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Today, we're sharing some interesting insights from different podcast research groups about podcasting. Some say video is podcasting, while others say it's still audio.

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Podcast monetization techniques undergo a major change with the strategic alliance between subscription expert Supercast and massive distributor Acast. The cooperation creates a comprehensive ecosystem that allows podcasters to simultaneously leverage advertising revenue and direct listener support through advanced membership models, integrating Supercast's robust subscription infrastructure with Acast's extensive network.This cooperation tackles a basic issue in the podcast business: generating diversified, sustainable income sources that scale with listener increase. Combining Acast's advertising knowledge with Supercast's proven track record of raising subscription income for big shows like Pod Save America and This American Life gives podcasters access to a "unbeatable" monetization model that promises to change how creators create financially viable content businesses across many audience sizes and niches.

Showcasing 169 candidates in 21 categories representing the height of UK audio and radio performance, the Radio Academy has unveiled the full slate of nominees for the 2025 Audio & Radio Industry Awards (ARIAS). Set on Wednesday, May 14th, at the ODEON Luxe in Leicester Square, this year's ceremony features the notable new "Audio Brand of the Year" category, with Goalhanger Podcasts, Tortoise Media, Apple Music Radio, BBC Sounds, Rayo, and Yoto competing for the inaugural honour.

TalkSPORT's Natalie Sawyer and Jim White hosted the nominees announcement at News UK headquarters, which highlighted industry leaders including Greatest Hits Radio (UK Radio Station of the Year), Help I Sexted My Boss (Best Comedy), The Louis Theroux Podcast (Best Speech Entertainment), and BBC Radio 1 with Greg James (Best Music Breakfast Show). Established by The Radio Academy charity to assist audio and radio professionals, the ARIAS continues to acknowledge achievement across conventional broadcasting and new podcast forms with tickets available from April 9th via the Radio Academy website.

Even with record increase in content creation, podcast discovery remains a major industry problem. Producers, being experts in their field, have special insights that might change the way listeners identify quality content.As a producer, suggest podcasts you routinely listen to together along with the professional relevance of each.Your professional suggestions will help close the discovery gap between industry data showing affects on listener retention and engagement measures. Participation adds to a valuable industry resource meant to more successfully link quality content with receptive audiences than only algorithm-driven solutions.

Podcasting is a powerful way to grow business, and Marketplace Podwires is here to assist you in the easy hiring of top-rated independent podcast producers. Be it branded podcasts that share your products with the entire world or internal series aimed at engaging and energizing your teams, our expert producers can craft stories that meet any brief and bring more personality to your brand's voice. Begin with Marketplace Podwires, and find a dream producer for your project today!

Ninety percent of Gen Z podcast users watch video podcasts to some extent, signaling a fundamental shift in content consumption habits across different age groups. Despite their preference for visual elements, 41% of Gen Z mainly listens to podcasts in audio, emphasizing the importance of a versatile approach to podcast strategies that incorporates both audio and video formats.

A significant study conducted by Coleman Insights and Amplifi Media shows that video has become a crucial part of the podcasting industry. At the Podcast Movement Evolutions conference, Jay Nachlis shared that YouTube's podcast consumption in the US market grew from 60% to 70% within 18 months. The comprehensive results will be discussed in detail during an upcoming webinar scheduled for April 17th at 2PM Eastern Time.

The Key Points:

The dual nature of podcast consumption fundamentally changes how creators need to approach content development. Recognizing the value of both video and audio formats, with their distinct strengths based on context and audience behavior, provides podcasters with essential insights to make informed production choices. It's not just a matter of adding cameras; it involves strategically crafting content tailored for specific situations: visual engagement at home and audio experiences for on-the-go listening.

For podcasters and producers, this evolution presents both challenges and opportunities. The research indicates that video complements audio rather than replacing it, as each format caters to distinct consumption environments. Producers should lean into format-specific strengths by creating content optimized for both visual engagement at home and audio experiences for commuting, exercising, or working.

This requires developing production workflows that efficiently create compelling content for both consumption modes, potentially requiring new skills and equipment investments. The industry benefits from expanded distribution options across YouTube and other video platforms while maintaining strong audio presence in contexts where visual attention isn't possible. Strategic podcasters leverage research to grasp their audience's consumption patterns and devise format strategies that enhance outreach in both audio and video realms, without neglecting either.

Grow your business through podcasting. Marketplace Podwires connects you with skilled producers who can craft compelling stories that align with your brand. Start your podcast journey today! 👈

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