Podcast
PodBiz | Where's The Money In Podcasting?
Hosted by Norma Jean Belenky & John Kiernan · EN
Where's the money in podcasting? Hosted by Norma Jean Belenky and John Kiernan, PodBiz dives into the strategies, trends, and tools driving podcast monetization and industry growth. From ad revenue and branded content to audience development and production workflows, we spotlight the real business behind the mic.
Each week, we speak with creators, executives, and innovators answering the one question on everyone’s mind: Where’s the money in podcasting?
Whether you're monetizing your show, launching a network, or just obsessed with the space, PodBiz is your insider guide to podcasting’s biggest opportunities.
Listen to new episodes every Monday- Let’s get down to PodBiz!
Hosted on Acast. See acast.com/privacy for more information.
12episodes
Episodes
Newest firstAll episodes
The Future of Podcast Advertising in Latin America with Rodrigo Tigre
3d ago00:51:19Summary readyHow do you build the infrastructure for a podcast market that's about to become larger than the United States?For years, podcast industry conversations have largely centered around English-speaking markets. But according to Rodrigo Tigre, President and Co-Founder of Ozen.fm, the next major growth story may come from somewhere else entirely.Rodrigo has spent more than two decades working in digital advertising and audio, helping brands, creators, and media companies navigate evolving technology and audience behavior. Today, through Ozen.fm, he's focused on connecting podcast creators, advertisers, and networks across Latin America while helping the industry solve one of its biggest challenges: monetization.As Rodrigo explains:"By 2027, the podcast consumption in Latam will surpass U.S., so we will have more podcast listeners than we have in the U.S."That growth creates enormous opportunity, but it also requires education, measurement, attribution, and infrastructure capable of supporting advertisers across multiple countries, languages, and audience segments.As he puts it:"When we have these tools that can show audience results, there's going to be a shift into more investing, more money into the space."In this episode of PodBiz, Rodrigo joins Norma Jean Belenky to discuss the future of podcast advertising in Latin America, why audio remains one of the most powerful engagement channels available to brands, and what creators should understand about the next wave of podcast growth.Here are some insightful moments within the episode:• Why Latin America is projected to surpass the U.S. in podcast listenership• The differences between Brazil's podcast ecosystem and the broader Spanish-speaking market• Why podcast advertising still represents a surprisingly small share of digital ad spend• How attribution and measurement are helping unlock new advertiser investment• The opportunity dynamic ad insertion creates for evergreen podcast content• Why radio broadcasters are increasingly embracing podcasting• The challenges and opportunities of serving multilingual audiences• How Ozen.fm is helping connect creators, advertisers, and podcast networks across Latin AmericaAbout Rodrigo TigreRodrigo Tigre is President and Co-Founder of Ozen.fm, a podcast advertising marketplace serving creators, networks, and advertisers across Latin America. With more than 25 years of experience in digital media, advertising, and audio, Rodrigo has helped shape podcast monetization strategies throughout Brazil and the broader LatAm market. He is also an active contributor to industry standards through IAB Brazil and has spent more than a decade working at the intersection of podcasting, technology, and advertising.Connect with Rodrigo Tigre on LinkedIn: https://www.linkedin.com/in/tigre/ Episode Chapters:(00:00) The LatAm Opportunity(01:07) Podcast Monetization Models(03:53) Brazil's Podcast Market(06:16) Borderless Audiences(07:40) Advertising Growth(13:09) The Ad Spend Gap(18:23) Educating Advertisers(22:32) Radio And Podcasting(24:05) Audio-First Content(27:04) Monetizing Back Catalogs(29:27) Dynamic Host-Reads(32:17) Building Ozen.fm(36:18) Rodrigo's Journey(43:50) Attribution And Measurement(46:03) Advertising In The Family(49:28) The Future Of PodcastingSome Additional PodBiz Buzz:"Podcasting is a digital medium that you can listen to offline without a screen.""We truly believe in the power of audio and the engagement it creates.""The influence of it is completely different."PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.Learn more: njbmedia.co | thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
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Building a Sustainable and Successful Podcast Membership Model with Joe Fucigna
