Who Are the Podcast Super Spenders?

New Sounds Profitable research, sponsored by ADOPTER Media, finds that 28% of podcast ad buyers account for roughly 62% of tracked podcast-driven spending. Here’s what sets Super Spenders apart, where they spend their time, and what it says about which buys might overperform.

Behind every great host read is a lot of planning, a few client notes, and a host who makes it sound easy. Now you can try it yourself.

New research from Sounds Profitable finds that 34% of podcast consumers started within the past year, while video viewing and platform preferences continue to evolve.

When YouTube changed how it counts public views, ADOPTER Media invited two competitors, Oxford Road and Right Side Up, to share a stage at the Sounds Profitable Business Summit. Here’s what the three buyers said about pricing YouTube in 2027.

YouTube’s new view counting inflates numbers without adding engagement. ADOPTER Media is holding the line: all 2027 Insertion Orders will define a “YouTube view” as an “Engaged View.” Here’s what that means for advertisers, creators, and networks.

New research finds weekly podcast listeners spend far more of their television time with ad-free content than the average American, putting them beyond the reach of traditional TV advertising.

New research finds weekly podcast listeners spend far more of their television time with ad-free content than the average American, putting them beyond the reach of traditional TV advertising.

Host-read podcast ads are content. Sponsored, yes. But if it’s in the podcast and the host delivers it, it’s part of the episode. We need to protect them.

Owl & Co. found podcast companies generated $9.2 billion in 2025, with video monetization driving much of the industry’s growth.

The AMP accords, proposed new podcast measurement standards, have arrived. Here’s our take on what they get right and our proposed additions.