Nadia: The new guy at Acast is coming straight from TikTok… because of course he is.
Russ: I'm Russ.
Nadia: And I'm Nadia. It's Thursday, September 10th, 2026.
Russ: And here's what's happening in the wild world of podcasting.
Nadia: Acast is making big moves in Europe, poaching an exec from a very familiar place.
Russ: Then, a podcasting anniversary ten years in the making that built an entire network.
Nadia: And we're wading into the big debate: is podcasting even about audio anymore?
Nadia: So let's start with that Acast news. They just announced a major management shakeup in Europe, and the headline hire is Theo Sandberg.
Russ: The TikTok guy. I mean, is anyone not hiring from TikTok in 2026?
Nadia: It's a huge get, Russ. Sandberg was Head of Creator Partnerships there. Bringing him in as Head of Acast Europe sends a massive signal.
Russ: A signal for what? More sponsored dance challenges in my true crime podcasts?
Nadia: [laughs] No. It shows they're doubling down on creator-led growth. Acast wants to be the place for the next wave of talent, and that talent is building audiences on social video.
Russ: Okay, but Acast is an audio company. TikTok is… well, TikTok. It's a totally different medium. Is the plan just to get famous internet people to start talking into a microphone?
Nadia: That's exactly it! The lines are blurring. Podnews notes this is all about making the jump from video fame to audio monetization seamless. Sandberg's job is to build that bridge.
Russ: So this isn't about making better podcasts, it's about making it easier for people who are already famous to make more money.
Nadia: That's... one way to put it. A more generous take is that it's about giving creators the tools to build sustainable careers. This could mean new ad formats, better cross-promotion...
Russ: …and more shows that are just two people on camera, which just happen to be released as an audio file.
Nadia: We are definitely getting to that later. For Acast, this is about keeping pace with Spotify and Amazon, who are aggressively courting the same creators.
Russ: So what does this actually mean for a listener?
Nadia: It means your feed might be getting a lot more European social media stars. For better or for worse.
Russ: Alright, let's talk longevity. Country radio star Bobby Bones is celebrating ten years of his podcast.
Nadia: Ten years! That's an eternity in this business. The Bobbycast started in 2016 and became the cornerstone of a whole empire.
Russ: The Nashville Podcast Network, right. He took his built-in radio audience and just… ported them over to podcasting.
Nadia: Exactly. Podnews calls it a textbook example of leveraging a legacy platform to build a new media business. He didn't just start a show; he started a network.
Russ: It's smart, I'll give him that. But are the shows any good? Or is it just a walled garden of country music content for his existing fans?
Nadia: It's a focused content ecosystem! [laughs] Look, the lesson here isn't about the music. It's about how one trusted personality can create a center of gravity for an audience and build a real business around it.
Russ: I get the business case. But after a decade, is the main show still good? Or is it just running on brand recognition?
Nadia: The numbers suggest it's still incredibly popular with his core demo. The real question is how he grows beyond that.
Russ: And the listener's question is, why should I care if I don't like country music?
Nadia: You should care because this is the blueprint. That YouTuber you love, that TikTok creator we were just talking about—they're all looking at the Bobby Bones model to figure out how to own their audience and build something that lasts.
Russ: So the big takeaway is... everyone wants to be Bobby Bones?
Nadia: Everyone wants the results of being Bobby Bones.
Nadia: And all of this brings us to the big question. A piece in Podnews today argues that podcasting in 2026 is officially 'beyond audio.'
Russ: [groans] Oh, my favorite subject. I listen to podcasts so I don't have to look at a screen.
Nadia: But the numbers don't lie, Russ. The article cites Ed Baetiong from Creative Juice, who says their strategic shift to video led directly to more money and more consumption. This isn't a theory anymore.
Russ: Of course it did! You're adding the world's biggest video platform to your distribution. But is it still a podcast? Or is it just a YouTube show with an audio rip?
Nadia: That's the fundamental question. Is 'podcast' defined by the medium—audio only—or the format, like an interview or a conversation?
Russ: It's the medium! It's the intimacy of having something just in your ears. It's a hands-free, eyes-free experience. The moment I have to watch something, it's a completely different thing.
Nadia: But for a whole generation, their first 'podcast' was something they watched on YouTube. That's their definition, and the industry is following them. The Podglomerate is literally hosting webinars on YouTube strategy.
Russ: It just feels like a cash grab. It's a betrayal of the medium's unique strengths, all to chase slightly higher YouTube ad rates.
Nadia: I wouldn't call it a betrayal, I'd call it an evolution. And it's letting more creators make a living, which means more shows.
Russ: Or does it just mean that people who are good on camera win, and people who are brilliant at making beautiful audio get left behind?
Nadia: That's the risk, absolutely. For listeners, it means more choice. But for creators, the path forward is getting pretty clear.
Russ: And that path is 'learn how to be a YouTuber.' Great.
Nadia: Alright, quick recap: Acast is going all-in on social media talent, poaching a key exec from TikTok.
Russ: Bobby Bones proves that if you stick it out for ten years, you can build an empire. Especially if you were already famous.
Nadia: And, like it or not, your podcast is now expected to be a video show.
Russ: And before we go... Nadia, did you see that limited-edition 'Podcast Listener' tote bag? The one that's supposedly 'sonically transparent'?
Nadia: [laughs] The what? No! That can't be real. What does that even mean?
Russ: Apparently you can put your phone inside and still hear your podcast perfectly. It's the most absurd piece of podcast merch I have ever seen. And it sold out in an hour.
Nadia: On that truly bizarre note, that's our show. We'll be back tomorrow with more from the business of podcasting.
Russ: Until then, what we're actually listening to... I've been on a 'Fall of Civilizations' kick. The sound design is incredible. A great reminder of what 'audio-first' can truly accomplish. See you tomorrow, Nadia.
This show is made with AI: the hosts’ voices are synthetic and the scripts are AI-assisted. Every story links to its original source.