1w ago00:53:51Summary readyHow can a membership model transform your podcast from an unpredictable hobby into a recurring revenue stream? In this episode of PodBiz, Norma Jean Belenky and John Kiernan speak with Joe Fucigna, a creator membership specialist, about the power of direct-to-fan monetization models. Joe shares how he helps podcasters transition away from unpredictable advertising cycles to build thriving communities and sustainable businesses.As he puts it:“A lot of what building or running a membership is data-backed feedback... when you're building the membership, it's like you build it around what people want.” Here are some insightful moments within the episode:🎧 Why advertising is unpredictable and how memberships offer predictable, recurring revenue 🎧 Why the top-performing podcast memberships are often shows you’ve never heard of 🎧 How an "emotional connection score" matters more than download numbers 🎧 The 3 crucial questions creators ask before launching a membership 🎧 Why you must separate passive listenership from actively engaged communities 🎧 Using a Minimum Viable Product (MVP) survey to prevent launch failure 🎧 Choosing the right platform based on where your audience already exists About Joe Fucigna:Joe Fucigna is a creator membership specialist with an extensive background helping talent navigate the fan monetization landscape. With professional experience spanning Patreon as well as traditional entertainment agencies like UTA and A3 Artists Agency, Joe works with niche and major creators alike to maximize their community value through direct data-backed strategies.Connect with Joe Fucigna on LinkedIn: https://www.linkedin.com/in/joe-fucigna/Learn more about Joe Fucigna Consulting: https://www.joefucignaconsulting.com/Episode Chapters:00:00 – Relationships over platforms01:10 – Where is the money in podcasting?03:18 – Understanding the modern "Fan-scape" landscape04:42 – Why brand deals and ad revenue aren't predictable anymore05:50 – Owning your audience vs. renting platform space08:05 – The power of niche micro-creators09:13 – Measuring your audience's emotional connection score11:24 – Finding top independent creators on Graphtreon13:56 – Mid-roll: Shoutout to our video partner Lean & Loaf15:44 – The 15 to 20-question membership validation survey17:52 – Why active feedback beats passive listening data20:05 – Building an MVP (Minimum Viable Product) to avoid failure22:22 – Platform agnosticism: Where does your community live?24:12 – The 1% to 3% conversion game26:14 – How Joe Fucigna got his start in the entertainment industry29:32 – From booking touring musicians to talent management32:45 – Navigating traditional talent agencies (UTA & A3)36:08 – The transition from Hollywood agent to creator consultant39:40 – What traditional media gets wrong about creator monetization42:55 – The daily grind of building a membership strategy46:12 – Overcoming creator fear of "selling out" to their audience49:30 – Case study: The unexpected power of small, rabid communities52:15 – Why membership unlocks long-term creative freedomSome Additional PodBiz Buzz: “Direct-to-fan is like: Do you have an email address from the person that purchased that product or engaged with you? Otherwise, it's not.” “The number of people that said that they would pay $5 or more is very closely correlated to the number of members you'll have at launch.” “When people see that the thing that they provided feedback on actually came to be, they're like, 'Oh, this is a collaboration.'”-Listen on your favorite podcast listening app!🎧 https://shows.acast.com/podbiz Follow us on LinkedIn!🎧 https://www.linkedin.com/company/podbizpodcast Subscribe to our newsletter!🎧 https://lp.constantcontactpages.com/sl/W5tCHud/PodBizNewsletterSignup Comment, share, or repost your episode from our YouTube channel: 🎧 https://www.youtube.com/@PodBizPodcast?sub_confirmation=1PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.Learn more: njbmedia.co | thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
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Why Podcast Advertising Still Runs on Predictions, Not Certainty with Sean Howard
2w ago00:45:40Summary readyHow do podcast publishers actually know what inventory they can sell?According to Sean Howard, most of the industry historically hasn’t. In this episode of PodBiz, Sean Howard, founder and CEO of Flightpath and co-founder of Fable and Folly, breaks down one of the biggest operational problems in podcast advertising: forecasting ad delivery in a medium built around unpredictable audience behavior.Before building Flightpath, Sean worked across fiction podcasting, branded content, and podcast audience growth. Through years of buying and selling podcast advertising, he realized that publishers, networks, and sales teams often didn’t actually know what they could reliably deliver to advertisers, creating cascading problems around campaign fulfillment, inventory management, and monetization.That insight became the foundation for Flightpath, a platform focused on predictive inventory forecasting, campaign management, and helping publishers better understand how audiences consume content across podcasting and video.The conversation also explores how creator behavior is changing as podcasting evolves into a multi-platform ecosystem spanning RSS, YouTube, Spotify video, newsletters, memberships, and creator-owned media businesses. Sean shares why podcast audiences behave differently than social audiences, how evergreen podcast catalogs create long-tail monetization opportunities, why YouTube