EPISODE · Mar 4, 2026 · 12 MIN
The Real Shift In Spoken Word
from Sounds Profitable
One caveat to charting spoken word podcasting against radio: spoken word isn’t confined to audio. Edison Research's Share of Ear data shows podcasting tied with AM/FM radio at 40% of spoken-word listening — but Tom Webster argues podcasting already passed radio when you account for the millions watching video podcasts on YouTube that audio-only measurement can't see. The real story isn't podcasting catching radio; it's podcasting expanding the spoken-word market entirely, drawing new audiences through video discovery rather than converting talk radio listeners.Written and narrated by Tom WebsterText and audio edited by Gavin GaddisRegister for Evolutions by Podcast Movement @ SXSWFind the full article here on Sounds Profitable.
What this episode covers
One caveat to charting spoken word podcasting against radio: spoken word isn’t confined to audio. Edison Research's Share of Ear data shows podcasting tied with AM/FM radio at 40% of spoken-word listening — but Tom Webster argues podcasting already passed radio when you account for the millions watching video podcasts on YouTube that audio-only measurement can't see. The real story isn't podcasting catching radio; it's podcasting expanding the spoken-word market entirely, drawing new audiences through video discovery rather than converting talk radio listeners.Written and narrated by Tom WebsterText and audio edited by Gavin GaddisRegister for Evolutions by Podcast Movement @ SXSWFind the full article here on Sounds Profitable.
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The Real Shift In Spoken Word
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