Podcasthon for Good; YouTube's Ad-Free Plan; Wondery Goes FAST; Celebrating Female Podcasters; Podcasting’s Identity Crisis + Industry Growth Trends

The Media Roundtable is back with our very special Podcasthon episode supporting the Koala Corps. Plus, a blockbuster industry edition with a round-up of last week’s biggest audio industry moves.

Fearless host James Ingrassia, (EVP of Client Services, Oxford Road) welcomes fellow audio all-stars:

James Cridland, (Editor, Podnews and Podcast Business Journal)

Neal Lucey, (EVP of Strategy & Product, Oxford Road)

Spencer Semonson, (Media Supervisor, Oxford Road)

Courtney O’Connor, (Director of Podcast Media, Oxford Road)

The team is talking: Podcasting for Good, YouTube Lite, Wondery’s FAST moves, Tariffs vs Ad Budgets, and more. Let’s jump in.

“ If you cut your advertising, fewer people will buy your stuff.”

• James Cridland, (Editor, Podnews and Podcast Business Journal)

1500+ Podcasts for Good – This week’s MRT is part of the 3rd annual Podcasthon, where shows dedicate an episode to charitable causes. Our incredibly worthy cause? The Koala Corps, which trains and provides volunteer cuddlers to hold the babies in need at Children’s Hospital of Los Angeles. Over the years, Koala Corps has helped nurture hundreds of babies, making a lasting difference to so many lives. Oxford Road has been supporting The Koala Corps mission for several years now, and it’s truly one of the most impactful and important things we do. If you’d like to be a part of this beautiful endeavor for the babies, please consider donating here.

YouTube Premium Lite – YouTube’s testing a cheaper, ad-free subscription for just $8 for those who don’t want YT ads with their video podcasts but also don’t need YouTube’s music service. One interesting effect: baked-in live reads would still play, creating an unheard-of share of voice opportunity for some advertisers. Of course, as Lite also offers a 4x speed option, even those live reads will feel pretty short.

Wondery Moves FAST – Wondery’s taking the opposite approach of YouTube Premium Lite to offer a free ad-supported streaming TV channel (FAST) on Amazon’s Prime Video Live TV. Wondery has a history of successful experimentation, being the first to move from podcast to TV with Dirty John. Also notable: Wondery’s pushing genre boundaries with animated visuals, as in Declassified Mysteries. Add in opportunities for product placement and takeovers,and you have a lot of ad levers to pull. We’ll see which ones pay off.

Tariff-Proof Ad Budgets? – An IAB survey shows 94% of U.S. advertising decision-makers are concerned about the impact of tariffs on ad spending (per Podcast News Daily’s reporting). Ad budget cuts would vary though. Traditional media is expected to see the biggest cuts, while digital audio, including podcast ads, is better positioned, with only 16% of buyers predicting a reduction. In times of uncertainty, marketers rely on proven performance channels – and that’s absolutely audio.

For insights into the cutting edge of audio you won’t find anywhere else, tune into the full episode below.

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The Classifieds

She Won’t Leave You Hanging

Network: Spotify / Monthly Downloads:  TBD

To be considered a Comedy Icon, you need a history of unforgettable monumental projects. Amy Poehler has too many to count: SNL, a sitcom, movies, and now a podcast from Spotify. In this new buzz-worthy contribution to the audio world, Poehler sits down each week with equally amazing guests to catch up, get down, and simply hang out. The first episode of Good Hang with Amy Poehler has already gained massive traction through social posts and continues to prove, yet again, how easy it can be to laugh along with Amy and friends. Poehler has already built her brand identity as an empathetic, mental health-minded influencer, and those looking to advertise on this opportunity will find like-minded listeners. For now, this show is only available for large sponsorships. However, advertisers looking for larger swings are encouraged to keep this in mind for future testing. For a good hang, just click below.

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The Rest is Women’s History

Network: QCode Media / Monthly Downloads: 38k / Current Civility Score: 97, HIGH

March is Women’s History Month, and what better way to celebrate than with a high performer that covers nothing but that very thing. Hosts Beckett Graham and Susan Vollenweider helm this long-running favorite, The History Chicks: A Women’s History Podcast. Subjects in their discourse include notables from varietal realms of interest around the globe. Joséphine de Beauharnais, Wangarĩ Maathai, and Gertrude Ederle have been featured in recent episodes. Though the content is deeply researched and expertly delivered, the production never feels dry or straightforward. More often than not, Graham and Vollenweider contextually frame these oft-forgotten women in contemporary terms, providing bright, bubbly commentary for listener’s glee. This show obviously boasts a heavily skewed female audience, and its long-term DTC and B2B sponsors also indicate that reality. The History Chicks also boasts a lower ad load per episode.  Don’t rely on mystery when we have the history — buff up with the link below.

