“Some true crime podcast episodes have hit a 34% ad load. One minute of ads for every two minutes of show.” A new website has appeared, criticising the increasing amount of advertising in podcasts. The numbers are compelling – and the site suggests that some genres have already reached breaking point in the number of ads they carry. While the website is advertising for an ad-skipping podcast app, it poses a number of valid questions about whether the level of advertising in some podcasts – particularly when heard in the US – is too great. (Time will tell whether anyone takes notice).

Semafor reports that podcast producer Kaleidoscope is staffing up, and has hired three new senior staff. The company has also reportedly bought Christy Mirabal’s podcast marketing agency The Listening Party: Mirabal (who is also Chair of The Podcast Academy) will become Kaleidoscope’s Head of Marketing. The company launched in Mar 2022, and raised a further $5mn last year.

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