Sounds Profitable

Building Brands With Podcasts, Industry 2025 Reflections, & More

21 Nov 2025

Contributed by Lukas

Today in the business of podcasting: today is the last day to submit to the Podscape winter update, Tom Webster discusses building a brand to sell wit...

Two Different Kinds of Podcasting, Industry 2026 Predictions, & More

20 Nov 2025

Contributed by Lukas

Today in the business of podcasting: the Podscape deadline is fast approaching, a look at Happy Dad seltzer and what it means for podcast branding, is...

Clawing Their Way to Ownership: Why Some Podcasters Are Building Products Instead of Reading Ads

20 Nov 2025

Contributed by Lukas

Submit to the Podscape (Deadline is end-of-day November 21st)A look at what happens when the creators themselves are the brand.Written and narrated by...

Bridging Live Events with Podcast Data, iHeartRadio Adds Shortform, & More

19 Nov 2025

Contributed by Lukas

Today in the business of podcasting: Eventbrite announces new integration with Listener.com, Apple Podcasts reveals the Top Podcasts lists of 2025, Ox...

IAB AU Audio Advertising Survey, Influencer ROI Transparency, & More

18 Nov 2025

Contributed by Lukas

Today in the business of podcasting: The deadline to submit to The Podscape is this Friday, Cloudflare outage plays havok with the internet, The Holly...

Podcast Audiences Still Listen, Evolving Live Events, & More

17 Nov 2025

Contributed by Lukas

Today in the business of podcasting: audio remains the primary mode of podcast consumption, how loyal is your podcast audience?, PAVE teams up with Ka...

Indie Podcaster Report, Podcast Movement Evolutions @ SXSW, & More

14 Nov 2025

Contributed by Lukas

Today in the business of podcasting: Podcast Movement Evolutions is going to SXSW next year, Netflix is looking to have a big library of video podcast...

Podcast Movement 🔜 SXSW, In-Store Audio Ad Conversions, & More

13 Nov 2025

Contributed by Lukas

Today in the business of podcasting: seven headlines from across the industry as we have another special "oops all quick hits" episode. The links to a...

Audio vs. Video Podcast ROI, Threads Improves Podcast Links, & More

12 Nov 2025

Contributed by Lukas

Today in the business of podcasting: USC study finds top podcasts skew male and white, Spotify and NMPA open a portal to license audiovisual rights, L...

Indie Podcasting's Challenges, Netflix to Produce Video Pods, & More

10 Nov 2025

Contributed by Lukas

Today in the business of podcasting: Netflix is looking to make their own video podcasts, The Podcast Host has a survey of indie podcast creators, and...

Netflix Goes Shopping, Local Radio's Podcasting Power, & More

07 Nov 2025

Contributed by Lukas

Today in the business of podcasting: the Podscape is taking new submissions, Netflix is shopping around for video podcast licensing, Livewire Labs has...

Netflix is Podcast Shopping, Amazon DSP x iHeartMedia, & More

06 Nov 2025

Contributed by Lukas

Today in the business of podcasting: Netflix reportedly is looking to license SirusXM Media video podcasts, Podscribe has new industry rankings, Amazo...

Apple Podcasts Adds Chapters & Links, Fox Buys Audio Fiction, & More

05 Nov 2025

Contributed by Lukas

Today in the business of podcasting: Apple has automated chapters and links for podcasts coming, Spotify reports their Q3 earnings (Video podcasts are...

Netflix Eyes iHeart Podcasts, New Industry Research Published, & More

04 Nov 2025

Contributed by Lukas

Today in the business of podcasting: the Podscape is now taking submissions for the Winter edition, Netflix eyes licensing iHeartMedia podcasts, Acast...

Advertisers Jumpstart Holiday Spend, TYT x Noble Mobile, & More

03 Nov 2025

Contributed by Lukas

Today in the business of podcasting: the top podcast hosting companies by episode volume, advertisers push holiday spend earlier this year, City Cast ...

Measurement Holds Back $1b, Amazon Corporate Downsizing, & More

31 Oct 2025

Contributed by Lukas

Today in the business of podcasting: Amazon has laid off some Audible corporate staff, brands are paying more for less efficient ads, Spotify brought ...

