Understanding Podcasting's Holdouts, New Marketing Podcast Awards, & More

Today in the business of podcasting...

• Podcast Audience Growth & Non-Listener Research: Tom Webster's new Podcast Landscape data reveals that the 25% of U.S. adults who have never listened to a podcast are best reached via YouTube and Facebook, and respond better to topic-driven messaging than format or technology-focused promotion.
• Apple Podcasts HLS Video Distribution Update: Apple's iOS 26.4 update expands HTTP Live Streaming (HLS) video podcast support, adding hosting platforms Podspace, Riverside, Ausha, and Firstory to its growing list of approved Apple Podcasts distribution partners.
• Podcast Awards & Creator Recognition: As digital creators push for mainstream recognition alongside Hollywood talent, the podcast industry continues to build its own awards ecosystem — including The Ambies, the iHeartPodcast Awards, and the newly launched Indie Podcast and Creator Awards, debuted at Podcast Movement Evolutions during SXSW 2026.
• Content Strategy & Discoverability in Podcasting: Steve Raizes argues in his new Media, Built newsletter that great podcast content must be "built to travel" — integrating marketing and communication strategy from creation to distribution in order to drive audience growth and reach.
• Marketing Podcast Awards & Industry Recognition: The Marketing Podcast Network has launched the MPN Awards, an annual awards show celebrating top marketing podcasts available on Spotify and Apple Podcasts, with nominations open through April 30 and a livestream ceremony planned for June.

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