A weekly story. Its numbers. The jobs and skills around it.
THIS WEEK’S PACKAGE / AUDIO + VIDEO
One show. Several businesses. Who does the work?
The audio ad business keeps growing.
U.S. podcast advertising revenue · $ billions
TAPE NOTE / THE READOUT↗
2025 / annual growth
+17.6%
A show earns in more than one place.
Video, clips, subscriptions and live appearances can surround the audio product. Follow the production and rights work that makes those routes possible.
The worker's question: do extra formats bring extra pay—or just more deliverables?
THE DEAL / SEPTEMBER ANNOUNCEMENT
SiriusXM buys into a show, across formats.
A four-year Giggly Squad agreement covers exclusive distribution and global ad sales across audio and video. New exclusive programming is expected in 2027. The dollar value was not disclosed.
The Tape measures the wider U.S. audio ad market, not the price of this deal. The hiring shortlist below follows the production skills surrounding a show; none of its roles is attributed to this agreement.
These six employer postings connect research, studio operations, editing and audience development. Five employers; two distinct New York Times shows. Checked October 15. A selected sample, not evidence of a market-wide hiring rise.
Hiring / The national backdrop
Media hiring index
68.7 Oct 9, 2026
31.3% below the February 2020 baseline
0100 / Feb 2020150
More content revenue does not automatically mean more jobs. Use the broad hiring backdrop alongside actual employers, responsibilities and offered pay.
Indeed media & communications postings via FRED. Seasonally adjusted; Feb 1, 2020 = 100. Updated Oct 15. Postings measure demand, not completed hires or every content role.