Magellan AI Quarterly Podcast Ad Benchmarks, YouTube To Increase Partner Program Requirements, & More

Today in the business of podcasting:

With the Premier League banning front-of-shirt gambling sponsorships from the 2026/27 season, Sport Social's Ryan Barker argues official team and fan podcasts are the natural landing spot for betting brands, pointing to a Sky Bet partnership across 20 football podcasts that reached more than one million listeners.
Bumper co-founder Dan Misener explains why Apple Podcasts play counts are inflated: Apple counts every tap of the play button, not every listener, making the metric impossible to compare with Spotify plays or YouTube views.
iHeartMedia reported Q2 2026 podcast revenue up 20.7% year over year to $162 million, now 16.5% of total company revenue, alongside a new video podcast deal bringing shows to Disney+ and Hulu.
Magellan AI's Q2 2026 Podcast Advertising Quarterly Benchmark Report finds podcast ad revenue up 23% year over year, with average ad load rising to 8.75% of runtime, or roughly five and a half minutes of ads per hour.
YouTube is doubling its Partner Program requirements effective February 1, 2027, raising qualified watch hours from 4,000 to 8,000 and Shorts views from 10 million to 20 million, raising the cost of entry for podcasters leaning on video.

To find links to these, and every article covered in today's episode, click here. You can also subscribe to The Download's newsletter to receive the full issue straight to your email inbox every day.

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