Listeners Follow Creators Across Formats, Ad Revenue Stays Concentrated, & More

Today in the business of podcasting:

• Registration for The Podcast Atlas debut webinar on July 1 at 2pm Eastern is available here.
• New Sounds Profitable research from The Podcast Atlas finds 73% of podcast listeners would follow a creator from audio to video and 71% from long-form episodes to short-form clips, showing audience loyalty is tied to creators rather than formats.
• iHeartMedia expands its advertising partnership with Amazon Ads, becoming a reseller across Amazon Music, Prime Video, Twitch, Fire TV, and Alexa, giving its sellers access to Amazon's first-party shopping and streaming data.
• Owl & Co. founder Hernan Lopez shares findings from the second annual Global Podcast Economy Report, revealing that ten companies capture roughly 60% of U.S. podcast advertising revenue alongside a vibrant long tail of smaller players.
• DoubleVerify launches DV Neura, an AI engine that unifies media verification, content classification, and campaign optimization, and can recommend campaign changes across its DV Media AdVantage Platform.
• Oxford Road's ORBIT tool releases its June 2026 ranking of the top 15 Entertainment and Media podcasts, with The Popcast with Knox and Jamie taking the top spot and the data favoring show-level buying over genre-level approaches.

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