discoverability is often misunderstood, and what the next generation of creator media companies may look like.In this episode we cover:Why podcast ad inventory forecasting has historically been unreliableHow predictive modeling changes podcast monetizationThe operational challenges behind podcast advertising salesWhy podcasting’s evergreen back catalog is so valuableHow audience behavior differs between podcasts and YouTubeWhy creators are rebuilding audiences across multiple platformsThe rise of simulcast monetization strategiesWhy podcast listeners behave differently than social media audiencesThe evolution of fiction podcasting and independent creator networksWhy creator-owned media companies are becoming increasingly powerfulEpisode Chapters (00:00) Why podcast ad forecasting is still broken (01:29) The origin story behind Flightpath (03:29) Predicting audience behavior across platforms (06:08) Why podcast publishers oversell inventory (08:05) Audience targeting vs download metrics (11:32) What actually drives discoverability on YouTube (15:42) Why podcast back catalogs are so valuable (20:49) The operational side of podcast ad sales (26:16) Building Fable and Folly in the early days of podcasting (31:40) Why podcasting still feels scrappy (40:40) What Sean would do differently building a media company today (43:38) Why creator-owned media businesses are the futureAbout Sean HowardSean Howard is the founder and CEO of Flightpath, a predictive inventory and campaign management platform for podcast publishers and media companies. He is also the co-founder of Fable and Folly, one of the pioneering fiction podcast networks, and previously worked with Pacific Content during podcasting’s early branded content expansion.Connect with Sean:https://www.flightpath.fm/https://www.fableandfolly.com/https://www.linkedin.com/in/seanhoward/Some Additional PodBiz Buzz“Nobody had a clue what they could actually promise. They were just giving us a number.”“Podcasting has this deeper trust relationship. We’re actively engaged in what we want to listen to.”“The creators are starting to set the terms. They’re owning the audience, literally and figuratively.”PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.Learn more: njbmedia.co | thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
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What Podcast Metrics Actually Matter? Tom Webster on Discovery, Data & the Future of Audio
3w ago01:02:10Summary readyHow do you measure the value of a podcast when the industry still can’t fully agree on what counts as a listener?Tom Webster has spent decades helping the audio industry answer exactly that question. From traditional radio research to podcast analytics, audience behavior, and platform evolution, his work has shaped how podcasting understands itself and where it’s heading next.In this episode of PodBiz, Tom joins us to discuss the changing realities of podcast measurement, the rise of YouTube as a discovery engine, and why podcasting’s intimacy continues to outperform almost every other form of media. We also get into why creators misunderstand growth, how niche podcasts quietly become massive businesses, and what happens when an industry matures faster than its measurement systems.Tom also breaks down why podcasting is increasingly being shaped by algorithmic platforms, fragmented analytics, shifting consumer behavior, and the broader attention economy and why creators need to stop obsessing over vanity metrics and focus on building something audiences genuinely return to.In this episode, we cover:Why downloads no longer tell the full storyThe rise of YouTube as podcasting’s top discovery platformWhy podcast audiences behave differently than social audiencesHow niche podcasts quietly generate enormous business valueThe challenge of fragmented podcast analyticsWhy audience retention matters more than vanity metricsHow traditional radio adapted to digital audioWhy creators need to stop competing with everyone elseWhat podcasters should actually be measuringAbout Tom Webster:Tom Webster is Partner at Sounds Profitable and one of the most respected researchers in podcasting and digital audio. Prior to joining Sounds Profitable, he spent more than 18 years at Edison Research, helping lead some of the industry’s most influential studies on podcast consumption, audience behavior, and media trends.Episode Moments: (00:00) Introduction to PodBiz (01:06) Where the money is in podcasting (06:15) Why podcasting creates deeper intimacy (10:23) The reality of podcast audience growth (11:15) Why niche podcasts can become valuable businesses (16:14) The measurement questions keeping podcasting up at night (20:08) Spotify, YouTube, and platform competition (21:25) Why podcast analytics remain fragmented (26:07) Tom Webster’s path into podcasting (28:53) How radio is adapting to podcasting (34:03) Competing against yourself as a creator (45:13) The moment YouTube changed podcast discovery (50:14) What podcast creators should actually measure (52:01) Leaving Edison Research for Sounds Profitable (01:00:29) What excites Tom about podcasting’s futureSome Additional PodBiz Buzz:“The retention is so much stronger with podcasting that once somebody does subscribe to your show, they really are part of a community that you've built.”“You’re only competing against yourself. It’s how can you be better tomorrow and better the day after that, and a little bit better and so good that they can’t ignore you.”“When you create that value for your show, it will be found. Whether it’s from a network, whether it’s an acquisition, whether it’s from your own subscriber base.”PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.Learn more: njbmedia.co | thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
