Podnews Weekly Review Turning Podcast IP into Multi-Platform Revenue
Jul 18, 2025
James Burt is the co-founder of Pivot Productions Group, which helps talent maximize value, while Liam Heffernan hails from Mercury Podcast Network, recently partnering with the Student Radio Association. Will Malnati, the founder of At Will Media, explores transforming podcast IP into new realms like television. They discuss staggering growth in podcast consumption, the importance of evolving metrics focused on engagement, and spotlight strategic collaborations aimed at enhancing opportunities for budding creators in the audio space.
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US Podcast Listening Hits 773M Hours
- Weekly podcast listening in the US has reached 773 million hours, showing the intensity of podcast consumption.
- Time spent metric is more meaningful than percent reach for measuring podcast growth and ad revenue.
Podcasting's Share vs Radio
- Podcasting accounts for about 10% of audio consumption compared to radio.
- Radio hours are declining, suggesting podcasting will continue growing rapidly.
YouTube Fights AI Content Monetization
- YouTube will demonetize inauthentic AI-generated content to prevent mass-produced low-quality content.
- This approach contrasts with Spotify, which faces critique for profiting from AI-generated music.