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Today in the business of podcasting:
- BetterHelp has tapped creator-led agency Media Bodies to lead its international podcast advertising strategy across 10 markets, using localized approaches rather than one global playbook.
- The IAB Tech Lab has opened its first Programmatic Standard Practices for public comment through October 16, setting shared business rules for how buyers and sellers use existing programmatic standards.
- A new Media, Built issue draws on Hub Entertainment Research's study of 1,600 U.S. broadband users to show how being a viewer's "default" streamer drives retention, with default users two to six times more likely to keep a subscription.
- Myles Younger of U of Digital argues AI is closer to labor, a utility or an appliance than to publishing, which makes paid models a better fit than advertising.
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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