Americans are spending longer with podcasts

Sponsored by SpotsNow. SpotsNow is the AI operating system for podcast advertising. Join the webinar this Thursday to learn how podcast networks can use AI to maximize their sales output using Claude, agents and ChatGPT. Book Thursday's free webinar now [https://podnews.net/class-click/3540/2026-06-16] * Exclusive: New data released by Edison Research at SSRS today shows that Americans are spending almost four times longer with podcasts than they were ten years ago. This year, Americans are now spending 812 million hours each week consuming podcasts. That's a 5% increase in the total time spent with podcasting in just twelve months, and shows that podcasting has grown almost four times bigger for Americans over the last decade. It's the second year that we've worked with Edison Research to discover the real size of podcasting - and how it continues to grow. * Gabriel Soto, Senior Director of Research at Edison Research at SSRS, told us: “Total podcast consumption time, a measure that accounts for both consumer growth and the increase in time we commit to podcasts, showcases to advertisers just how massive the medium has become. Ten years ago, I remember having to teach college friends how to listen to stand-up comedy podcasts on their journeys to class. Today, I study how that medium evolved into a mainstream cultural staple, a staple in the marketing playbook that advertisers cannot ignore.” * The company recently released The Podcast Consumer 2026, which is now available as a free download [https://www.edisonresearch.com/the-podcast-consumer-2026/?utm_source=podnews.net&utm_medium=rss&utm_campaign=podnews.net%3A2026-06-16]. * Netflix has signed another three shows from iHeartMedia [https://content.iheartmedia.com/press/netflix-and-iheartmedia-expand-exclusive-video-podcast-partnership-new-star-driven?utm_source=podnews.net&utm_medium=rss&utm_campaign=podnews.net%3A2026-06-16]. Shows include The Martha Stewart Podcast [https://podnews.net/podcast/ia11c] and Sibling Rivalry with Kate Hudson and Oliver Hudson [https://podnews.net/podcast/ikw9], as well as a new show from Lele Pons. * The Locked On Podcast Network celebrates its tenth anniversary today [https://podnews.net/press-release/locked-on-10]. In an interview with the Podnews Weekly Review [https://podnews.net/podcast/i5hv2] podcast, founder David Locke highlighted the network's 275 different shows. "We have a model and a structure, which I think allows to foster individualism inside of that model and allows those hosts to be great." He adds that the success of the network is founded on relationships. "The premise of Locked On is literally a relationship between the listener and the host about their team." You can read highlights from the interview [https://podcastbusinessjournal.com/interviews/david-locke-26/?utm_source=podnews.net&utm_medium=rss&utm_campaign=podnews.net%3A2026-06-16] in our sister publication the Podcast Business Journal. * New data from Sounds Profitable's Advertising Landscape 2025 [https://soundsprofitable.com/research/the-advertising-landscape-2025-reach/?utm_source=podnews.net&utm_medium=rss&utm_campaign=podnews.net%3A2026-06-16] shows why sports podcasts are so successful for advertisers - 50% of sports podcast listeners discover new brands through podcast ads (that's +7 points higher than all podcast listeners). * While we're talking sport, Million Podcasts released a look inside the basketball podcast ecosystem [https://www.millionpodcasts.com/research/the-nba-podcast-ecosystem-2026?utm_source=podnews.net&utm_medium=rss&utm_campaign=podnews.net%3A2026-06-16]. 94% of the hosts of the 2,200 active NBA podcasts out there are men. (The audience is 30% female). > > > Read more of today’s podcast industry news stories on the Podnews website [https://podnews.net/update/total-hours-podcasts-26]: and get our free daily newsletter. Classifieds - your job or ad here [https://podnews.net/classifieds/] * Why Finance Podcasts Outlast the Rest [https://podnews.net/class-click/3465/2026-06-16] — Clarity of audience, consistent quality, long-term commitment, and guest strategy. This guide covers what separates finance shows that keep growing from ones that disappear. Free. * 🎙️ Grow Your Podcast on Player FM [https://podnews.net/class-click/3519/2026-06-16] — Put your show in front of engaged listeners on Player FM. Simple setup, flexible pricing, and real results for podcasters ready to grow. Get your campaign running today! * The Podcast Discovery Playbook [https://podnews.net/class-click/3531/2026-06-16] — Tom Webster and JAR's Roger Nairn present never-before-seen data on how listeners find podcasts, drawn from the largest study of US podcast consumption. Plus a pre-launch playbook and live Q&A. Gold supporters: Buzzsprout [https://www.buzzsprout.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Mowpod [https://mowpod.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], The $100 MBA [https://100mba.net/escape/?utm_source=partners&utm_medium=leadgen&utm_content=Podnews&utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Podbean [https://www.podbean.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], The Podglomerate [https://podglomerate.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Cloud10 [https://cloud10.fm/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], The Content Creator's Accountant [https://www.contentcreatorsaccountant.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Simplecast [https://simplecast.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], RedCircle [https://redcircle.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], PAVE Studios [https://www.pavestudios.com?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Cohost [https://www.cohostpodcasting.com?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Magid [https://magid.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], audioBoom [https://audioboom.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Sounds Profitable [https://soundsprofitable.com?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Audiohook [https://www.audiohook.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Libsyn [https://libsyn.com?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Podscribe [https://podscribe.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Jar Podcast Solutions [https://www.jaraudio.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Awesound [https://awesound.com/podcasting?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Podpage websites [https://www.podpage.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Acast [https://www.acast.com/en?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], We Edit Podcasts [https://www.weeditpodcasts.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter] Silver supporters: Audacia Audio [https://audaciaaudio.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Gamut Podcast Network [https://www.gamutpodcasts.com?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Bumper [https://wearebumper.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Goalhanger [https://www.goalhanger.com?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Sounds Debatable [https://soundsdebatable.com?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], True Native Media 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[https://rephonic.com?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Headliner [https://www.headliner.app/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Rhapsody Voices [https://www.rhapsodyvoices.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Jam Street Media [https://www.jamstreetmedia.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Lemonada Media [https://www.lemonadamedia.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], CreatorX [https://thecreatorx.io/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Sonic Influencer Marketing [https://sonicim.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Double Elvis Productions [https://www.doubleelvis.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Diversion Podcasts [https://geni.us/DiversionPodsonPodNews?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Transistor 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Gisteren6 min