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Building Trust at Scale in Health Podcasting with Dan Kendall
May 1100:52:09Tap to summarizeHow do you build a podcast business when your audience is highly specialized, deeply regulated, and incredibly difficult to reach?Dan Kendall has spent nearly a decade proving that small, focused podcast audiences can create outsized business value. As the founder of Health Podcast Library and creator of Digital Health Today, Dan built one of the earliest podcast ecosystems dedicated to healthcare innovation, medical technology, and evidence-based content.In this episode of PodBiz, Dan breaks down how healthcare podcasting evolved from a niche experiment into a trusted infrastructure layer for audience education, brand positioning, and professional discovery.He also shares why many companies still misunderstand podcasting, how he sold his first sponsorships before the industry had clear pricing models, and why trust, not scale alone, is often the most valuable currency in podcasting.“I don't think having a podcast is a binary decision anymore. It's not do I don't I? It's about what kind of podcast do I create.”In This Episode, We Cover:Why niche podcast audiences can outperform larger shows commerciallyHow Dan monetized Digital Health Today before podcast ad standards existedThe role of trust in healthcare podcasting and branded contentWhy healthcare companies are using podcasts as educational infrastructureThe difference between owned, earned, and paid media in podcast growthWhy most organizations think about podcasting incorrectlyHow Health Podcast Library vets credible health contentWhat podcasting can learn from the Airbnb marketplace modelThe business opportunity behind highly targeted professional audiencesWhy podcasting is no longer a “should we?” decision for brandsEpisode Moments:(00:00) Why podcasting is no longer a binary decision(01:37) Where the money is in podcasting(04:13) Launching Digital Health Today(06:47) Dan’s first sponsorship strategy(14:14) Why niche audiences became commercially valuable(15:03) Selling annual podcast sponsorships(17:59) Podcasts as sales and education infrastructure(21:49) Building “WebMD for your ears”(23:15) The vision behind Health Podcast Library(27:18) Owned, earned, and paid media strategies(31:06) Why healthcare professionals needed podcast discovery tools(33:01) Launching the Health Podcast Awards(35:08) Why creators overcomplicate getting started(37:01) Using podcasts to educate customers before sales conversations(44:04) The Starbucks moment that validated podcast sponsorship(47:04) The biggest misconception about Health Podcast Library(48:24) Dan’s advice for podcasters entering niche industries(50:08) Why Dan is excited about podcast industry events and the Health Podcast SummitAbout Dan KendallDan Kendall is the founder of Health Podcast Library and the creator of Digital Health Today. With more than 30 years of experience across healthcare, medical technology, and innovation, Dan has become a leading advocate for evidence-based podcasting within the healthcare industry. Through Health Podcast Library, Health Podcast Summit, and related initiatives, he works to elevate credible health content and help creators, organizations, and professionals use podcasting more effectively for education, trust-building, and audience engagement.Connect with Dan KendallHealth Podcast Library Website: healthpodcastlibrary.com YouTube: youtube.com/@healthpodcastlibrary Instagram: instagram.com/healthpodcastlibrary LinkedIn: linkedin.com/company/health-podcast-librarySome Additional PodBiz Buzz“Hope is a terrible strategy.”“What are the key things that you wish every potential client, user, consumer, patient, professional, whoever they are, what are the key things that you wish all of them knew before you flew out to see them?”“When they choose to trade their time and their attention for your content, what are you doing to help them be better in their life?”“Everybody's telling me they heard me on your podcast. I think this is your audience in this room.”PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.Learn more: njbmedia.co | thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
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Owning Your Audience Is the Business Model with Michelle Jackson
