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This is the Download from Sounds Procredible, your daily source for the central news in
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the business of podcasting, I'm Gavin Gattas.
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Here's what you need to know for today, Thursday, April 2.
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First up, podcast launch on Beehive, newsletter and blogging platform Beehive has rolled out
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audio podcast hosting and monetization services.
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In a new interview with Sounds Procredible partner Brian Barletta, Beehive CEO Tyler
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Denk says podcasts are natural fit as podcasts and newsletters have a lot in common.
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He positions adding podcasts as a core pillar of Beehive, allowing Beehive publishers
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with podcasts hosted elsewhere to bring all of their publications into one service.
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Beehive's hosting has been designed to be IAB compliant with Denk saying the company
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is about to begin the formal certification process.
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Next up, the center cannot hold.
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Sounds Procredible's latest research to the last quarter finds 25% of Americans who
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have never consumed a podcast aren't politically neutral.
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As article writer Tom Webster notes, a linear gradient running from one end of the political
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spectrum to the other.
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Those on either end of the spectrum have existing media architecture to drive them to podcasts
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from MPR driving liberal listeners to podcasts in the 2010s to conservative audiences finding
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podcasts through clips of creators like Ben Shapiro or Joe Rogan going viral on social
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The problem is algorithmically driven platforms aren't designed to promote moderate content,
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centrist and moderate conservative podcast holdouts find themselves in a dead zone.
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As podcasting has no editorial layer that can curate less extreme takes that don't swing
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hard in either political direction.
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And for a final top story, Spotify's Add Exchange grew its programmatic base but buyers
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According to Spotify internal data, the Spotify Add Exchange has seen its monthly active
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advertiser count grow 222% year over year since the exchange launched in April of 2025.
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Media agency Rain for Growth reports its Spotify spend increased 190% from May 2025 to March
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2026 with programmatic guaranteed spending increasing 12% in private marketplace spending
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The Spotify Add Exchange has made accessing Spotify inventory more streamlined for advertisers
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but media buyers tell digit A buying audio remains a mix of direct and programmatic.
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PMG head of programmatic Mario Brian notes buyers still favor going for direct deals when
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it comes to buying host red podcast ads, a sentiment echoed by a spokesperson for factor.
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As for the rest of the news, NBC Sports has chosen Triton Digital as the provider of key
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components in its digital audio and podcasting infrastructure, including hosting, monetization,
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audience measurement and audience insights.
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The Canada Media Funds digital creators pilot program is expanding scope to now accept
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applications from mid-career Canadian podcast creators looking to grow or expand their business
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into original video podcast production.
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TubeVilter covers the news that Alex Cooper is launching a YouTube reality competition show.
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The series dubbed Unwell Winter Games debuts April 6.
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ACAST has announced a multi-year partnership with popular Australian podcast It's a lot
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with Abby Chatfield and the Virginia Queer Film Festival has launched Queer Ear and inaugural
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audio storytelling program debuting in the 2026 edition of the festival.
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The Virginia Queer Film Festival is currently taking submissions of audio only storytelling
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pieces under 25 minutes in length from podcast series, anthologies and standalone projects
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before the deadline of August 1st.
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That'll do it for today's episode reminder, you can get links to every single thing I
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just talked about by clicking the one link in your show notes.
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That will take you to today's episode post on soundsprofitable.com, where you can also
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subscribe to get the newsletters from Soundsprofitable and the Download.
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Today's episode was written by myself and produced by myself, Molly D'Millier, Brian
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Barletta and Tom Webster.
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For Soundsprofitable, I'm Gavin Gattis and I'll see you tomorrow morning for the Download