The Podosphere's daily intelligence brief for podcast industry operators.
Issue #18 · Tuesday, July 7, 2026 · 3 min read
Spotify spent years convincing the industry that owning the hosting layer was the play. The data says podcasters aren't buying it — and the gap is growing.
Today: Spotify for Creators hits record low · AdsWizz locks in European ad-tech position · A new index ignores downloads entirely · Podcast Movement NYC opens its agenda to a public vote
1. Spotify for Creators dropped to 19.8% of new episodes — a record low
In June, Spotify for Creators published just 19.8% of all new podcast episodes — the lowest share recorded since Livewire started tracking this data in 2021. For context: RSS.com is at its best-ever figures over the same period.
Why it matters: Podcasters who once defaulted to Spotify for Creators (formerly Anchor) are actively choosing alternatives. The hosting layer is not locked in — and whoever captures those migrating shows is picking up long-term recurring revenue.
→ Podnews by James Cridland · via Livewire
2. AdsWizz extends SoundCloud and Sonos deal across Europe
AdsWizz has renewed its programmatic ad infrastructure agreements with SoundCloud and Sonos across European markets. The company has operated as SoundCloud's ad-tech partner in Europe since 2021 — and SiriusXM, which owns AdsWizz, holds a minority stake in SoundCloud.
Why it matters: Podcast ad-tech consolidation in Europe is moving quietly but fast. AdsWizz is locking in the infrastructure layer on both the publisher (SoundCloud) and device (Sonos) sides. For operators thinking about European programmatic inventory, the field is narrowing.
→ Podnews by James Cridland
3. A new index ranks podcasts by how much you'd learn — ignoring downloads
The B2B Podcast Index just launched with a provocative premise: it "ignores downloads entirely." Instead, it transcribes episodes and ranks shows on educational value — how much a listener would actually learn by tuning in.
Why it matters: Downloads are a proxy for reach, not value. A growing number of operators are building measurement frameworks outside the traditional download-based stack. If this index gains traction with B2B buyers, it could reshape how enterprise podcast shows justify budget — and how they're discovered.
→ Podnews by James Cridland
4. Podcast Movement NYC opens public voting — 750+ sessions for Sep 17-18
Podcast Movement NYC has opened public voting for its September conference agenda. More than 750 session submissions are in the pool. The public vote shapes half the agenda — the other half goes to a newly formed selection committee (which includes Podnews Editor James Cridland) working from a published evaluation rubric.
Why it matters: If you have a POV worth sharing, now is the time to put it in front of the industry. The event is September 17-18 in New York. Votes are open to anyone.
→ Podnews by James Cridland
Worth a Click
- Crossed Wires 2026 draws 50,000 to Sheffield — The world's biggest podcast festival doubled its attendance in its third year. Four days, 11 stages, 50K attendees.
- Vote for Podcast Movement NYC sessions — 750+ submissions, voting open to anyone. Agenda drops this fall for Sep 17-18.
→ 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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