So What is a Podcast? We Polled Over 4,000 People, Launched a Docuseries, and May Have Started a Revolution.

What’s a Podcast?: The Revolution Redefined

Twenty years ago, “What’s a podcast?” was an innocent question—asked with curiosity, maybe confusion. Today, it’s a loaded one, with real consequences for creators, platforms, advertisers, and the future of the medium itself.

“ Why does the definition of a podcast even matter? If we don’t define it clearly, we leave it to others to decide.”

Dan Granger (CEO, Oxford Road & Veritone One)

That’s why we’re taking the question head-on with two major releases this week:

In collaboration with Edison Research we surveyed over 4,000 Americans, and interviewed 30+ creators, executives, and thought leaders to propose a clear, inclusive, and actionable definition of podcasting. This is more than semantics—it’s about protecting the open, intimate, creator-first medium we all believe in.

Download the White Paper Here

In this new three-part documentary series, hosted by Allyson Marino (Founder, Lipstick & Vinyl), we trace the evolution of podcasting from pirate radio roots to today’s billion-dollar ecosystem.

️Episode 1: The Genesis – The Accidental Revolution (2004-2013)

From MP3 uploads by the great Robin Williams to Adam Carolla’s marketing test runs, we explore the DIY spirit that launched a media movement.

Featuring Ira Glass, Adam Carolla, Leo Laporte, and more.

Episode 2: The Explosion – Mainstream and the Pod-Demic (2014-2022)

Serial broke podcasting wide open—and brands, platforms, and creators flooded in. Then came the COVID boom, and eventually, a sobering correction.

Featuring Bryan Barletta, Pete Birsinger, the Meiselas brothers, and more.

Episode 3: The Crossroads – Identity Crisis and the Future (2023-Present)

With the rise of video podcasts and closed platforms, the power has shifted. Can we protect the creator-led, listener-first DNA of podcasting while embracing growth?

Featuring Guy Raz, James Cridland, Dan Franks, AJ Feliciano, and more.

Watch Here

Listen Here: Spotify

Listen Here: Apple

Help Shape the Future

We’re not here to gatekeep—we’re here to rally. Podcasting has always thrived when creators, platforms, and advertisers build together.

So we’re inviting YouTube, Spotify, Apple, and others to help create a shared definition, an open attribution framework, and a future where the medium remains open, inclusive, and built to last.

Sign the Petition Here

Podcasting has never been just another media channel. It’s personal. It’s powerful. And it’s ours to protect.

“This is what made podcasts special. And this is what we must preserve—lest we find ourselves defined out of existence.”

Dan Granger (CEO, Oxford Road & Veritone One)

Here’s What We Learned: The Influencer Opens the 2024 Archives

2023’s Home Strech; The Smartless Network Grows; The Audio Insurgent Rains on Podcast’s Parade; Nielsen Weighs in on All Things Audio

Broadcast week #27, and just like that, we enter the second half of the year!

Sadly, there is no podcast this week, but the Media Roundtable team returns next week for a special anniversary edition, so stay tuned.

This week, The Influencer kicks off H2 with a classic edition to keep you in the know on the news stories you may have missed, podcasts you should consider, and examples of podcast hosts who get it!

Check it all out below.

The Classifieds

Groundbreaking Sitcom Gets the Podcast Treatment

Fresh from their Max Documentary and national tour, the hosts of Smartless are premiering yet another show in their fast-growing network. Available via Wondery, Just Jack & Will brings back Will and Grace leads Sean Hayes and Eric McCormack for a much-needed rewatch of their 11-season sitcom. In their first couple of episodes, the duo easily reminisce about the ups and downs of television production in the late nineties, the eventual character arcs of the four leads, and reveal never before heard details. So far, they have interviewed iconic showrunner James Burrows and creator Max Mutchnick, but it’s likely we will also see appearances from Debra Messing and Megan Mullally. Get your own Stoli on the rocks with a twist, don your Cher wig, and shimmy to the link below for more details.

Broadway Star Gets the Queen Treatment

Beloved by Broadway, thanks to their starring role in Chicago, Jinkx Monsoon is a powerhouse presence in the entertainment world. Probably best known for their wins on RuPaul’s Drag Race and All Stars, Jinkx has always been seen as a kooky character who honors vintage pop culture. Extremely personable in and outside their community, Jinkx spends each episode of their podcast interviewing friends and celebs alike. Available for sponsorship from Slate through Forever Dog, this opportunity is best suited for advertisers looking to reach pop culture and TV show-obsessed Millennials and tastemakers alike. This is also a great choice to book seasonally around Drag Race competitions. Keep saying, “water off a duck’s back,” and you’ll easily find the link below.