Triton Digital's AdBuilder, Vertical YouTube Outearns Horizontal, & More

30 Oct 2025

Contributed by Lukas

Today in the business of podcasting: Triton Digital launches AdBuilder AI, YouTube Shorts earn more than longform videos per watch-hour, new report ar...

Defining "AI" for Advertising, Acast CEO on Video Podcasting, & More

29 Oct 2025

Contributed by Lukas

Today in the business of podcasting: Amazon has laid off some Audible corporate staff, IAB looking to define AI transparency for ads, Acast's CEO on v...

Spotify Revamps Apple TV App, Floating Ad Tech Economy, & More

28 Oct 2025

Contributed by Lukas

Today in the business of podcasting: ad tech survives on floating cash, Spotify revamps Apple TV app, Oxford Road finds why advertisers are holding ba...

C-Suite Podcast Hosts, Ads That Cost More for Less Traffic, & More

27 Oct 2025

Contributed by Lukas

Today in the business of podcasting: brands are paying more for ads that do less, the rise of c-suite podcast hosts (and why), creators are seeing bra...

NRF Projects High Holiday Spend, Pantheon Media x Spooler, & More

24 Oct 2025

Contributed by Lukas

Today in the business of podcasting: content creators are taking over mainstream medai, a blindingly obvious opportunity for podcast revenue growth, h...

BBC Sounds' Q3, YouTube Sponsorships are Up, & More

23 Oct 2025

Contributed by Lukas

Today in the business of podcasting: YouTube sponsorships are on the rise, BBC Sounds has their Q3 report, Audacy has a new State of Audio, Solar ran ...

How YouTube DAI Changes Upfronts, Lessons from SXSW Sydney, & More

22 Oct 2025

Contributed by Lukas

Today in the business of podcasting: Adam Bowie on the Spotify Netflix deal, how YouTube's dynamic brand insertion tool could change upfronts in 2026,...

A Blindingly Obvious Opportunity for Podcast Revenue Growth

22 Oct 2025

Contributed by Lukas

Podcasting's reach has grown quite a bit over the years, but several fruitful demographics still remain untapped. Written and narrated by Tom Webster...

IAB Moves Newsfronts, Spooler x Pantheon Media, & More

21 Oct 2025

Contributed by Lukas

Today in the business of podcasting: Spooler and Pantheon discuss their collaboration, why Netflix should buy Spotify, a look at audio's discussion du...

NRF Projects Healthy Holidays, Research Fueling Creativity, & More

20 Oct 2025

Contributed by Lukas

Today in the business of podcasting: the collaboration that goes into making The Hidden Third, using research as your podcast creative partner, legac...

Spotify's Video Distribution Deals, Students Critique AI Podcasts, & More

17 Oct 2025

Contributed by Lukas

Today in the business of podcasting: Spotify distributes video podcasts to Netflix and Samsung TV Plus, LiveRead.io and Companion discuss their collab...

Advertising to Advertisers, The Ringer 🔜 Samsung TVs, & More

16 Oct 2025

Contributed by Lukas

Today in the business of podcasting: Spotify launches first FAST channel, ICE ads keep appearing on incongruous content in streaming services, adverti...

What Makes Armchair Expert a Great Podcast

16 Oct 2025

Contributed by Lukas

A breakdown of the simple psychology behind Dax Shepard’s interview style.Written and narrated by Tom WebsterEdited by Bryan Barletta and Gavin Gadd...

Measurement's Upfront Moment, $1,600 Netflix Subscribers, & More

15 Oct 2025

Contributed by Lukas

Today in the business of podcasting: Measurement is having a moment at IAB Upfronts, MrBeast launches clipping company, the divide with content creato...

Spotify’s Netflix Podcast Partnership, New EU Podcast Law, & More

14 Oct 2025

Contributed by Lukas

Today in the business of podcasting: Spotify to air video podcasts on Netflix, LiveRead.io and Companion talk collaboration, students discuss AI gener...

Recapping Advertising Week NYC, Spotify's in ChatGPT, & More

10 Oct 2025

Contributed by Lukas

Today in the business of podcasting: what happened at Advertising Week New York, Tom Webster talks parasocial relationships with podcast AI ads, Spoti...

Amazon DSP x Microsoft, Podcasting Without Borders, & More

09 Oct 2025

Contributed by Lukas

Today in the business of podcasting: Amazon is taking over Microsoft's DSP, Tom Webster on how AI could be used to leverage existing parasocial relati...

