PodBiz | Where's The Money In Podcasting?
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.
Episodes
How 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.
How 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...
What 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...
What if most of the money in podcasting isn’t in podcasting at all?
In this episode, we’re joined by Jeremy Enns, founder of Podcast Marketing Academy, to break down where podcast revenue really comes from, and why so many shows miss it.
Jeremy challenges the idea that growth is about tactics. Instead, he makes the case that concept, positioning, and packaging are the real drivers of audience and revenue.
He also intr...
What does it actually take to build a media network inside a company like HubSpot?
As Head of Media Partnerships at HubSpot Media Network, Carly Baker joined shortly after the acquisition of The Hustle and helped grow what started as a small collection of shows into a multi-platform media ecosystem spanning podcasts, YouTube, and newsletters.
In this episode of PodBiz, Carly breaks down how HubSpot approaches creator partner...
Is podcasting focusing on the wrong metrics?
For years, the business conversation around podcasts has centered on CPMs, ad fill rates, and monetization mechanics. But Rox Codes believes the bigger opportunity lies somewhere else entirely: growth.
Rox is the CEO and co-founder of Flightcast, a platform built with Steven Bartlett that brings YouTube-style analytics and experimentation into podcast publishing. His background co...
How do you reach the right audience inside a global industry?
Victoria King Meyer has built a podcast that answers that question with clarity. As president of Progressio Global and host of The Chemical Show, she has created a platform that connects leaders across the chemical industry while expanding her reach beyond traditional trade media.
In this episode of PodBiz, Victoria joins NJ to discuss what it takes to build a...
If advertising is a billion-dollar market, where does that leave independent creators?
In this episode of PodBiz, NJ sits down with Alberto Betella, co-founder of RSS.com, for a platform-level look at where revenue actually lives.
Alberto’s answer begins with scale. Advertising remains the largest total addressable market in podcasting and continues to grow. But volume drives ad revenue. For smaller or niche shows, funding m...
What if audience development doesn’t start at launch… but at concept?
This week on PodBiz, we’re joined by Catrin Skaperdas, Marketing and Audience Development Director at The Podcast Guys, whose career spans Cumulus Media, independent consulting across European markets, and now building marketing infrastructure inside a growing UK agency.
Catrin makes one thing clear: marketing is not an afterthought. It belongs in the ...
Where is the money in podcasting when you’re not chasing a big network buy?
This week on PodBiz, NJ sits down with Matt Cundill (AKA Captain Canada), founder of Sound Off Media, longtime radio and podcast strategist to talk about what monetization really looks like for independent podcasters.
Matt breaks down what he calls “small buckets of money” and why the biggest revenue often comes from one or two direct advertiser rela...
This week on PodBiz, NJ sits down with Patrick Hill, Founder and CEO of Disctopia, to unpack where power, money, and influence are converging across podcasting, music, and creator platforms.
Patrick brings a platform-level view of the industry. He explains why monetization is increasingly tied to access, subscriptions, and distribution control, how opinion-based media has become financially powerful, and why long-form content remain...
What does it actually take for an independent podcast to become partner-ready?
This week on PodBiz, NJ speaks with Michael Osborne about how shows move from passion projects to major media partnerships and why that transition is almost never fast or accidental.
Michael has built and produced multiple podcasts that successfully partnered with organizations like Smithsonian Magazine, PRX, and Wondery. Across those projects, h...
What does sustainable monetization actually look like for independent podcasters today?
This week on PodBiz, NJ speaks with Danielle Desir Corbett about how creators can build resilient podcast businesses by thinking beyond single revenue streams and treating their work as a portfolio.
Danielle shares how her approach to monetization has evolved over time, why relying on one income source is risky, and how creators can desi...
What changes when podcasting moves from experimentation to infrastructure?
This week on PodBiz, NJ speaks with Colin Anderson, Head of Network Development at the Office Ladies Podcast Network, about how podcasting has evolved into a serious commercial business and what that means for creators, networks, and advertisers operating at scale.
Colin brings a perspective shaped by years inside podcast production, strategy, and net...
Is the secret to podcasting success hidden in the French market?
In this episode of PodBiz, Norma Jean Belenky speaks with Sarah Toporoff, Head of Growth for Disco by Headliner, about the evolving landscape of audience growth and monetization. Sarah discusses how her team is helping publishers break podcasting out of "walled garden" platforms and into the wider web, transforming organic traffic into loyal listeners.
...
Why do so many podcasters focus on monetization before they’ve solved distribution and audience growth?
This week on PodBiz, we’re joined by Greg Wasserman, Head of Relationships at RSS.com, to break down how podcasters actually build leverage in the industry and why relationships, not just downloads, are at the core of sustainable growth.
Greg challenges the industry’s obsession with ads and sponsorships as the only...
What does sustainable podcast growth look like inside a fragmented, multilingual, rapidly developing European market?
This week on PodBiz, Andreea Coscai breaks down how creators across Europe are building audiences, reaching listeners across borders, and monetizing through community-first strategies. As the founder of Eurowaves, Marketing Lead at Tink Media, and a key voice in global creator communities, Andreea offers a g...
Where’s the money in podcasting for independent creators?
This week on PodBiz, we talk with Andrew Weiss, Director of Partnerships at Podfest Expo, about the real paths to monetization for indie podcasters. Andrew works directly with thousands of creators through Podfest’s global community, and he brings a grounded, practical view of how shows grow, how they earn, and why some creators thrive while others fade out.
Andrew ex...
What makes a show “monetizable” in the eyes of advertisers?
This week on PodBiz, Veronika Taylor breaks down how brands evaluate podcasts, what creators often overlook, and why the future of podcast revenue extends far beyond a single medium. As SVP of Content and the Creator Network at Acast, Veronika oversees global teams, creator relationships, and the systems that power advertising across more than 140,000 shows.
She...
How do you build a podcast business that lasts- not just creatively, but financially?
In this episode of PodBiz, host Norma Jean Belenky sits down with Jeff Umbro, Founder and CEO of The Podglomerate, to talk about what it really takes to grow a sustainable podcast company in 2025.
Jeff shares how his background in book publicity shaped his approach to audience development, why choosing the right clients matters more...
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