The Podosphere's daily intelligence brief for podcast industry operators.
Issue #3 · Monday, June 16, 2026 · 3 min read
Edison Research just measured the obvious: Americans now spend 812 million hours a week with podcasts — 5% year-over-year growth, nearly 4x what it was a decade ago. When Gabriel Soto calls it "a mainstream cultural staple and a staple in the marketing playbook," that's not hype. That's the market telling you what it is.
Today: 812M podcast hours/week hits the scoreboard · Netflix deepens its iHeart video play · The 'play' metric edges out the download · Audio Always adds 191K listeners with a radio tool
1. 812 Million Hours Per Week — Podcasting Is Now Infrastructure
Edison Research (commissioned by SSRS) released the headline number: Americans consume 812 million hours of podcasts every week. That's a 5% year-over-year climb and nearly four times the 2016 figure. Edison's Gabriel Soto: "a mainstream cultural staple, a staple in the marketing playbook." The decade-long growth question is answered.
Why it matters: Every vendor in the podcast stack now has a cleaner enterprise pitch. "Our customers reach people in a 812M-hour-per-week medium" lands differently than "podcasting is growing." Use this number.
→ Podnews · Edison Research / SSRS, June 16, 2026
2. Netflix and iHeart Expand Their Video Podcast Partnership
Netflix is adding three new shows to its iHeart video podcast slate: The Martha Stewart Podcast, Sibling Rivalry with Kate Hudson and Oliver Hudson, and a new series from Lele Pons. The Netflix/iHeart video podcast channel is growing into a real distribution layer.
Why it matters: If you build hosting, production, or video podcast tools — Netflix is a comp that enterprise buyers now recognize. The video podcast format war has a mainstream platform behind it.
→ Podnews, June 16, 2026
3. The 'Play' Metric Is Overtaking the Download
Cody McLaughlin wrote in Podcast Tech Stack: "The metric that determines value is gradually shifting closer to actual consumption." Twenty years of podcast reporting built around distribution (downloads) is migrating toward time-actually-listened. In the same vein: Audio Always added 191,000 listeners by applying a traditional radio continuity tool — the retention-first mindset in action.
Why it matters: Analytics tools that still lead with raw downloads are becoming a harder sell. The category is repricing around consumption. Directory note: Audio Always is listed in The Podosphere.
→ Podcast Tech Stack / Podnews, June 16, 2026
4. Marc Maron Doesn't Think Video Podcasts Are Podcasts
On Kara Swisher's show, Marc Maron went on record criticizing video podcasts. The take isn't new — but the venue is. A tech-and-power show with Swisher's audience means the format debate is now a mainstream conversation, not just an indie podcaster grievance.
Why it matters: Positioning matters more than ever for hosting and production tools. "Audio-first" and "video-native" are becoming actual product categories. Clarity in your category listing on The Podosphere will matter as more buyers search by format.
→ Podnews, June 16, 2026
Worth a Click
- Locked On Podcast Network turns 10 — 275 sports shows, and 50% of sports podcast listeners discover new brands through podcast ads (Sounds Profitable data). Founder David Locke on the Podnews Weekly Review.
- Mark Asquith named Hero of Indie Podcasting — Captivate honors Asquith, Arielle Nissenblatt, and Emma Turner.
- Forbes launches A Different Take with Linda Boff — AI in advertising, featuring the Coca-Cola S1 story.
- Asia Podcast Awards open for entries — Radiodays Asia, Jakarta, September.
- Creepy acquired by Be Afraid Media — Jon Grilz becomes Head of Podcasts.
→ Browse all 753 companies at thepodosphere.com
We read so you don't have to. Primary sources today: Podnews by James Cridland · Sounds Profitable by Bryan Barletta.
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