Creators as Power Brokers, Companies Eye Audioboom, & More

08 Oct 2025

Contributed by Lukas

Today in the business of podcasting: how creators are becoming power brokers at events like Advertising Week New York, Spotify talks the power of fand...

ChatGPT Integrates Spotify, Alex Cooper Launches Ad Agency, & More

07 Oct 2025

Contributed by Lukas

Today in the business of podcasting: ChatGPT debuts Spotify integration, Alex Cooper's new creative agency lands Google as first client, and reflectio...

Flightcast Launches, 8/10 Spaniards Listen to Podcasts, & More

06 Oct 2025

Contributed by Lukas

Today in the business of podcasting: Flightcast debuts, ICE ads appearing more places that one wouldn't expect, PodcastOne's fiscal Q2 report is live,...

Spotify on Amazon DSP, Podcast Movement Panels on YouTube, & More

03 Oct 2025

Contributed by Lukas

This week in the business of podcasting: the Podcast Movement Archive is now live, Spotify names co-CEOs as Ek steps down, how to block bad ads, IAB P...

Golden Globes Podcast Eligibility, Podcast Campaigns Bring Reach, & More

02 Oct 2025

Contributed by Lukas

This week in the business of podcasting: Podcast Movement 2025 panels are now live for free on YouTube, the 83rd Golden Globes eligibility only includ...

PRX Acquires Soundrise, Spotify's on Amazon DSP, & More

01 Oct 2025

Contributed by Lukas

Today in the business of podcasting: PRX has acquired Soundrise, Spotify has a lot of new news, Rooster Teeth joins the growing community of creator-o...

Creator Executive Collaboration, Ek Steps Down, & More

30 Sep 2025

Contributed by Lukas

Today in the business of podcasting: Daniel Ek is stepping down from CEO of Spotify, YouTube creator conglomerate executives share intel, a tease of t...

IAB Upgrades Podcast Outlook, Pods Promoting Movies, & More

29 Sep 2025

Contributed by Lukas

Today in the business of podcasting: tariffs are causing brands to back away from the US (something podcasting could leverage), a defense of journalis...

Canada's Growing Podcast Scene, Reframing Short-Form Clips, & More

19 Sep 2025

Contributed by Lukas

This week in the business of podcasting: podcasting is maturing and changing landscape, Canada's growing podcast audience (including new Canadians), h...

Podcasting is Maturing, Canada's Audience Growth, & More

18 Sep 2025

Contributed by Lukas

Today in the business of podcasting: podcasting's maturation and what comes next, Canadian podcast listening continues to grow, and Heavyweights is ba...

YouTube Introduces DAI (Kinda), Ten Years of UK Podcast Growth, & More

17 Sep 2025

Contributed by Lukas

Today in the business of podcasting: YouTube is soon to demo their own version of DAI, the top 10% of Americans are doing almost half the spending, an...

Short-Form Podcast Cannibalization, Kenya's Podcasting Scene, & More

16 Sep 2025

Contributed by Lukas

Today in the business of podcasting: Amazon's DSP signs with SiriusXM for audio, explaining the SlopAds fraud scheme, and industry execs discuss the c...

Short-Form Podcast Cannibalization, Kenya's Podcasting Scene, & More

15 Sep 2025

Contributed by Lukas

Today in the business of podcasting: social media clips pose potential cannibalization issue, Morrissey on saving the open web, podcasting exempt from...

Podcasting Mourns Todd Cochrane, Creators Leverage CTV, & More

12 Sep 2025

Contributed by Lukas

This week in the business of podcasting: the industry mourns Todd Cochrane, what's happening at IAB Podcast Upfront, what Amazon's Wondery downscaling...

Remembering Todd Cochrane, Bridging Creatives and Execs, & More

11 Sep 2025

Contributed by Lukas

Today in the business of pdocasting: remembering Todd Cochrane, what creatives don't get about executives, Google's court filing suggests open web is ...

YouTube's Culture & Trends Report, Sports Media for Gen Z, & More

10 Sep 2025

Contributed by Lukas

Today in the business of podcasting: how Gen Z is shaping sports media, a look at YouTube's new culture and trends report, how transparency is influen...

