage, Message Heard, Health Podcast Network, Jam Street Media, Oxford Road, Heartcast Media50, Castos, Sonic Influencer Marketing, Ossa Collective, Wondery, Transistor, Podcast Taxi, Diversion Podcasts, Lemonada Media, Blubrry, Headliner, Rephonic, Double Elvis Productions, matchmaker.fm, Rhapsody Voices, Zvook, Optimal Living Daily, Hear.Here.Singapore, Podcast Partnership, Content10x, StreamGuys, Ad Results Media, She Podcasts, Cleanfeed, Revolver Podcasts, Lower Street, School of Podcasting, Podcast Movement, Sonix, Podigy, Adopter Media, Signal Hill Insights, Edison Research

Our personal supporters: Eric Montgomery, Amy Woods, John, Jessica Alpert Silber, Armel, Oludotun Oyebolu, Mikel Ellcessor, Gene Monterastelli, Ed Sullivan, Neil Mody, David Lloyd, Lindsay Graham, Steven Goldstein, Matt Wade, Mirko Lagonegro, Andy Maher, tony@virtualcouch.xyz, Kara Silverman, Eric Hunley, Liz Covart, Owen Grover, Justin Jackson, Karen Jackson, CESLIE Armstrong, Søren Hugger Møller, Josh Withers, Mike R, Michael Dell, Eric Nuzum, Benjamin Masse, Brett Johnson, Mark Ramsey, Steve Stewart, Pete Morgan, Jody Avirgan, Joe Stone, ShEvo (Sheila Dee & Evo Terra), James Atkinson, Helene Pawlitzki, Buzz Knight, Graeme Klass, Stephanie Arakelian, Kerry Donahue, Tony Garcia, We Are Libertarians, Stew Redwine, Dave Beasing, Meggan Ellingboe, EarBuds Podcast Collective, Andy Bowers, Mary Dooe, Alicia Mackey Huber, Paul Vogelzang, Vanessa Harris, Rekha Murthy, Mohammad Ali, Suzanne Schultz, Joanne Phillips, Niall Mackay, Courtney Reimer, Brandon Schexnayder, Sam Phelps, Doug Downs, Lex Friedman, Larry Rosin, Jeremy McCarter, Charles Spivey, Tom Teodorczuk, Ken Beyer, Bubbe Ann Schockett, Darius Derakshan, Stefano Mangone, Dave Campbell, Cindy Howes

Readers and supporters

Support us

Image: Podscribe

Get the future of podcasts.