This Week in Podcasting: October 11 2026
There was plenty happening in podcasting this week, from new deals behind some of the industry’s biggest shows to fresh questions about advertising and how listeners find their next favourite podcast. Here are the stories worth catching up on.
1. Podcast listeners are pushing back against advertising
Podcast advertising remains an important source of revenue, but new research highlighted by Podnews suggests that listeners may be reaching their limit.
According to the findings, 54.8% of podcast listeners surveyed said there were already too many ads in podcasts. Only 8.6% said they would tolerate more advertising to keep shows free. The research also suggested that social media was three times more effective at helping listeners discover podcasts than advertising on other shows.
For creators, the findings raise a practical question: how do you generate revenue without making the listening experience frustrating?
Advertising is still a viable business model, but the amount and placement of ads can affect how audiences experience a show. Creators may also need to consider how they attract new listeners. Short clips, social posts and other promotional content can help people discover a podcast before they commit to a full episode.
The figures offer a useful indication of listener sentiment, although they do not establish that every audience reacts to advertising in the same way. The takeaway is to pay attention to audience response rather than assuming that adding more ads will always produce better results.
2. Bad Friends brings Wave into its distribution and advertising business
Comedy podcast Bad Friends, hosted by Andrew Santino and Bobby Lee, announced a partnership with Wave on October 5. Under the deal, Wave will handle advertising sales and distribution across YouTube, podcast platforms and social media, according to TheWrap.
The show was reportedly generating more than 38 million monthly views across platforms at the time of the announcement.
The agreement reflects how established podcasts can operate across several channels, with commercial opportunities extending beyond traditional audio listening. YouTube views and social media distribution can contribute to a show's reach, while advertising partnerships can give creators access to additional commercial support.
For podcast businesses, the arrangement also highlights the value of having a partner manage sales and distribution as a show grows. That can help a production focus on making content while an external company handles parts of the business operation.
The challenge for creators is deciding when that support makes sense. A deal can provide useful infrastructure, but its value depends on the terms, the revenue opportunities it creates and how much control the creators retain.
3. Advertisers get more control over where podcast ads appear
On October 6, advertising technology company Barometer introduced podcast brand-suitability tools within Amazon Ads DVA+. The integration allows advertisers to assess individual podcast episodes against their brand guidelines before buying advertising.
According to the announcement, the system covers audio inventory from platforms and networks including Spotify, SiriusXM Media and iHeartMedia.
Episode-level screening gives advertisers a way to consider the context of specific content rather than relying only on a show's overall category. A podcast may cover several subjects, and individual episodes can vary considerably in tone and subject matter.
For creators, this could help address some advertisers' concerns about where their messages appear. It could also make the content of individual episodes more important when brands decide which shows to sponsor.
The commercial benefit is not guaranteed. Greater screening may help some shows qualify for advertising opportunities, while others could find that particular topics make certain episodes less suitable for specific brands.
4. Apple Podcasts highlights Australian creators
Apple Podcasts published its 2026 Australian edition of Creators We Love on October 7, spotlighting shows across entertainment, education and community.
The selection included All in the Mind, Mamamia Out Loud, Dyl & Friends, Steph and Laura and Pop Culture Parenting, according to Podnews.
Editorial recognition from a major listening platform can introduce shows to people who may not have found them through search or personal recommendations. It also gives creators another way to gain visibility beyond their existing audiences.
For independent podcasters, the announcement is a reminder that discovery depends partly on how platforms organise and present content. A strong show still needs to reach the right listeners, and editorial features can provide one route to that audience.
The Australian selection does not guarantee similar opportunities in every market. However, creators elsewhere can take a useful lesson from it: clear positioning and a distinct identity help audiences understand what a show offers, while consistent promotion gives platforms and listeners more opportunities to find it.
5. Online audio advertising is forecast to reach $16.6 billion
Global online audio advertising revenue is projected to grow by 9.9% in 2026, reaching $16.6 billion, according to WARC Media data reported by Podnews. A further 7.5% increase is forecast for 2027.
These figures cover online audio advertising broadly, rather than podcast advertising alone. They should therefore be read as an indication of the wider digital audio market, not a direct measure of how much money podcast advertising generates.
Even with that distinction, the forecast points to continued commercial interest in audio. Podcasters competing for advertising budgets need to understand how their audiences fit into that market and what makes their shows attractive to potential sponsors.
Audience demographics, listening behaviour and the relationship between a show and its community can all help creators explain their value to advertisers. The opportunity is to make a clear case for why a particular audience is worth reaching, rather than relying on broad industry growth figures.
6. Podcast Nation signs Gen Z creator Trinity Blair
Podcast Nation announced on October 6 that it had signed Trin Told Me, hosted by Gen Z creator Trinity Blair. The company will support the show with production, monetisation, distribution and strategy, with plans to develop its presence across audio and video.
The deal, reported by Podnews, illustrates how podcast companies can support emerging talent with more than distribution alone. Production resources and commercial guidance can help creators develop a show into a more sustainable business.
For newer creators, the appeal of this kind of partnership is access to expertise and infrastructure that may be difficult to build independently. The trade-off is that any agreement needs to reflect the creator's goals, ownership interests and expectations for future growth.
Signing with a podcast company is not the only route to building a successful show. But as the industry develops, partnerships that combine production, strategy and monetisation are becoming an important option for creators looking for support.
What this week means for podcast creators
The stories point to several practical considerations for people building podcast businesses. Advertising remains commercially important, but audience tolerance matters. Distribution deals can help established shows manage growth across platforms, while editorial recognition and creator partnerships offer other routes to discovery.
The figures on online audio advertising also suggest that the commercial market extends well beyond podcast downloads. Creators need to understand where their audiences spend time and how their shows can offer value to both listeners and advertisers.
For independent podcasters, the priority is to build a show that people want to return to, then develop a business model that supports that relationship. More advertising, a larger distribution partner or a platform feature may help, but each needs to serve the audience and the long-term goals of the show.