Remembering Todd Cochrane

10 Sep 2025

Contributed by Lukas

Let's take a moment to reflect.Written and narrated by Tom WebsterEdited by Bryan Barletta and Gavin GaddisAudio editing by Gavin GaddisFind the full ...

Podcast Industry Mourns Passing of Todd Cochrane

09 Sep 2025

Contributed by Lukas

Today in the business of podcasting: the industry mourns the loss of Todd Cochrane, IAB announces Podcast Upfront plans, and a reflection on how gen-A...

Creators Leverage CTV, NYT Sunsets Audio App, & More

08 Sep 2025

Contributed by Lukas

Today in the business of podcasting: creators are leveraging their CTV channels for higher-value sponsorships, Washington State's new digital ad sales...

Podcasting's Growth Drivers, YouTube Tops Streaming, & More

05 Sep 2025

Contributed by Lukas

This week in the business of podcasting: The Podcast Landscape 2025 report is here, big-name podcast live events prove lucrative, YouTube is at the to...

The Podcast Landscape 2025 Report, Hidden Creator Costs, & More

04 Sep 2025

Contributed by Lukas

Today in the business of podcasting: a look at podcasting's presence at Advertising Week NYC, The Podcast Landscape 2025 is here, streaming investment...

Media Companies Court Podcast Stars, Creator Cashflow, & More

03 Sep 2025

Contributed by Lukas

Today in the business of podcasting: a lot of money is going to into creator marketing but not as much is making it to the creators, mainstream media ...

Podcasting's Live Event Profits, Edison Publishes Top 25 UK Pods, & More

02 Sep 2025

Contributed by Lukas

Today in the business of podcasting: Podcast live shows are a real money-maker, the creator economy has some measurement roadbumps to clear, talent ma...

Audiences Listen on YouTube, Chartable's End-Date, & More

29 Aug 2025

Contributed by Lukas

This week in the business of podcasting: The Emmys recognizing YouTube video podcasts as talk shows might save the Talk Show category, Tom Webster deb...

Chartable's Official Sundown, YouTube Hype Goes Global, & More

28 Aug 2025

Contributed by Lukas

Today in the business of podcasting: Chartable has a death-date, two surprising facts about platform consumption, Australia has a new advertising benc...

Swift Podcast Sets Record, Trade Desk Redefines SSP, & More

27 Aug 2025

Contributed by Lukas

Today in the business of podcasting: The Trade Desk redefines SSPs as resellers, an interview with Ozen.fm co-founder Rodrigo Tigre, Taylor Swift set ...

Spotify Adds Chat, YouTube's New LLM Filter, & More

26 Aug 2025

Contributed by Lukas

Essential news for today in the business of podcasting: YouTube has been quietly sharpening contrast on random YouTube Shorts, Spotify launches an in-...

Increasing Subscription Prices, YouTube Potential @ the Emmys, & More

25 Aug 2025

Contributed by Lukas

Today in the business of podcasting: Spotify's increasing Premium rate, the changing landscape of paid search placement, YouTube podcast elegibility w...

News Podcast Audience Grows, Sounds Profitable's Future, & More

22 Aug 2025

Contributed by Lukas

This week in the business of podcasting: Sounds Profitable merges with Podcast Movement, podcast audiences want choice, a look at news podcast listene...

Video in Open Podcasting, Audiences Love Choice, & More

20 Aug 2025

Contributed by Lukas

Today in the business of podcasting: The Podcast Standards Project shows how video can easily become a part of open RSS podcasting, Tom Webster debuts...

YouTube Shorts Collabs Upgraded, Spotify’s Q2 Report, & More

19 Aug 2025

Contributed by Lukas

Today in the business of podcasting: What likely depressed Spotify's ad business this past quarter, YouTube adds a collaborator-focused update to Shor...

Sounds Profitable x Podcast Movement, Dentsu's Indian Podcast Investment, & More

18 Aug 2025

Contributed by Lukas

Today in the business of podcasting: Sounds Profitable and Podcast Movement merge, Dentsu is opening a podcast network in India, and Billboard looks a...

Taylor Swift's Podcast Strategy, Audio's Continued Importance, & More

15 Aug 2025

Contributed by Lukas

This week in the business of podcasting: Taylor Swift debuted her new album's name and artwork on a podcast, a look at the resiliency of audio storyte...

