Tom Webster, partner at Sounds Profitable, will lead a webinar examining how podcasting has evolved into a federation of interconnected formats rather than a single channel, with audiences moving between audio, video, clips, social platforms and newsletters centered around creators.
The Podcast Atlas represents the first comprehensive study to map the creator ecosystem and analyze the distinct role each format plays in audience engagement. Webster will present findings from an independent examination of how U.S. audiences use ad-supported creator and media platforms, focusing on the practical implications for media planning and creator evaluation.
During the webinar, Webster will explain why podcasting now functions as a federation of formats rather than a single channel, identify the five territories surrounding creators and their distinct roles, and demonstrate how audiences actually move between different platforms and formats. Participants will learn what these patterns mean for how brands plan, brief and buy media in the creator space.
Attendees will leave the session with a shared vocabulary and conceptual map that moves beyond flattening the podcast industry into one word, according to the event description. Participants will gain clarity on what each format excels at—from building trust to driving discovery to maintaining audience loyalty. The webinar will also provide a framework for evaluating creators based on their full footprint across multiple platforms rather than focusing on a single show or platform.
Webster, described as a partner at Sounds Profitable, will facilitate discussion and leave time at the end of the session for audience questions. Those unable to attend the live webinar can register to receive a recording of the session.
The webinar takes place July 1, 2026 at 6:00 p.m. Universal Time (UTC). Registration is free and available through Zoom’s registration portal. Participants must provide their first name, last name, email address, organization and job title to register.
Sounds Profitable has established itself as a significant voice in the podcast industry, providing research and analysis on the creator economy and audio media landscape.
