This week in the business of podcasting:Sounds Profitable released The Podcast Atlas, a study of more than 5,000 U.S. consumers mapping the creator economy into five territories: audio, video, short-form clips, newsletters, and social platforms.Tom Webster's follow-up analysis, The Format That Travels, uses the Atlas data to argue audio wins the ad environment battle, capturing 78% of hands-busy listening moments and topping every platform on listener trust and ad receptivity.Miroma Group acquired audio advertising agency Ad Results Media, marking a major U.S. expansion move that folds ARM's podcast-native performance advertising expertise into Miroma's broader agency portfolio.Ben Robins' latest Purchase Funnel installment digs into UK podcast ad conversion data, finding strong purchase rates among younger listeners but a notable gap among listeners 55 and older compared with other platforms.Cannes Lions recaps from Next Audio's Lemya Soltani and Sounds Profitable's Bryan Barletta highlight how podcast networking events can be run on a shoestring budget, alongside a new Sounds Profitable YouTube panel on why niche podcast communities can outperform broad-reach shows on advertiser metrics.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.