Audio Podcasting's Next Evolution, New Podscape Update, & More

14 Aug 2025

Contributed by Lukas

Today in the business of podcasting: the new Podscape is now here, Jen Moss writes about the decline of audio storytelling being exaggerated, Tom Webs...

Video Drives Lift, Remembering Young Marketers, & More

13 Aug 2025

Contributed by Lukas

Today in the business of podcasting: Oxford Road has a new study on YouTube podcast ad lift, Taylor Swift's album announcement on a podcast is about t...

What Is A Podcast Supposed To Be?

13 Aug 2025

Contributed by Lukas

Despite what scary headlines may say, video and audio podcasting have a more symbiotic relationship than one might think. Written and narrated by Tom...

Taylor Swift's Podcast Announcement, Downy-branded Audio Drama, & More.

12 Aug 2025

Contributed by Lukas

Today in the business of podcasting: sports podcasting has grown so much video podcasts are starting to look like independent TV studios, podcasting r...

How B2B Uses Podcast Ads, Seattle's Audio Fiction Scene, & More

11 Aug 2025

Contributed by Lukas

Today in the business of podcasting: Age of Audio to be screened in the Sounds Profitable lounge @ Podcast Movement, how B2B startups are using podc...

Amazon Restructures Wondery, Spotify Launches Audiobooks Plus, & More

08 Aug 2025

Contributed by Lukas

This week in the business of podcasting: Amazon announces restructuring of Wondery, Spotify adds Audiobooks Plus add-on to US market, a look at podcas...

Apple's Best Podcasts of '25 (So Far), Audioboom's Video Boom, & More

07 Aug 2025

Contributed by Lukas

Today in the business of podcasting: Tom Webster on how podcasts compliment social media marketing campaigns, video podcasting grows at Audioboom, and...

Audiobooks+ Arrives in US, Von Interviews Cartoon, & More

06 Aug 2025

Contributed by Lukas

Today in the business of podcasting: a reminder of the Sounds Profitable job board, Spotify launches Audiobooks Plus in the US, Theo Von interviews Ha...

From Social Proof to Parasocial Proof: How Podcasts Provide the Scaffolding for Social Campaigns

06 Aug 2025

Contributed by Lukas

New data from Sounds Profitable about how podcasts influence action could also suggest a symbiotic relationship with social media.Written and narrated...

Ofcom Podcast Listenership, Spotify's Price Increase, & More

05 Aug 2025

Contributed by Lukas

Today in the business of podcasting: Ofcom has new UK listenership numbers, Spotify is raising its price in overseas markets, reactions to Bloomberg's...

Wondery to Fold into Audible, SiriusXM Podcasting Growth, & More

04 Aug 2025

Contributed by Lukas

Today in the business of podcasting: Wondery podcast studio is shutting down, the Corporation for Public Broadcasting is shutting down, SiriusXM repor...

Spotify Hypes Audiobooks, Podcast Ads Drive Action, & More

01 Aug 2025

Contributed by Lukas

This week in the business of podcasting: Sounds Profitable has a new study focusing on how podcast audiences drive action, Magellan AI has a chart of ...

Toyota's Podcast $pend, Audio Fiction Incubating New IP, & More

31 Jul 2025

Contributed by Lukas

Today in the business of podcasting: Magellan AI has their June top spenders report, how influencer marketing has evolved over H1, TikTok to track aud...

Podcast Ads Drive Action, Local Radio Reporting Returning, & More

30 Jul 2025

Contributed by Lukas

Today in the business of podcasting: Sounds Profitable has published a new report called Driving to Action, Andreessen Horowitz is looking to pay $400...

Spotify Hypes Audiobooks, Overwhelming Ad Load, & More

29 Jul 2025

Contributed by Lukas

Today in the business of podcasting: Spotify promotes audiobook listening with music language, a Reddit thread on /r/podcasts strikes up conversations...

Comedy as a PR Tool, U.S. Tops Acast Q2 Markets, & More

28 Jul 2025

Contributed by Lukas

Today in the business of podcasting: Acast crosses milestone with the U.S. becoming their highest-contributing single podcast market, Maximum Effort p...

Remembering Audio in Video Boom, Podcasting's Late-Night Appeal, & More

25 Jul 2025

Contributed by Lukas

This week in the business of podcasting: Why Sharon Taylor argues podcasting is losing sight of its audio roots, what Tom Webster learned from the lon...

