Opinion: They’re Telling Us There Are Too Many Ads

54.8% of podcast listeners say shows already carry too many ads. 8.6% say they’d put up with a few more to keep their favourite shows free. That’s roughly one in 12, and honestly, I’d quite like to check he’s okay. Same week, Joe Rogan re-signs with Spotify (Podscribe reckons his recent episodes carried 15 ads), and audio fiction network Fable and Folly says it’s closing because podcast advertising changed under it. Bit of a week for ads. And if you’re thinking “but Neal, I don’t run any ads”… I know. This is still your problem. Your listener’s patience for being sold to doesn’t belong to each show. It’s one tank, the big shows have been draining it all evening, and by the time they press play on yours, your rate and review ask sounds exactly like a mattress advert. The people who walk first aren’t the casuals, either. It’s Mary. Your best listener. I also owe you an asterisk on something I said recently about empty sponsor slots, and Spotify’s relaunched Memberships has accidentally pointed at the one asset nobody can skip, and nobody can take 10% of. The one thing to change on your next episode is at 08:22. Chapters 00:00 Listeners have filed a complaint 00:44 54.8% say too many ads 01:34 Rogan’s 15 ads and a network closing 02:19 But I don’t run ads 04:37 Mary skips you 05:47 The asterisk 06:53 Beyond the pre-roll 07:30 The tenant put the rent up 08:22 Your one action this week 09:45 The small print Links The Podcast Study 2026 on ad load: podnews.net/press-release/podcast-ad-load-2 Beyond the Preroll, the follow-up: podnews.net/press-release/new-revenue-opportunities Fable and Folly to close: podnews.net/update/fable-and-folly-closes Spotify Memberships: podnews.net/update/spotify-memberships The landlord and tenants episode: podmastery.co/episodes/opinion-podcasters-youre-the-landlord-the-platforms-are-just-tenants When it’s bigger than one episode: podmastery.co/need-podcasting-help Free 7-day podcast makeover email course: podmastery.co Listener survey (free download as a thank-you): podmastery.co/listener-survey Got your own opinion on this? I’d love to hear it: podmastery.co/get-in-touch