May 400:42:58Tap to summarizeIf you don’t own your audience, are you actually building a business?This week on PodBiz, Michelle Jackson, founder of Creators Getting Paid, breaks down why most creators struggle to monetize and what’s actually required to turn a podcast into something sustainable. Her work sits at the intersection of independent creators, community building, and revenue transparency, giving her a clear view into what’s working and where people get stuck.The throughline is simple: monetization isn’t about doing more content. It’s about building something around the content that converts.“There’s no one way to monetize a podcast… each podcast is completely different.”That flexibility is part of the opportunity, but also the problem. Without a defined structure, most creators default to focusing only on the show itself.“If you get nothing out of this whole conversation… you need to be collecting your audience.”Because the gap isn’t effort or even consistency. It’s ownership. This conversation looks at what actually needs to be in place beyond the podcast feed, and why building an audience you control is the difference between a project and a business.In this episode:Why there’s no single path to monetizing a podcastWhy most podcasters struggle to believe they can make moneyThe difference between building a show and building a businessAudience ownership vs. platform dependencyEmail lists, newsletters, and what actually mattersWhy content alone doesn’t convertWhen to pause, pivot, or rebuild a podcastCrowdfunding and alternative funding modelsThe tradeoffs of running multiple creative projectsEpisode Moments(01:13) Where the money in podcasting actually depends(02:58) Deciding to monetize your work(05:18) Why owning your audience is critical(10:29) Email lists vs. newsletters(14:17) Turning content into community(19:04) Why most content doesn’t convert(21:27) Taking a break to build something better(23:29) Crowdfunding as a funding model(27:08) Why podcasters get stuck at the show level(37:18) The cost of splitting focus(41:12) The opportunity for more creative podcastingAbout MichelleMichelle Jackson is the founder of Creators Getting Paid, a platform focused on transparency around how creators earn revenue. She works across independent creators and organizations, helping them build sustainable income through audience ownership, community development, and strategic brand ecosystems. She is also a long-time podcaster with over a decade of experience across personal finance and creator economy content.Some Additional PodBiz Buzz“I think, first of all, just deciding that you want to monetize your show… like unapologetic, I will make money.”“You need leads. You need people. You need a community to sell that to.”“Most people’s content is really boring… they’re just not taking risks.”“If you only focus on one project, it will grow faster.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.Learn more: njbmedia.co | thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
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Podcast Infrastructure and Platform Economics with Brendan Monaghan
Apr 2700:42:09Tap to summarizeIf podcasting is growing, why is monetization still uneven and who actually captures the value?This week on PodBiz, Brendan Monaghan, CEO of Libsyn and former co-founder of Megaphone, breaks down podcasting from the platform layer: hosting, monetization, and the infrastructure shaping the industry behind the scenes. With experience spanning Spotify, Megaphone, and The Washington Post, Brendan brings a systems-level view of how podcasting has evolved from distribution to a more complex, platform-driven ecosystem. The throughline is clear: podcasting is still being built, and that has implications for how creators, platforms, and businesses should think about strategy.“Broadband didn't exist. My job now didn't exist then.”That same reality applies today. The industry isn’t fully defined and neither are the roles within it.“The things that you will end up doing don't exist right now.”Which makes podcasting less about optimizing a known playbook and more about understanding where infrastructure is heading. This conversation focuses on the mechanics: how platforms scale, where monetization actually works, and why distribution alone is no longer enough.In this episode:Why podcast hosting is evolving into a broader infrastructure layerWhere revenue actually sits across platforms, creators, and advertisersThe difference between building audience and building a businessHow Megaphone scaled into a high-growth ad platform and what that signalsWhy SaaS is becoming central to podcast monetizationWhat platform expansion into global markets changes for creatorsWhy long-term opportunity in podcasting is tied to systems, not just contentEpisode Moments(00:00) Early media convergence and what didn’t exist yet(01:30) Platform economics and value capture(05:00) Hosting vs infrastructure(10:00) Monetization realities at scale(15:30) Platform expansion and SaaS strategy(20:00) Creator misconceptions about revenue(27:00) The future of podcast careers(35:00) Lessons from Megaphone and Spotify(45:00) Global growth and platform positioning(53:00) What comes nextAbout BrendanBrendan Monaghan is CEO of Libsyn and joined its Board of Directors in 2024. He previously co-founded Megaphone, a podcast advertising and publishing platform acquired by Spotify, where he went on to lead its global SaaS business. His background spans platform strategy, media, and business development across companies including The Washington Post and Slate.Some Additional PodBiz Buzz“I studied television production at university, and when I was at university we were having debates about convergence. You know, would we one day be able to watch television through broadband or through the internet? Broadband didn't exist. My job now didn't exist then.”