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In Case You Missed It

Podcasting Meets the Law of Large Numbers

The demographics of podcast listeners are evolving as the audience expands. While weekly podcast listeners have traditionally been more affluent, highly educated, and left-leaning, the political gap is narrowing. Other demographic changes in education and income are also emerging, according to Edison Podcast Metrics. CAOs, this is yet another sign that podcasting is truly a mainstream medium. As listenership grows, the average podcast listener more closely mirrors the total U.S. population. This is the Law of Large Numbers in action — when a medium scales, its audience naturally becomes more representative of the broader US population.

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Leveraging Audio in Uncertain Times

Brian Wieser of Madison and Wall has downgraded U.S. ad growth projections again, now estimating 3.6% growth in 2025, down from 4.5% in December 2024 and 5.3% in September 2024. He cites geopolitical uncertainty, trade policy volatility, and economic concerns under the new Trump Administration. Wieser expects slower long-term growth, predicting around 3.5% annually over the next few years. CAOs, in times of economic uncertainty, it’s worth remembering that audio remains a powerful, cost-effective medium. Podcasts drive performance while building brand metrics, streaming delivers performance efficiently, and radio provides mass, efficient reach.

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Parlez-vous Français

The ACPM X CSA study provides a comprehensive look at podcast consumption in France, highlighting its growing presence in the media landscape. Awareness is high, with 94% of French people familiar with podcasts, and two out of five listening to podcasts — mainly young, urban, and affluent audiences. Monetization is promising, as most listeners favor free content with ads, over paid subscriptions. With a steady influx of new listeners, podcasting in France continues to expand and evolve. For marketers interested in using podcasts to reach French consumers, this research is worth reading. Just one nugget — radio replays are still more popular than native content.

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#SaveTheLiveReads

Hanks A Lot Emily

Hot gossip, beauty trends, and more — She’s Speaking with Emily Hanks tops this week’s #STLR. Raving about her latest obsession with Cindy Crawford’s luxurious Meaningful Beauty skincare line, well-informed Emily substantiates her positive experience with Meaningful Beauty’s deluxe kit of skin cleansers, serums and creams. Emily’s personal testimonial elaborates on MB’s groundbreaking formula, derived from the south of France, as she delivers the alluring details for her devoted female tribe. Her soothing, elegant, informative tone pairs well with this brand. She also presents trustworthy statistics, further backing her endorsement of this popular skincare line. Who needs a fountain of youth when the secret to glowing, age-defying skin lies in the hands of Cindy Crawford, Dr Sebagh… and of course, Emily Hanks.

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OXFORd In The News

Our Adweek Article Picked Up by CNN and Sounds Profitable

Last week, Adweek published Dan Granger, CEO of Oxford Road’s article about ​the convergence of podcasting and social media influencers as video podcasting gains prominence — blurring the lines between audio content and social media platforms. Dan notes this shift challenges creators and marketers to adapt, balancing the depth of traditional audio podcasts with the rapid engagement of short-form video content. Since publication, both CNN and Sounds Profitable have also now shared the article. If you haven’t read the piece yet, and you’re running a podcast campaign — it’s well worth six minutes of your time.

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What is a Podcast? The World May Never Know

It’s been a busy week for Dan Granger, CEO of Oxford Road, also featured in Bloomberg’s Ashley Carman “Soundbite” newsletter, discussing how to better define “Podcast.” Dan’s take? All the ambiguity around a working definition creates uncertainty with brands and makes it harder for them to make appropriate budget allocations by channel, as video-influencer channels bleed over with podcasting without some method of distinction. Other industry leaders like: A.J. Feliciano, General Manager of The Roost Network, Craig Jordan, EVP of Podcasts at Studio71, Max Cutler, Founder of Pave Studios, and Jemma Rose Brown, General Manager of the Signal Awards, all weighed in on podcast definitions. Yet, there’s still ambiguity, which Ashley Carman points out is a bigger challenge than it may seem at first glance. This lack of a clear definition for podcasts impacts advertising budgets and revenue allocation, potentially impacting traditional podcasters who’ve built their careers in audio.

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Evolutions 2025 Update

Last week, we shared the event schedule and speaker list for Podcast Movement’s Evolutions 2025, happening later this month–and it gets even better! Along with appearances by Dan Granger, Conor Doyle, Courtney O’Connor, Jarrod Klawinsky, Maggie Beyer, Spencer Semonson, and Stew Redwine, we now have additional Oxford Road speakers with panels you won’t want to miss: Bart Roselli, Miranda Romano, and Hilary Shafer have been announced as panelists invited to discuss ‘the current state and future of media.’ CAOs, you won’t want to miss this year’s event. It’s not too late—tickets are still available for purchase HERE.

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