Russ: Fun fact: a majority of you are probably mashing the skip button right now. Because of the ads.
Nadia: I'm Nadia.
Russ: And I'm Russ. It's Saturday, October 10th, 2026.
Nadia: And this is Feed Drop, where we break down the three biggest stories in the podcast industry you need to know about.
Nadia: Coming up: new research says podcast listeners have finally had enough of all the ads.
Russ: Also, a Spanish telecom giant is getting into YA comedy podcasts. We'll ask if it's a smart play.
Nadia: And Netflix claims its shows are a magnet for tourism to South Korea. Can podcasts have the same effect?
Nadia: Alright, let's start with ad load. Podnews is flagging new research that suggests the podcast industry has a growing problem.
Russ: A 'problem'? You mean the thing I've been saying for years? That podcasts are turning into 90s cable TV?
Nadia: Okay, but now you have data on your side. According to the research, a majority of weekly podcast listeners say there are too many ads in podcasts.
Russ: A majority? See? I'm not just a grump. It's everybody. No one wants to hear three minutes of mattress ads before a show even starts.
Nadia: That's a huge number. It’s a major warning flag for an industry that has just been cramming in more ads to drive up revenue.
Russ: It's a race to the bottom! They're training us to hit the 'skip 30 seconds' button five times in a row. Pretty soon my thumb is going to be more muscular than my bicep.
Nadia: [laughs] Well, the data shows people don't hate all ads. They still prefer host-reads that feel integrated. It's the loud, jarring, dynamically inserted ones that drive everyone crazy.
Russ: You mean the ones that sound like a robot yelling at me about a car warranty I don't need? Shocker.
Nadia: Exactly. So the takeaway for creators isn't 'no ads,' it's 'better ads.' Focus on quality, not just quantity, or you're just teaching your audience to hit skip.
Russ: Or you risk them finding a different show that respects their time. It's that simple.
Nadia: Right. The gold rush of simply stuffing more ads into shows might be over.
Nadia: Next up, let's head to Spain. Variety reports that Movistar Plus, the country's biggest TV operator, is making a big push into original podcasts, focusing on YA comedy.
Russ: Hold on. A TV company is making podcasts? Isn't that like a butcher opening a flower shop?
Nadia: Hey, it's all about content now. Movistar is already a huge force in Spanish-language TV globally, so they're just pointing that power at audio. They're lining up a slate of shows with big Spanish creators, like Victoria Martín.
Russ: Okay, but what even is a 'YA comedy' podcast? Just people reminiscing about high school? And is this about making good podcasts, or is it just a cheap way for a TV company to farm for new IP?
Nadia: [laughs] I mean, that's the cynical take... but you're not wrong. IP development is definitely part of the plan. They want stories that start as podcasts and could grow into a TV show. But these aren't just chat shows; they're making scripted series and comedies about social issues.
Russ: So they're using podcasts as a low-cost pilot season. I get it. But does that mean the podcast is just a commercial for a TV show that doesn't exist yet?
Nadia: I don't think so. For the listener, it means you're getting a high-budget narrative show backed by a company with deep pockets. A player this big pouring money into podcasting in Spain could lift the whole market.
Russ: If the shows are good. If they're just corporate boardroom ideas of what 'the kids' want to hear... [sighs] it's going to be painful.
Nadia: That's always the risk. But they're bringing in serious talent—like Isabel Peña, who co-wrote the film 'The Beasts.' They're aiming high for prestige and their next global hit. And that hit might just be a podcast.
Russ: Alright, I'll believe it when I hear it. And when it doesn't have six minutes of mattress ads at the top.
Nadia: Our last story is about the so-called 'Netflix effect.' According to Variety, Netflix is claiming its shows are a huge driver of tourism to South Korea.
Nadia: They put out research showing a staggering two-thirds of their members worldwide are interested in visiting South Korea after watching their shows.
Russ: Hold on. Two-thirds of viewers watch a K-drama and suddenly want to fly to Seoul? That number seems... inflated.
Nadia: Well, it's 'interest in visiting,' not 'actually booking a ticket.' But still, that's huge. A Netflix exec, Sung Q Lee, argues it’s not just the scenery—it's the emotional connection people feel to the place through the story.
Russ: Okay, fine. You watch a show, see the amazing food, the cool cities... of course you'd want to go. But what does this have to do with podcasts?
Nadia: Right, that's the big question. Can a podcast create that same desire to visit a place? Think of an immersive fiction podcast or a travel show that's about more than just a list of tips.
Russ: I don't know, that feels like a stretch. The Netflix effect is visual. You see a beautiful place, you want to go. A podcast is all in your head.
Nadia: But that's the magic of audio, isn't it? It’s more intimate. A great soundscape can transport you. If you fall in love with characters who live in, say, Lisbon, doesn't that make you want to see it for yourself?
Russ: Maybe a tiny pull. Not a 'two-thirds of all listeners' pull. I'm just not convinced audio can sell a location the way a gorgeous, high-definition TV show can. It's a different beast.
Nadia: Maybe. But the lesson for any tourism board is that investing in great stories is what works, no matter the medium. It's not the landmark, it's the narrative around it.
Russ: So we're going to get the 'Official Podcast of the City of Cleveland' soon?
Nadia: [laughs] Don't be surprised if it happens.
Nadia: Alright, let's do a quick recap.
Russ: Listeners are officially sick of podcast ads. A majority of them.
Nadia: Spanish TV powerhouse Movistar Plus is betting on YA podcasts to find its next global hit.
Russ: And Netflix claims its K-dramas are a tourism boom for Korea. Nadia thinks podcasts can have the same effect. I remain unconvinced.
Nadia: And before we go... what we're actually listening to. Russ, what have you got?
Russ: I just finished 'The Silt Verses.' It's this incredibly weird, dense, folk-horror narrative podcast. The sound design is so good, it actually does make you feel like you're in its terrifying, fictional world. So maybe you have a point about audio tourism, Nadia. Even if the place is a nightmare.
Nadia: [laughs] High praise! We'll put it on the list. And that's our show for today.
Russ: Thanks for listening to Feed Drop. We'll be back tomorrow.
This show is made with AI: the hosts’ voices are synthetic and the scripts are AI-assisted. Every story links to its original source.