“There are going to be for anybody that's listening to this, looking at a career in podcasting or content production or, you know, content strategy or whatever, the things that you will end up doing don't exist right now.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.Learn more: njbmedia.co | thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
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The Shift to Subscription Podcasting with Sam Sethi
Apr 2001:02:05Tap to summarizeHow do you make money from podcasting when listeners are skipping ads?Sam Sethi has spent his career at the intersection of tech and media, from Microsoft and Netscape to co-founding TechCrunch. Now, as CEO of True Fans and co-host of Podcast Weekly Review, he’s focused on one thing: building direct relationships between creators and audiences.For Sam, the future of podcasting isn’t built on ads. It’s built on fans.“The word of the year is parasocial… it’s a one way deep relationship that fans have with creators.”In this episode, Sam breaks down why subscription models are gaining momentum, why downloads are no longer a reliable metric, and how podcasting is shifting toward direct monetization through community, access, and multi-platform experiences.In this episode:Why subscription models are overtaking ad-based podcast revenueThe “death of the download” and what should replace itHow parasocial relationships translate into monetizationWhy listeners are actively avoiding adsThe shift from platform dependency to creator-owned ecosystemsHow real-time consumption data changes measurementWhy micropayments haven’t scaled yet but still matterThe role of curiosity in building long-term successEpisode Moments:(01:46) Where the money in podcasting is shifting(03:17) Subscription vs advertising models(06:13) Why listeners skip ads(10:02) The role of trust in host-read ads(17:20) From radio to podcast workflows(19:27) How top shows identify high-performing clips(24:37) The “death of the download”(32:22) Building True Fans and creator ecosystems(34:12) Real-time listening data explained(43:39) Micropayments and creator monetization(45:12) Curiosity as a competitive advantage(59:29) What’s next for podcastingAbout Sam SethiSam Sethi is the CEO of True Fans, a platform focused on direct-to-fan podcast monetization and engagement. He is also co-host of Podcast Weekly Review alongside James Cridland. With a background spanning Microsoft, Netscape, and TechCrunch, Sam brings a product and infrastructure perspective to the future of podcasting, focused on subscriptions, data, and creator-led revenue models.Find Sam on LinkedIn: https://www.linkedin.com/in/samsethi Some Additional PodBiz Buzz“Complexity is fail. Simplicity is scale.”“You just need a thousand true fans… and you have a business.”“I think people have switched from wanting advertising driven podcasting… to accepting subscription paid, ad free platforms.” PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.Learn more: njbmedia.co | thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
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The Content Funnel That Actually Converts with Chris Stone
Apr 1300:52:37Tap to summarizeHow do you turn a podcast into a system that actually drives revenue?Chris Stone has spent his career building audiences across legacy media and modern podcast ecosystems. From The Telegraph to the New Statesman, and now through Podcast Strategy Weekly and Podcast Crew, he’s focused on one thing: how content turns into trust, and how trust turns into business.“The money in podcasting… it depends on where you are in podcasting. If you have massive reach, then obviously advertising and sponsorships… but I think for most people, the money… is using podcasting as a trust building layer within your content ecosystem.”In this episode, Chris breaks down the layered structure behind high-performing content businesses, why most creators misunderstand monetization, and how to build something people actually want to be part of.In this episode:Why podcasting works best as a trust layer, not a revenue stream on its ownThe “party” framework for building a content ecosystemHow free content, newsletters, and community connect into monetizationWhy value-first content outperforms aggressive sellingThe role of video in scaling audience growthHow legacy media strategies translate into podcasting todayWhat indie creators get wrong about content and revenueWhy failing fast is the only real way to growEpisode Moments:(01:22) Where the money in podcasting actually is(05:59) The content ecosystem “party” framework(11:34) Building