Ad-skipping in podcasts is ‘surprisingly low’

Дата публикации: 23-02-2026 12:39:52

The overwhelming majority of listeners don't skip at all.
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bram naus

• Podcast ad skipping "isn’t as bad as I thought”, says Bumper’s Dan Misener, suggesting that - for Bumper’s clients - for most shows, 90% of their audience listen right through the ad breaks. He concludes “The longer your ad break, the greater your ad avoidance, and the lower your ad retention”.

• The CEO of Netflix, Ted Sarandos, was on BBC Radio 4’s Today programme this morning. The company has donated £1mn to the National Film and Television School. In a wide-ranging interview covering the future of television, he highlighted how much of a competitor YouTube is, criticised the BBC for “giving free programming” to them, and criticised YouTube for not investing in creativity. He also spoke about podcasts: in the absence of a listen-again facility on the BBC’s international website, we’ve clipped those comments here should you want a listen. “I think podcasts are just an extension of chat shows”, Sarandos said, adding “I think that there’s a million podcasts now around the world, literally”. (The most conservative number is literally three times higher).

• Ozen FM, an audio monetization network, has expanded to Brazil with the appointment of a Commercial Director for the country, Priscila Falcone.

• The ParaPods Network and Daylight have signed three new shows for their portfolio. The shows will gain cross-promotional opportunities, monetization and audience development.

• The Australian Podcast Ranker “fails to measure video podcasts”, says Prithi Dey, a Spotify executive, pointing out in reported comments to Mumbrella what she called “the chart’s failure to capture video streams”. The Australian Podcast Ranker uses logfile analysis to measure podcasts, and would happily include consumption on Spotify if the company supplied the data. ”It’s really important to have a third-party measurement platform that provides greater transparency and clarity in the ecosystem,” Dey said, but neglected to give any transparency as to the reason why Spotify isn’t supplying this data to the third-party measurement ecosystem in the first place. It hasn’t stopped Mumbrella writing up a big piece about it though.

• Events:

  • In Ireland, the HearSay Audio Arts Festival has been announced, May 7-10, after what the Festival Director calls "a break for renewal”. Calls are open for contributions.
  • In Japan, Podcast Expo 2026 has been launched with a first set of speakers; it calls itself Japan’s largest podcast event. It’s expecting more than 5,000 visitors.

• Further reading:

  • Barrett Media speaks with a number of people about Apple Podcast’s plans for video.
  • "With Apple’s move, for the first time every major distribution platform now treats video as core to podcasting.” - Steven Goldstein says, however, that some things remain the same.
  • John McDermott suggests that at least a third of all podcasts won’t be able to put video into Apple Podcasts, adding: “I do find myself continuing to struggle to make sense of this industry’s desire to pivot to video.”

The Tech Stuff - with RSS.com

• How will Apple Podcasts video work? We’ve taken a long look at the HLS streams that Apple Podcasts appear to be asking for. From all that we can currently see, it does appear that there’s nothing proprietary in how the HLS streams work, so they could well work in other apps and on other devices, if added to the alternateEnclosure tag.

• Podcast host RSS .com has announced support for the alternateEnclosure tag, speaking of which. It allows you to attach alternate media files to the same episode - the company lets you use externally hosted URLs for now. They’re of particular use for bandwidth-poor countries like some parts of Africa, where mobile data is very expensive. And they can also be used for video - Foc a Terra is one show with an HLS video as an alternate.

• Free podcast analytics service OP3 has published its bills for February. Podnews is a supporter to help pay for the service, which monitors lots of shows (here are over 1,300).

Podcast News - with Airwave Podcast data

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