Looking @ Super Listeners, Recognizing Comedy Podcasts & More

24 Jul 2025

Contributed by Lukas

Today in the business of podcasting: a look at Spotify's "super-listeners", what Tom Webster learned from a magician that applies to podcasting, and t...

How Podcasts Are Overtaking Late-Night, Apple on Listener Privacy, & More

23 Jul 2025

Contributed by Lukas

Today in the business of podcasting: Apple details how they protect listener privacy in listening reports, Steve Goldsten writes on how podcasting has...

What I Learned From The Longest-running One-Person Show in Vegas

23 Jul 2025

Contributed by Lukas

Audience engagement is the true magic that makes shows stick, who better to learn from than actual magicians? Written and narrated by Tom WebsterEdit...

Modern Podcast Monetization, AI @ Ad Awards, & More

22 Jul 2025

Contributed by Lukas

Today in the business of podcasting: what the death of The Late Show might say about linear TV in general, a look at Joe Budden's income streams, adve...

Apple Podcasts Data Upgrade, Public Broadcast Funding, & More

21 Jul 2025

Contributed by Lukas

Today in the business of podcasting: Apple Podcasts have new listener reports (and Dan Misener has a suggestion for a future one), The New York Times ...

Audioboom Acquires Adelicious, Podcasting's Growth Mindset, & More

18 Jul 2025

Contributed by Lukas

This week in the business of podcasting.Audioboom has acquired AdeliciousSelling the health & fitness podcast mindsetContent creators shut out of ...

Emmy Creator Shutout, SiriusXM Play Reveal, & More

16 Jul 2025

Contributed by Lukas

Today in the business of podcasting: SiriusXM launches an ad-supported tier, Audioboom acquires Adelicious, how Kids & Family podcasts are perfect...

Gemini Now Sees Instagram, IAB Tech Lab AI Scraping Initiative, & More

15 Jul 2025

Contributed by Lukas

Today in the business of podcasting: Google is now indexing Instagram, Ausha's Jennfer Han talks about a recent BBC Studios case study, Digiday looks ...

Audioboom's Q2, Video Podcasts Drive Hollywood Jobs, & More

14 Jul 2025

Contributed by Lukas

Today in the business of podcasting: Audioboom posts profit in Q2, CMOs seek stability and cutting out the middleman with content creator marketing, a...

YouTube Restricting Reuploads, Retaining Podcasting's Spark, & More

11 Jul 2025

Contributed by Lukas

This week in the business of podcasting: There's preservationists who want to save the soul of podcasting, there's growth advocates that welcome the ...

Preserving Podcasting's Spark, Stopping Slop Content, & More

10 Jul 2025

Contributed by Lukas

Today in the business of podcasting: how podcasting can preserve its spark whiel growing into video, how Alityu ended up on screen at WWDC, YouTube's ...

Managing Many Metrics, The Podcast Exchange Restructuring, & More

09 Jul 2025

Contributed by Lukas

Today in the business of podcasting: The Streaming Wars looks at how "watch hours" can be turned into a valuable metric, The Podcast Exchange announce...

The Podcast Preservation Paradox

09 Jul 2025

Contributed by Lukas

Preservationists fear video stealing podcasting’s soul, growth advocates celebrate YouTube driving more to the medium. Thing is, they’re both righ...

India's Podcasting Boom, Spotify Returns Pod.Link, & More

08 Jul 2025

Contributed by Lukas

Today in the business of podcasting: podcasting is booming in India, Moonbug has a study into how parents consume ad-supported media, Spotify is givin...

Amazon x Roku, Spotify Upgrades Car Listening, & More

07 Jul 2025

Contributed by Lukas

Today in the business of podcasting: Amazon's DSP is selling Roku inventory, a case study of a podcast that lowered downloads but upped audience engag...

Lessons from Cannes, Covering Demos w. Podcasting, & More

27 Jun 2025

Contributed by Lukas

This week in the business of podcasting: the power of Health & Wellness and Self-Improvement podcast consumers, how podcasting can cover demograph...

Purpose-Driven Podcasting, Spotify Eyes YouTubers, & More

26 Jun 2025

Contributed by Lukas

Today in the business of podcasting: unlocking the power of purpose-driven podcasting, how podcasting can cover demographic blind spots, non-podcast v...