“Stop Apologizing”: Lex Friedman on Why Podcasting Will Always Evolve and Why That’s a Good Thing

This week on the Media Roundtable, we’re revisiting the time Dan Granger sat down with Lex Friedman (not to be confused with podcaster Lex Fridman), one of podcasting’s original builders, and a leader who’s shaped the business of podcasting since Day 1, for our limited series, “What’s a Podcast? – The Extended Interviews.”

Before launching his own consulting business, Lex played a role in nearly every major chapter of the industry: Chief Business Development at Midroll, Chief Revenue Officer at ART19, Head of Podcast Partnerships at Amazon, and Head of Podcast Strategy at Wondery. Along the way, he’s helped define how ads get sold, how shows get funded, and how podcasting itself gets defined.

Let’s dig in…

“Stop apologizing for podcasting being what it is—because it’s clearly working.” – Lex Friedman (Lex Friedman Consulting)

“Win-Win-Win”: Want to know why podcast ads have worked from Day 1? Advertisers got results, creators could fund their shows, and listeners enjoyed free content without tuning out. Podcasting works because all parties benefit, and this remains one of its biggest strengths to this day

Talk Radio, On Demand: Lex’s earliest pitch for podcasting was simple: it’s talk radio you can control. That framing helped advertisers “get it” before Serial, before Spotify, before the boom.

It’s Electric! But It’s Still a Guitar: Just as “guitar” became “acoustic guitar” after the electric was invented, podcasts may evolve with video, but the word “podcast” isn’t going anywhere. Podcasting’s evolution will open doors, not close them, leading to more opportunities for listeners and advertisers.

To delve deeper into the conversation, which covers topics such as Ad Load Tipping Points, Completionist Behavior, Consolidation, Mega-Deals, and more, click the link below.

The Classifieds

I Always Feel Like, Somebody’s Watching Me

Network: Libsyn / Monthly Downloads: 15k

Q4 heralds the start of network show swapping, and this week, we are showcasing two top-performing podcasts with brand-new homes for 2026. Our first is a true crime opportunity that covers a very specific type of crime. Often noted as the predecessor of offenses such as assault and murder, stalking’s severity has long been downplayed in our society. Luckily, as true crime has gained popularity, amateur detectives have begun spotting warning signs, which is where this title comes into play. Jaimie Beebe and Jake Deptula spend each episode speaking with real stalking survivors who have come out the other side and are willing to tell their stories. Whether they’re detailing domestic abuse or online webs of deceit, every story contains heartbreaking moments meant to educate and inform. This has been a top true crime performer for many Oxford performance-based advertisers, especially those based in the tech space. If we’ve piqued your curiosity, find more details at the link below.

Get The Deal

Many Motives, Means, and Opportunities

Network: Realm / Monthly Downloads: 55k

The words “murder” and “cozy” don’t usually find themselves in the same sentence, but that’s the only way we can deftly describe this true crime podcast, now at Realm. Our moms, Melissa and Mandy, are part of the broader true crime movement, focusing their content on the victim’s point of view, advocating for domestic abuse awareness, and supporting solving cold cases. Their episodes range from well-known mysteries of the past to current, headline-defining stories. Initially, the show focused only on murder, but has since expanded to any crime-related story with a harrowing story that highlights injustices that might not be fully discussed. The show is also a big proponent of compiling deep research and getting the facts right at every turn, resulting in a listenership of engaged, open-minded individuals. Any female-skewing advertiser looking to work with a top-performing opportunity should apportion test dollars accordingly. No mollycoddling around here. Simply click below to open the files of success.

Get The Deal

In Case You Missed It

Creative Quality Beats Targeting

A new Creative Dividend analysis from Effie and System1 finds that creativity, not targeting or performance tactics, is the single biggest multiplier of advertising profit. Campaigns that use emotional storytelling and build long-term brand effects outperform those focused on short-term metrics like clicks or conversions. Among media channels, radio and podcasts prove to be “super touchpoints,” performing well in short-term sales and long-term conversions. Check out the WWO Audio Group’s summary of the report’s findings. Our take? You can have the best media plan in the world, but it won’t matter if the creative falls flat. The lesson here is that the key to effective advertising is emotionally driven creative that is placed where it best reaches your audience.

ChatGPT: Spotify’s New DJ?

By way of Sounds Profitable, we learned that Spotify has launched a new integration that allows users to connect their Spotify account directly with ChatGPT to receive personalized music and podcast recommendations. Users can ask ChatGPT to recommend songs, playlists, artists, albums, or podcast episodes. ChatGPT then searches Spotify content and opens tracks or episodes in the Spotify app, allowing listeners to engage with content faster. The feature is available globally, in English, across 145 countries for both Free and Premium users. There isn’t a direct marketing implication for the Spotify-ChatGPT integration. However, with 34% of U.S. adults using ChatGPT (according to Pew Research), Spotify is playing the long game. Embedding the brand into ChatGPT for music and podcast discovery will drive incremental audiences for the platform, potentially even increasing time spent in the app.