Spotify redefines a “play”

Sponsored by SpotsNow. SpotsNow is the AI operating system for podcast advertising. Join the webinar to learn how podcast networks can use AI to maximize their sales output using Claude, agents and ChatGPT. Book the free webinar now [https://podnews.net/class-click/3535/2026-06-12] * Spotify has adopted the Alliance for Podcast Measurement definition of a "play" [https://newsroom.spotify.com/2026-06-11/spotify-for-creators-tools-plays-analytics-updates/?utm_source=podnews.net&utm_medium=rss&utm_campaign=podnews.net%3A2026-06-12] in their metrics, announced yesterday as part of a wider set of new data and charts within the Creators dashboard. Spotify first introduced a "play" in May 2025, but didn't explain [https://podnews.net/update/podx-lemonada-spotify#story2] how they were calculated; as of today, a "play" is now defined as 30 seconds of content played once per user per session (audio or video). Spotify claim their data "helped inform" AMP's definition [https://podnews.net/press-release/amp-task-force-download]; the technical details of that have yet to be published. * The IAB, which is not involved in AMP, has no definition of a play in its Podcast Measurement Guidelines [https://iabtechlab.com/standards/podcast-measurement-guidelines/?utm_source=podnews.net&utm_medium=rss&utm_campaign=podnews.net%3A2026-06-12], under which many podcast hosting companies certify their data. Its technical document defines a valid download as something where "enough of the podcast content to play for 1 minute should have been downloaded", one per user per 24 hours; that's twice as long as AMP's 30 second figure. (A play is not a download; a download may never be played.) * Apple Podcasts, which is not involved in AMP, defines a play in Apple Podcasts Connect as "the number of plays on unique devices where the play duration is greater than 0 seconds" - and isn't limited to one per user. In practice, a "play" appears to measure every touch [https://podnews.net/update/gen-z-lean-towards-video#story4] of the play button (even, one suspects, after pauses for turn-by-turn instructions while driving). As one example, in May, the Podnews Weekly Review podcast saw 2,093 [https://podnews.net/uploads/pwr-may-downloads-apl.avif] downloads to Apple Podcasts, but 3,200 [https://podnews.net/uploads/pwr-may-plays-apl.avif] "plays". * However YouTube, which is not involved in AMP, highlights "views" across its website, but does not publicly define what a view is. It's generally believed, however, that a "view" means a minimum of 30 seconds played (for videos longer than that). In our view, if both YouTube and Spotify both now agree on a "30 seconds" metric - then, because that's where the majority of podcasts are consumed, that's a de-facto standard anyway. But, for the benefit of the industry, will everyone else agree? * When US radio switched from a 5 minute to 3 minute threshold last year, that added another 23% to the numbers [https://www.radioworld.com/news-and-business/programming-and-sales/nielsen-3-minute-change-boosted-spring-results?utm_source=podnews.net&utm_medium=rss&utm_campaign=podnews.net%3A2026-06-12]. We're doing some data work to discover what it might mean for podcasting, too. * Stampede Social has unveiled a set of new tools for podcasters who use Instagram. [https://podnews.net/press-release/stampede-social-slide-into-dms] You can set the tool to instantly send your latest episode - complete with episode artwork - to anyone who DMs a keyword to you: making it much easier to convert an Insta reader to a podcast listener. The tool can also be used for advertiser feedback, and works with your existing RSS feed. * Back in May last year, Spotify came under fire [https://podnews.net/update/essential-listens#story3] for listing spam podcasts that