In This Week’s Influencer: Hernan Lopez On the BIGGEST Number in Podcasting; SAG-AFTRA Takes On AI; Magellan’s Q1 Benchmark Report; and more…

CAOs, there’s a number out there in the world that if you knew it, it’d change your business forever. Our guest on this week’s episode of the Media Roundtable found that number— How’d he do it? Join Dan Granger (CEO, Oxford Road) as he hosts Hernan Lopez (Founder, Wondery & Owl & Co) in a special double episode about the BIGGEST number in podcasting and why it matters..

They’re talking: Counting What Counts, Why Definitions Matter, Audio Wins, and more. Let’s dive in.

“ I estimated the global podcast economy to be worth $7.3 billion.”

•  Hernan Lopez (Founder, Wondery & Owl & Co)

Count What Counts – Hernan’s $7.3B estimate of the industry shakes up previous assumptions on podcasting. It doubled the US estimate, and added several billion in global podcast business. Tracking down the numbers isn’t easy, and it’s not perfect. That’s okay. CAOs, in measurement, having a better idea of the truth puts you miles ahead in your decision-making power.

Definitions Matter – Owl & Co.’s groundbreaking study emerged from Hernan and Dan’s discussion as part of our “What’s A Podcast?” limited series. They knew the IAB didn’t count video podcasts in their $2B US estimate, and video podcasts are clearly podcasts too. When we define our industry clearly and consistently, we can show receipts for the growth we’re driving (and get commensurate investments).

Audio-Only Successes – The pie has grown for everyone by counting video podcasts as podcasts. But equally important—video isn’t necessary to succeed in podcasting (e.g., Pivot, audio-only, should earn ~$25M/episode). There are pros and cons to every format approach, and the actual metric we should care about is what connects with an audience. CAOs, when you’re picking shows, consider being format-flexible, but insist on audience-host connection, like Hernan has been able to cultivate across shows at Wondery.

For a deeper dive into one of the most consequential studies podcasting’s ever seen, plus Hernan’s fascinating journey to get there, check out the full episode below.

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The Classifieds

From Airwaves to Podcast Soulmates

Network: Gemini XIII / Monthly Downloads: 10k

There’s rarely a creator who can excel in radio, YouTube, Twitch, and podcast, but Carla Marie and Anthony have done just that. The newly engaged twosome met while working for Elvis Duran and The Morning Show in 2009 and have since built an impressive digital media company. Their daily news show covers 15 minutes of headlines, trends, popular culture, and in-depth feature stories. This is a great middle-ground option that’s brand safe and relies on light, even-handed coverage. In keeping with their radio show background, the duo often hosts nostalgic segments around music that offers levity to the Core Four topics highlighted per episode. For advertisers with a strong female demographic, or any non-specific DTCs, this is a recommended test given its present list of high performers. If you’re an early riser, come on down to the link below for more info.

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Playing the Blame Game

Network: Realm / Monthly Downloads: 80k / Current Civility Score: 82, HIGH

May is Mental Health Awareness Month, and podcasts have become a great resource for general education and information on this topic for a large number of listeners. Podcasts also provide a form of intimacy and kinship that many of us lack in our day-to-day lives. Meghan Rienks and Melisa D. Monts blend high and low-brow content in their weekly podcast, Don’t Blame Me! / But Am I Wrong?. Using their unique humor and specific brand of edutainment, these longtime friends have built a loyal audience of engaged, thoughtful listeners. They’re also creatives who couch much of their advice in academic frameworks, bringing an aura of authenticity that money just can’t buy. This show has become a huge performer for multiple DTC and B2C advertisers looking to reach highly educated young professionals. Put the blame on Mame, boys, and put the pointer on the link below… and click.

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In Case You Missed It

SAG-AFTRA Tackles AI in Audio

SAG-AFTRA’s tentative 2025 Audio Commercials Contract MOA introduces a major structural overhaul and the union’s strongest AI protections to date. Covering 2025–2028, the deal simplifies compensation by consolidating digital usage into two categories: Traditional Digital and a new premium Digital Plus tier. It also codifies the flexible, flat-rate Audio Flex model. AI safeguards include consent requirements for training, usage fees for digital replicas, and benefit contributions from companies using synthetic voices. Speed just got a price tag. That’s a good thing. The new SAG-AFTRA contract doesn’t block AI, it builds guardrails. If you use a voice replica to generate new lines? That’s a 1.5x session fee plus usage. AI isn’t a discount button anymore, it’s a feature with ethical structure. Bottom line: this keeps real human voices in the loop and lets marketers scale responsibly.

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Magellan AI’s Q1 Benchmark Report

Podcasting’s momentum remained strong in the first quarter, with ad spending rising 21% year-over-year, according to Magellan AI’s Q1 2025 Podcast Advertising Benchmark Report. By March 2025, podcasts in the top 500 captured 51% of ad spending — a significant increase from the 44% share recorded in January and February. This trend favors established podcasts, making it tougher for smaller shows to compete. Over 1,000 new brands entered podcasting! Benchmark reports always offer valuable insights. The heavy spend in the top 500 podcasts aligns with audience concentration, but it also highlights untapped opportunities in the long tail. We’re here to help you uncover them.

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Americans Get Selective with Streaming Audio

As of Q1 2025, just over half of Americans ages 13+ pay for at least one audio subscription service. 35% are paying for only one, 10% for two, and 6% for more than two. Since Q4 2022, the number of people paying for more than two audio services has dropped significantly—from 13% to 6%—with more now opting for a single service. Edison Research suggests these trends could signal broader impacts of economic uncertainty on audio consumption habits. This doesn’t mean that subscription audio is on the wane. It seems instead that consumers are being more selective. Fun fact: Guess which streaming audio or video service has one of the lowest subscription churn rates? Yep, Spotify (note: audio services on average are stickier compared to video).

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#SaveTheLiveReads

Zocdoc to the Rescue for Emergency Intercom 

For the hypochondriac that sometimes lurks within us all, this week’s #STLR featuring Drew Phillips of the hit podcast Emergency Intercom has nothing but praise for Zocdoc! Drew’s charm and humorous testimonial about his devotion to doctor visits have earned him the title: Zocdoc Fanatic! His substantiation is effective because it combines his relatable personal experience with clear, informative messaging. By emphasizing this healthcare appointment booking app’s ease of use, broad range of specialties, and quick provider avails, Drew lays out the platform’s core benefits with succinct demonstration. His message is engaging and persuasive, encouraging listeners to take action, but without the hard-sell vibe. One can’t help but chuckle at Drew’s unique ability to gain a sympathetic ear for his favorite healthcare booking platform—in a mere 70 seconds. Incorporating Zocdoc’s signature sonic ID at the end of his read earns Drew extra brownie points from our Oxford Road Creative Team, who had a hand in its creation.

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