Audioboom has acquired UK podcast network Adelicious, creating Britain’s largest homegrown podcast network with 46 million unique listeners and over 126 million monthly downloads. The July deal unites Audioboom’s technology platform with Adelicious’s premium content relationships, positioning the combined entity to capitalize on the gap between the UK and U.S. podcast advertising markets.

“Adelicious was born out of wanting to do things differently: to put quality content and creator relationships at the center,” states Andrew Goldsmith, newly appointed President of Adelicious following the acquisition. Founded in 2020 by David McGuire and Pascal Hughes, Adelicious emerged as a response to existing platforms that, according to Andrew, “treated podcasters with little transparency and not much of a level playing field.” 

The company serves premium podcasters through an invite-only network model, connecting creators with advertisers while maintaining higher standards for content quality and audience engagement than typical platforms.

Andrew, who joined as an advisor before becoming CEO in 2024, believes the selective approach addresses key needs in the podcast ecosystem: “Our founders recognized early on the need for fairness and transparency in podcast advertising. That vision shaped Adelicious into what it is today: a network built around quality inventory, excellent customer service, and a podcaster-first mentality.” 

This philosophy has attracted more than 200 leading podcasts to the platform, including shows from top British comedians such as Russell Howard and Frank Skinner.

Rationale, Integration, and Plans

The strategic alignment between the two companies played a crucial role in making this acquisition the natural next step for both parties. After five years of building Adelicious into an independent podcast hosting and monetization network in the UK, Andrew and his team were ready to scale their vision further.

“It came down to alignment,” Andrew explains when asked why Audioboom was the right partner. “Audioboom shares our same philosophies, values, and vision for British podcasting, values around premium content, strong relationships, and investing in tech that solves problems. Most importantly, we both believe in showcasing the best of British podcasting and taking it to a global stage.”

With the deal finalized, integration planning is already underway, although Andrew emphasizes that the Adelicious brand and operating model will remain intact. “Adelicious remains Adelicious. We’re keeping our brand, our team, and our way of working. What changes are the level of support and resources we now have access to, and our international footprint?”

This continuity is crucial for maintaining the relationships Adelicious has built with its network of creators. At the same time, the acquisition opens new technological opportunities through integration with Audioboom’s advanced monetization platform. “One of the things that really excited us was the potential to plug into Audioboom’s tech stack, including Showcase, our global marketplace that utilizes DAI [Dynamic Ad Insertion] tech,” explains Andrew. The integration will connect Adelicious shows to Audioboom’s technology platform, providing enhanced monetization capabilities for creators.

For Adelicious, the acquisition also strengthens its international presence, particularly in the United States. “Adelicious has an established presence there, and many shows on the network already perform strongly in the States. For example, Noiser shows such as ‘Short History Of…’ or ‘Real Survival Stories,’” Andrew notes. “Having a proper base and team on the ground will accelerate growth.”

Commercial Impact and Market Positioning

The combined Audioboom-Adelicious entity offers advertisers expanded reach with enhanced targeting precision. “What we now offer advertisers is not just reach, but depth: a broader range of quality shows, more nuanced audience targeting, and robust measurement,” Andrew explains. “For brands, this means better access to engaged, loyal listeners, and for agencies, it simplifies planning, one touchpoint for premium, trusted inventory at scale.”

This enhanced offering addresses the changing expectations of advertisers in the podcast space. “They’re looking for more than impressions,” Andrew observes. “Brand safety and suitability matters, but advertisers are also recognizing that podcasts capture audience attention in a way few other channels can. That means formats need to feel genuine, not forced.”

Since 2023, Adelicious has seen notable growth in its advertising business. As Andrew notes, “We’ve more than doubled both average campaign spend and the number of brands advertising with us [since 2023].” The network has attracted partnerships with prominent brands through its premium content and engaged audiences.

Last year, the company delivered its one-billionth ad impression, and the network’s shows now attract a monthly listenership four times higher than the average on major global platforms.

Enhancing the Creator Experience Post-Acquisition

In addition to the commercial benefits of the acquisition, Andrew emphasizes that creators on the Adelicious network will remain at the center of the combined entity’s strategy. “For our podcasters, very little changes day-to-day, except for the better. They’ll continue to work with the same people, but now have access to even more monetization tools, potential sponsorships, and so much more. They should only see changes for the positive.”

This focus on creator experience builds upon Adelicious’ foundation as an invite-only network that prioritizes quality content and strong relationships. The integration with Audioboom’s technology stack enhances this approach by providing creators with more advanced tools for monetization without compromising the personal touch that has defined Adelicious’ success.

The acquisition also comes at a time when the podcast medium itself is continually maturing. “More than 60% of creators on the Audioboom and Adelicious network are now producing video podcasts, and video already accounts for over 13% of network revenue,” Andrew reveals. This multi-channel approach enables podcasters to expand their reach and provides advertisers with additional touchpoints to engage audiences.

British Podcasting on the Global Stage

As Andrew steps into his role as President of Adelicious under the Audioboom umbrella and joins the Audioboom executive board, his vision extends beyond immediate integration to the broader future of podcasting. “My role is to lead the UK commercial operation and continue to champion a podcasting model that works for everyone involved, creators, advertisers, and platforms,” he explains.

Andrew sees major shifts ahead in how podcasts are valued within media plans: “I think the biggest shift we’ll see is podcasting moving further up media plans. It’s already taking a bigger share of budgets, and as it becomes part of the wider ecosystem, through video, social, and live events, that growth will accelerate.”

The combined entity is already exploring new formats and monetization models to capitalize on these trends. “We’re looking closely at new formats, particularly branded content and creator-led sponsorship models that go beyond standard ad placements,” Andrew says. “With Audioboom’s tech behind us, we’ve got room to test and iterate tools that help podcasters monetize more intelligently, not just more frequently.”

For Andrew, who has spent years in media sales across print, audio, and out-of-home before joining Adelicious, the most anticipated aspect of this next chapter is the opportunity to build something that remains true to Adelicious’ founding principles while reaching a global audience. 

“What excites me most is the potential to keep building something that feels both ambitious and grounded,” he says. “Podcasting still has so much headroom and, in the UK, we’ve got world-class talent, creativity, and now the infrastructure to match. Being able to support that, at scale, and without losing sight of the values we started with when Pascal and David launched Adelicious, is a real privilege.”