In Case You Missed It

Podcast Forecast: Sunny with a Chance

Podcasting has seen explosive growth. In fact, since 2020, spending on Podcast ads has more than doubled to approximately $2.0 billion, according to eMarketer data. Eric Nuzum, the Audio Insurgent, notes a concerning trend: despite the increase in new shows, the average audience per show has decreased. He suggests publishers remedy this by producing better content with more effective marketing support to build their audiences. Kind of a no-brainer, right? There is strong demand for Podcasts by consumers and advertisers. To capitalize on this demand and to continue the growth trajectory for Podcasts, publishers need to invest in compelling content that is marketed to reach new audiences.

So Long Stitcher

This week, the Lilo & Stitch celebration, 626 Day, happened (apparently, that’s a thing), but over at the popular podcasting app and web service, Stitcher, nobody is celebrating. By way of Ashley Carmen from Bloomberg, SiriusXM will shut down Stitcher on August 29th to make way for its updated SXM app, set to launch in the fall. The decision was made to consolidate their podcast offerings and focus on integrating podcasts into their flagship subscription service. With the launch of the updated SXM app, folding in content from Stitcher makes sense. The SXM app has a broader distribution which should drive growth for Podcasts currently on Stitcher. One change: the Stitcher app had an ad-free tier, while the SXM app won’t for Podcasts.

Nielsen Reports on All Things Audio

When it comes to audience measurement, Nielsen is the gold standard, and reading their most recent report on Audio is mandatory for all Influencer readers. In addition to other surprising findings, the report shows that AM/FM radio delivers mass reach and is the dominant audio channel for time spent listening. The report also shows changes in Podcast listening with heavy usage increasing, especially while commuting and traveling. When it comes to driving short-term performance, Podcast and Streaming Audio have increasingly become the lead audio channels. However, Radio is still the lead audio channel for delivering broad reach. Just ask P&G.

Jade+X.D’s Payday Hack

This week the Jade+X.D. podcast challenges your conventional idea of payday with their endorsement for EarnIn, the app that lets you access up to one hundred dollars of your paycheck a day within minutes of earning it. Xavier D’Leau(the X.D. in Jade+X.D.) dishes from personal experience, having used the EarnIn app back in his days working a 9-5 job. It’s a good sign when you hear the host light up about a product he no longer uses, especially when he can express how it made getting by in an expensive city like New York easier. Xavier makes his message feel relatable and effortless while not sugarcoating the facts. That’s what the Jade+X.D. podcast does so well–strike that perfect balance between being no-nonsense with the facts while keeping the ad fun for listeners.

Listen Here

How Audio is Dealing with A.I. Tech; The Writer’s Strike Affects You; AAPI-Focused Podcasts You Should Consider; Pod Host Makes a Millionaire Match

Spring is out, and Summer is coming at you faster than time Jimmy went head-first down the nearly vertical slide at Raging Waters.

This week’s edition is a podcastless version of The Influencer, but that doesn’t mean we won’t share the media info you need to know. Keep reading to learn more about:

Our penultimate group of AAPI podcasts you should consider sponsoring.
The media news stories you may have missed, like how AI is changing the endorsement landscape and how the writer’s strike will affect your marketing efforts.
An example of what may be the most transparent personalized endorsement ever recorded from a host who is not afraid to talk about the tough subjects.

That’s all we’ve got this time around. For this weekend, may your BBQ be hot, your iced tea be cold, and may we all remember those who made the ultimate sacrifice to serve our country. Happy Memorial Day!

The Classifieds

Candid Comedians Create Chuckles

Our May classifieds will continue highlighting AAPI hosts, and our selections this week feature female-hosted comedy offerings.. Hosts Annie Lederman, Esther Povitsky, and Khalyla Kuhn are all well-known comedians with a penchant for foul language, radical empathy, and open dialogue that would make most people blush. While most podcast hosts try to be your best friend, this trio emanates cool girl energy, untouchable yet entertaining. Brought to you by All Things Comedy, the now two-year-old podcast has been a go-to for any client looking for female-focused options with a simulcast insertion. Though the content is decidedly NSFW, the slate of guests more than makes up any brand safety concerns, including heavyweights such as Nikki Glaser, Jamar Neighbors, and Tefi.