Swift’s Record-Breaking Release Is a Win for Audio

Taylor Swift’s new album, The Life of a Showgirl, broke Spotify’s single-day streaming record, reached #1 on Apple Music, sold 2.7 million copies in one day, and topped the film box office with her Official Release Party of a Showgirl watch party. The global response was instantaneous, with her music playing everywhere from London restaurants to BBC Radio. The piece highlights how radio capitalized on the moment, with the likes of iHeart, Audacy, and SiriusXM all building special programming and fan events for the release. Marketers can and should take advantage of the Taylor Swift halo. Her album’s release sparks massive spikes in listening across streaming platforms like Spotify, Pandora, and more. For an insight we also found insightful: also check out Ashley Carman’s take on LinkedIn.

“Earn Your Happy” Pulls Back the Curtains on Blinds.com’s Industry Flip

Taking top honors in this week’s #STLR hall of fame is Lori Harder on Earn Your Happy, and her sensational read for Blinds.com! Known for giving listeners “the advice you didn’t even know you needed,” Lori goes full home glow-up mode with a hilarious yet all-too-real tale of window treatment disasters of the past. She paints the picture perfectly, discussing missed appointments, overpriced quotes, and the endless DIY struggle—before revealing how Blinds.com came in and flipped the entire industry on its dusty valence. With their white-glove service, zero pressure to purchase, and actually helpful help (who knew?), Lori’s personal story brings credibility and warmth that makes you want to click add to cart immediately. It’s relatable, refreshingly honest, and makes window upgrades sound like the self-care move of the season. To uncover what a great read sounds like, click the link below and give this read a listen.

Listen Here

OXFORd In The News

Oxford Road + Friends Top the Influential Pod List

CoHost just dropped its “Top 75 Thought Leaders in Podcasting” roster, and the lineup feels like an Oxford Road Christmas party guest list. Roadies Dan Granger, Bart Roselli, Hilary Ross Shafer, and Rosemary Scalabrino all secured spots, alongside agency pals Bryan Barletta, James Cridland, and Ashley Carman, as well as a strong showing from some of our favorite network partners. With so many Oxford Road voices (and friends of the family) filling CoHost’s list, it’s clear our corner of the industry is making plenty of noise

If you’ve read this far, thank you!

The Influencer is a production from the team at Oxford Road.
If you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.

Interested in seeing how we could help your business?
Contact us at influencer@oxfordroad.com!

Thank you to the team that puts The Influencer together each week:

Ezra Fox – Media Roundtable & Ad Infinitum recap
Spencer Semonson – Classifieds
Neal Lucey – In Case You Missed It
Hannah Lloyd – Save The Live Reads

Editors:
Kyle Jelinek
Kristen Larson
Haley Wiese

Protecting Human Connection: Audio’s ROI, AI Slop, & Netflix Moves

How will the industry shift with 200k AI episodes? Or with Netflix’s $400M podcast push? How do audio and video podcasts actually stack up for attention? Find out on a new Media Roundtable: Industry Edition, sponsored by our friends at ALLCITY Network.

Dan Granger (CEO & Founder, Oxford Road) breaks down the biggest stories and their potential impacts on the industry with fellow audiophiles:

• James Cridland (Editor, Podnews & Podcast Business Journal)
• Spencer Semonson (Media Supervisor, Oxford Road)
• Todd Elbrink (Director of Strategy & Performance, Oxford Road)
• Tucker Peleuses (VP of Strategy & Insights, Oxford Road)

The team is talking: Cheap TV, Video vs. Audio Attention, and Wading Past AI Slop. Let’s dig in.

“How do we make sure that we don’t get run over, for those of us that really care about the human connection piece?”

– Dan Granger (CEO & Founder, Oxford Road)

Netflix’s $8M Question – Netflix is offering 50+ podcasts to leave YouTube for $8M. If Netflix thinks podcasts are just cheaper TV, this move makes sense. But most podcasters don’t think about themselves that way. They build audience connection in a wildly powerful and efficient way. Leaving open platforms for closed ones diminishes that power. Todd’s hot take: Podcasters looking for a fast payday should take the exit and leave the others to grow their audiences.

Attention Increases ROI – A new study found that video podcasts cost 77% more to produce than audio, but audio beats video for completion rates (66% vs 61%). Audio’s an incredibly efficient way to grab and hold attention. That said, adding a video component actually increases plays for the audio version. The TLDR for CAOs: audio and video both help your campaigns. Measurement’s going to be harder, but it’s worth it. And in the meantime, keep asking for better measurement tools to anyone who’ll listen.

Protecting Human Connection – Ashley Carman’s Podcast Business Summit encapsulated the fight for the soul of podcasting. Inception Point boasts +200k AI episodes (all without QC). Netflix hopes to entice shows to take the sure money, and creators want to stay in control and help build brands (their own and their partners). While there’s money to be made in all directions, trying to protect the heart of podcasting, the authentic human connection, is only possible from some paths. CAOs: Uncertainty creates opportunity–for your shows that work, start conversations that can deepen your partnerships. If you value the connection between your creators and their audiences, continue to invest in them, and they’ll continue to invest in you.

Want more insights from the forces shaping the industry? Tune in to the full episode by clicking the link below.