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Mayra and I were invited by the great Elsie Escobar to In and Around Podcasting, one of the biggest podcasts about podcasting in the industry and an inspiration for Qué Está Pasando en el Podcasting. If you want to hear us talk about Podcast Movement, Apple Podcasts and podcasts on Netflix, check it out here.
LATEST NEWS
📉3 out of 4 podcasts that debuted in 2025 no longer publish
That's what a Podchaser analysis of 333,723 podcasts that published their first episode in 2025 found. Only 22% published in the last 90 days (July to October). They also found that:
26% never made it to the second episode and half of those who stopped did so at episode 3
Only 3% stopped at episode 7
58% were still publishing after six months
The podcasts that survive publish every two weeks, make episodes of 20 minutes or more and bring on guests (English only)
Why it matters: If your podcast has already passed 10 episodes, you're in a small group. And if you're about to launch, the data tells us that what works in your favor is a pace you can sustain for months.
⚠️ There are too many ads in podcasts
The Podcast Study 2026 revealed that the number of ads in podcasts is getting close to the limit. The study surveyed 1,205 consumers aged 18 to 54 in the United States and found that:
55% say podcasts already have too many ads and only 9% say they would put up with more to keep the podcast free
1 in 5 consume fewer podcasts because of advertising.
Host-read ads are still preferred over programmatic ones
Only 17% say ads inside other podcasts lead them to discover new ones
Why it matters: Before adding another ad to monetize, look at what else you can get out of the relationship you already have, like ads read by you or even a membership.
🇲🇽 Mexico went from 5 to 49 million podcast listeners in nine years
According to data from PwC shared by the Federal Telecommunications Institute (IFT), the monthly podcast audience in Mexico grew almost tenfold since 2016. From 5 million in 2016, to 22 million in 2020, to 49 million in 2025. Also:
Growth continues but each year adds fewer new listeners: 6 million in 2023, 5 in 2024 and 4 in 2025
Spotify reported 27 million listeners in Mexico, about 60% of that market
🇨🇱 Audio consumption report in Chile
Just like we shared numbers from Argentina two weeks ago, Ibope published the Audio Pulse 2026 in Chile. It measures the consumption of audio in general and found that:
93% of Chileans consumed some audio format in the last month
Among radio listeners, 34% also listen to podcasts and of that group 74% do so at least once a week
Comedy is the most listened to genre with 28% and technology the least with 18%
And speaking of Chile, check out this profile of two Scottish women who have won over Chile with their podcast “Not From Here”.
📼 Liquid Studios showcases its new service with Podnews
Liquid Studios (formerly Inception Point AI) teamed up with Podnews in a pilot program to present its new video creation service using artificial intelligence. Podnews editor James Cridland writes, mixes and records his daily bulletin-style audio podcast as always, and then Liquid Studios generates a video, in horizontal and vertical and even social media clips. The video uses real photos with slow movement, subtitles and headlines on screen. None of the images are created by artificial intelligence and a human always checks the result. Watch the first edition here.
We'll talk about this on Qué Está Pasando en el Podcasting this Friday.
AROUND THE INDUSTRY
Spotify announced the signing of a new multi-year licensing deal with Joe Rogan. The deal is reportedly similar to the previous one and is worth around $250 million, giving Spotify licensing and advertising sales rights. Elsie Escobar has her take.
Rockstar confirmed that podcasts will be part of Grand Theft Auto VI. Besides the radio stations, gamers will be able to listen to podcasts both in cars and while walking around the city on a smartphone
Apple presented the HomeView this week, a 7-inch smart display with built-in Siri AI. The display will integrate Apple Podcasts as well as other Apple apps and will support Handoff, so you can go from listening on the iPhone to the HomeView and vice versa. It will cost $299 and won't be available in Europe
The 10th Latin Podcast Awards were held this week. Congratulations to our compipodcasters Charlotte Bayala, winner of Best Podcast North America with The Cancer Caregiver, and Heïdi Soupalt, winner of Best Podcast Puerto Rico with Puerto Rico: La Isla del Encanto
CLASSIFIEDS
TIPS, TRICKS AND STRATEGIES
✂️ Clickbait vs context in your podcast clips
Writing an opinion piece in Podcasting Today, Phil Treagus-Evans of Giraffe Social talks about how clips are cutting out context in search of hooks and how that affects the guest more than you and makes them not share your clips. Phil proposes changing the way clips are made:
Before editing, write down in one sentence what the guest thinks. It almost always comes out when there's a follow-up question
Don't cut the conditions: it's important to include the “unless” or “in our case.” That shows they know what they're talking about
If keeping the full idea results in a 50-second clip instead of 15, make the 50-second one: if it's too long, you can always turn it into a written post
Ask your guest if what you plan to publish represents them well
Why it matters: the clip with the hook gets views, but the guest won't share it if it presents them out of context. Respect what was said and that guest will share the clips and come back.
💰How much you should charge to produce podcasts
The AIR 2025 Rate Guide offers recommendations for independent producers, editors, engineers and consultants. The goal is to help freelancers negotiate fair pay and to help organizations put together realistic budgets.
📼 New free transcription tool
RSS.com launched a free transcript generator that works directly in the browser. You don't need an account, it has no length limit or watermark and the audio never leaves your computer since it's processed locally.
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