operated as links to websites for illegal drugs. After a CNN story, Spotify said they'd removed them; but that kicked off an investigation from US Senator Maggie Hassan, which was released [https://www.jec.senate.gov/public/index.cfm/democrats/2026/6/new-hassan-investigation-drives-spotify-to-take-action-against-57-000-podcast-episodes-that-contain-drug-related-content?utm_source=podnews.net&utm_medium=rss&utm_campaign=podnews.net%3A2026-06-12] yesterday. The full investigation suggests that Spotify removed 3,500 accounts in 2025 [https://www.jec.senate.gov/public/_cache/files/9039bcd9-946f-4281-9f02-b082cece6907/hassan-spotify-report-final.pdf?utm_source=podnews.net&utm_medium=rss&utm_campaign=podnews.net%3A2026-06-12] (and over 57,000 different episodes), but didn't report a single account to law enforcement. Spotify doesn't track any use of links in episode descriptions, either, we learn - and some shows had been on the platform for four years. * iHeartRadio, Amazon Music and Acast's Podchaser also had this kind of spam in their directory, says the committee's report. Jellypod, an AI-generated podcast tool, is highlighted as one of the tools used to publish this content. We've covered efforts to remove spam shows like this in the past (like this [https://podnews.net/article/podcast-spam-naughtiness], back in 2022, and the Podcast Index's work [https://public.podcastindex.org/24hourFeedReport.html?utm_source=podnews.net&utm_medium=rss&utm_campaign=podnews.net%3A2026-06-12] more recently). In our opinion, this isn't a Spotify problem - it's an industry-wide issue, that we should be working together to combat. It shouldn't be hard to automatically share potentially problematic feeds across the industry: and to highlight podcast hosting companies who fail to adequately moderate their users' content. > > > Read more of today’s podcast industry news stories on the Podnews website [https://podnews.net/update/spotify-amp-play]: and get our free daily newsletter. Classifieds - your job or ad here [https://podnews.net/classifieds/] * The Finance Podcast Pre-Flight List [https://podnews.net/class-click/3459/2026-06-12] — Most finance podcasts stall before launch, not from lack of ideas but from lack of process. This checklist covers all seven phases from strategy to ongoing operations. Free. * Own the Charts w/ AudienceLift.com ✅ [https://podnews.net/class-click/3069/2026-06-12] — More Listeners. More Charts. More Growth. 🚀 Grow your podcast with targeted campaigns that deliver results. Visit AudienceLift.com today! * The Podcast Discovery Playbook [https://podnews.net/class-click/3531/2026-06-12] — Tom Webster and JAR's Roger Nairn present never-before-seen data on how listeners find podcasts, drawn from the largest study of US podcast consumption. Plus a pre-launch playbook and live Q&A. Gold supporters: Buzzsprout [https://www.buzzsprout.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Mowpod [https://mowpod.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], The $100 MBA [https://100mba.net/escape/?utm_source=partners&utm_medium=leadgen&utm_content=Podnews&utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Podbean [https://www.podbean.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], The Podglomerate [https://podglomerate.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Cloud10 [https://cloud10.fm/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Simplecast [https://simplecast.com/?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], Sounds Profitable [https://soundsprofitable.com?utm_source=podnews.net&utm_medium=rss&utm_campaign=supporter], The Content Creator's Accountant 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12 jun 20265 min

Americans are spending longer with podcasts

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