Podcast Strategy Weekly and paid conversion(16:15) Lessons from legacy media(19:03) Branded podcast trends(22:53) What works for indie creators(29:01) Podcast Crew and industry infrastructure(33:42) Video as the biggest growth lever(39:58) Audio vs YouTube packaging strategy(44:14) How news podcasts build audience(48:53) Community as the core driver(51:25) Why you have to fail fastAbout Chris StoneChris Stone is the founder of Podcast Strategy Weekly and Podcast Crew, a professional hiring network for the podcast industry. He is also Executive Producer at the New Statesman, where he leads podcast and video strategy. With a background across The Telegraph and Evening Standard, Chris specializes in audience growth, content strategy, and monetization across media platforms.Find Chris at Podcast Strategy Weekly: podcaststrategy.substack.com and The Podcast Crew: podcastcrew.co.ukSome Additional PodBiz Buzz“I have found that providing as much value up top and for free as possible is really beneficial. People need to know that your content is going to be worth the time.”“Once a listener has been through those stages… they’re more likely to then go out and tell other people, hey, there’s this great party, come to this party next time with me.”“And there are going to be… things that you will end up doing that don’t exist right now.”PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.Learn more: njbmedia.co | thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
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How Brands Actually Spend in Podcasting with Courtney O’Connor
Apr 600:29:05Tap to summarizeWhat actually makes a podcast worth buying for advertisers?In this episode, Courtney O'Connor, Director of Podcast Media at Oxford Road, breaks down how brands actually evaluate, buy, and scale podcast campaigns. From her early start at Veritone One to now leading podcast strategy at one of the most established agencies in the space, Courtney has operated inside the shift from indie creator reads to performance-driven media buying at scale. Courtney brings a media buyer’s perspective from inside one of the most established agencies in the space, where performance, not just reach, determines how dollars are spent and shares the case that alignment between brand, host, and audience is what actually drives results. The conversation also explores how host-read advertising continues to anchor the ecosystem, even as video, attribution, and platform fragmentation reshape how campaigns are executed and measured.In this episode, we cover:Why host-read ads remain the entry point for many brandsHow media buyers actually evaluate podcasts beyond downloadsWhy audience fit matters more than scale in campaign performanceHow small, niche shows can still drive meaningful resultsWhat brand safety looks like in practice across advertisersWhy podcast advertising is fundamentally a trust-based ecosystemHow fragmented data and attribution impact buying decisionsThe shift toward video and multi-platform consumptionWhy “test, learn, scale” is the operating model for campaignsEpisode Chapters(00:31) Where the money is in podcasting: host-read media(01:40) Courtney’s path into podcast advertising(05:21) Evolution of brand and creator relationships(06:01) Why downloads aren’t a deal breaker(07:28) Indie creators vs celebrity talent(10:14) Trust and performance in podcast advertising(12:15) Metrics, attribution, and data challenges(16:24) Fragmentation across platforms(18:08) Brand safety and campaign fit(20:52) Matching brands with creators(23:51) Trends in podcast media buying(25:17) Video and changing consumption(26:07) Test-and-learn mindset(27:13) What goes into campaign execution(28:07) What’s next for podcastingAbout the GuestCourtney O'Connor is Director of Podcast Media at Oxford Road, where she leads host-read podcast advertising strategy for brands investing in the medium. She began her career at Veritone One and has grown alongside the podcast industry as it evolved into a performance-driven channel, working across creator partnerships, attribution, and campaign strategy.Connect with CourtneyConnect with Courtney on LinkedIn: https://www.linkedin.com/in/coconnortcu/Some Additional PodBiz Buzz“I’m going to say the money is in endorsed host-run media. I love that is what the industry was built on… connecting brands with creators that have this unbreakable trust with their audience.”“I personally have bought podcasts with 65 downloads… there is a time and a place for it and if it’s the right fit, we’re going to buy it.”“We are working in a trust based ecosystem… our brands are trusting us to make the right decision with their dollars and spend it wisely.”“That is exactly what it is… matchmaking in connecting those brands and creators that make sense.”“We have to be the best stewards of our clients’ money… if it doesn’t work, that campaign is going to stop and the client’s not going to come back.”PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.Learn more: njbmedia.co | thepodhouseproductions.com Hosted on Acast. See acast.com/privacy for more information.
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