What Video Adds to Podcast Ads, Economics of Streaming Sponsorship, & More

Today in the business of podcasting:

• Tom Webster's The Podcast Atlas, Part Two: What The Screen Adds compares how video and audio podcast ads perform among each format's most engaged users. Video shortens the path to purchase, with 15% of video users buying immediately after seeing an ad versus 10% for audio.
• Bloomberg's Soundbite newsletter checks in on Apple Podcasts' video rollout four months after launch, finding encouraging but muddy early numbers as analytics can't yet separate audio plays from video plays.
• Owl & Co's Streamonomics newsletter previews Q2 earnings season through engagement data, with Netflix viewing hours falling while Instagram, TikTok, and YouTube keep growing.
• In a sponsored Digiday post, Tatari argues streaming in-show sponsorships beat standard placements on efficiency, with a 62% higher response rate despite CPMs running 2 to 3 times higher.

To find links to these, and every article covered in today's episode, click here. You can also subscribe to The Download's newsletter to receive the full issue straight to your email inbox every day.