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Podcasts Hold 9% of Canada's Ad Audio, Mission-Driven Shows Punch Above Their Weight, & More
Episode 938
Published 2 days, 7 hours ago
Description
Today in the business of podcasting:
- Signal Hill Insights' new Audio on the Move study finds podcasts account for 9% of ad-supported audio listening time in Canada, while YouTube and YouTube Music together hold 25% and rank as the top podcast discovery platform. AM/FM radio still leads all ad-supported audio at 39%.
- Richard Fawal argues mission-driven podcasts underestimate their reach, using Sounds Profitable Podcast Atlas data to make the case that audience loyalty follows the host, not the platform. He lays out a federation model that treats audio, video, clips, social, and newsletters as one asset instead of five separate channels.
- NBCUniversal will bundle Peacock Premium with YouTube Premium starting in early 2027, a move The Streaming Wars reads as media companies handing the customer relationship to YouTube for cheaper distribution. The same discovery-driven dynamic is reshaping podcasting, where YouTube already leads as the platform for finding new shows.
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