Women’s Internet Protector Becomes Podcast Maven

Growing a thick skin can be challenging to do in today’s world, but Tik Toker Drew Afualo has somehow done it and is helping others grow their own. Recently partnering with Spotify and available on Past Your Bedtime’s YT Channel, Drew’s show has gained immense popularity with TikTok-focused Gen Z listeners. Drew’s your friend, big sister, and protector, and in her interview-based podcast, she speaks to other internet celebs about her unique brand of female empowerment. If you’re looking for a sassy comedic society-and-culture offering, The Comment Section should be at the top of your list.

In Case You Missed It

Why You Need to Care About the Writer’s Strike

You wouldn’t think the Writer’s Guild strike would impact podcast, but it does. With fiction and story-based podcasts all under the guild’s purview, audio’s darling has not eluded the first WGA strike in 15 years. However, nonscripted podcasts and non-produced streaming content will undoubtedly fill in gaps for those interested in must-see TV and new, timely content choices. Unscripted everything will have higher than average engagement, and marketers getting in now will reap the benefits.

Audio A.I. Part One

A.I. technology is changing everything, and this week, we have two examples of how one of audio’s biggest players is addressing both the pros and cons of this emerging technology. First, the sweetheart of streaming, Spotify, is actively removing songs created by the AI.. music generator Boomy as a part of their ongoing effort to root out artificial streaming. But while they’re limiting the use of A.I. on that front, Spotify is embracing it elsewhere…

She’s a Woman (Audio A.I. Part Two)

On the other side of the A.I. coin, that personal endorsement on your favorite podcast might not be as authentic as you thought. Business Insider reports that Spotify is developing AI technology to mimic their hosts’ voices in their advertisements. Bill Simmons, the founder of The Ringer, which Spotify now owns, is quoted in the article discussing the application of the technology for advertising. This could mean a future where synthetic voices are used for host-read advertising. Another application cited is the ability to use the technology to translate Podcasts into other languages, thereby expanding reach to new audiences.

Advancements in A.I. technology are unfolding, with principles and rules mostly unwritten. In the new world of A.I., it will be paramount for publishers and advertisers alike to be transparent on how the technology is applied.

We Have Some Work to Do

Despite our best efforts, digital audio advertising is still a work in progress. The World Advertising Research Council (WARC) conducted research on the growth potential for digital audio advertising, particularly in the podcast industry, and summarized that lower adoption of digital audio is likely due to lower awareness among marketers. For example, almost 25% of respondents in the study remain unaware of live-read ads.

Regular readers of The Influencer: this means you are more knowledgeable about the audio ecosystem than the average person, which could be a competitive advantage against other marketers still catching up to the power of digital audio advertising. Take all the land grabs you can now before everyone else discovers our secrets.

The Hiring Tool Behind the Velvet Rope

Nothing inspires an audience quite like a good redemption story, and when you get one from a host as honest as David Yontef, it’s as good as gold. In a recent read for the hiring platform Indeed, David shares a story about when he had to fire several employees because he lacked the proper resources to vet potential hires. David shares how pre-vetting candidates with Indeed has helped transform his hiring process and invited his loyal audience to do the same. David’s ability to be so open should be no surprise since he hails from Reality TV, and his podcast Behind the Velvet Rope features spills back the curtain on Reality TV’s most recognized names. If you’d like the influencers supporting your brand to be as enthusiastic as David, click below to learn how we approach matching the right brands to the right hosts.

Listen Here

So What is a Podcast? We Polled Over 4,000 People, Launched a Docuseries, and May Have Started a Revolution.

What’s a Podcast?: The Revolution Redefined

Here’s What We Learned: The Influencer Opens the 2024 Archives

2023’s Home Strech; The Smartless Network Grows; The Audio Insurgent Rains on Podcast’s Parade; Nielsen Weighs in on All Things Audio

The Classifieds

Groundbreaking Sitcom Gets the Podcast Treatment

Broadway Star Gets the Queen Treatment

In Case You Missed It

Podcast Forecast: Sunny with a Chance

So Long Stitcher

Nielsen Reports on All Things Audio

This Week in Great Podcasts

Jade+X.D’s Payday Hack

How Audio is Dealing with A.I. Tech; The Writer’s Strike Affects You; AAPI-Focused Podcasts You Should Consider; Pod Host Makes a Millionaire Match

The Classifieds

Candid Comedians Create Chuckles

Women’s Internet Protector Becomes Podcast Maven

In Case You Missed It

Why You Need to Care About the Writer’s Strike

Audio A.I. Part One

She’s a Woman (Audio A.I. Part Two)

We Have Some Work to Do

This Week in Great Podcasts

The Hiring Tool Behind the Velvet Rope