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
What changes when podcasters stop renting access to an audience and start building a media business they own?
Ainsley Rossitto, Head of Podcasts at beehiiv, joins PodBiz to discuss audience ownership, podcast monetization and the tools creators can use to build stronger direct relationships with listeners.
Downloads show that an episode was accessed, but they do not tell creators everything they need to know about who is listenin...
Are subscriptions really the most sustainable source of owned revenue in podcasting—and in media?
In this episode of PodBiz, Norma Jean Belenky speaks with Eric Barnett, Vice President of Revenue at Supporting Cast, about the power and strategy behind podcast subscriptions. Eric breaks down how publishers, networks, and independent creators can build owned revenue streams, structure high-converting bonus content, and expa...
What if the most valuable podcast audience is not listening to one of the biggest shows?
Podcast advertising has traditionally been driven by scale, with major brands concentrating their budgets on the largest and most recognizable podcasts. But highly engaged niche audiences, creator-led communities and influence across multiple platforms are creating new opportunities for both brands and podcasters.
In this episode of ...
In this special one-year anniversary episode of PodBiz, hosts Norma Jean Belenky and John Kiernan step away from interviewing a guest to reflect on the biggest lessons from the show's first year.
Together they discuss why they launched PodBiz, the three monetization models that emerged again and again across more than 50 interviews, why transparency is still one of podcasting's greatest competitive advantages, and what creators can ...
Is programmatic advertising really just an automated machine, or does the real money in podcasting come down to relationships?
In this episode of PodBiz, Norma Jean Belenky and John Kiernan speak with Rebecca Dalby, VP of Demand at Triton Digital, about the nuances of programmatic audio and monetization. Rebecca shares her journey from fast-moving consumer goods to the podcasting industry, detailing Triton’s evolution...
Can independent podcasters compete without millions of downloads?
Liam Heffernan thinks they can, but only if they stop treating downloads as the whole story. As Founder and CEO of Mercury Podcast Network, Liam has built a business around supporting the independent shows that often get overlooked by larger networks. For him, the opportunity in podcasting is not just about scale. It is about helping creators understand who t...
What happens when a YouTube creator mindset collides with traditional podcasting?
For Stella Young, the answer is a completely different way of thinking about audience growth, monetization, and ownership.
As the founder of Tiny Legends and co-host of This Is TV Now alongside Dane Cardiel, Stella entered podcasting after years in the YouTube ecosystem. What she found was an industry that often viewed creators, influencers, an...
How do you build a podcast business that's truly your own?
After leadership roles at NPR, Apple, Netflix, Wondery, and Amazon, N'Jeri Eaton made a decision that more podcast professionals are considering: stop building for someone else's platform and start building something you own.
In this episode of PodBiz, Norma Jean Belenky speaks with N'Jeri about creator ownership, independent production, and the realities of building ...
How 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, hel...
How 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.
...How 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 ...
How 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 join...
How 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 techn...
If 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...
If 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 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 bui...
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 o...
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 med...
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 a...
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...
Popular Podcasts
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
Betrayal Weekly is back for a new season. Every Thursday, Betrayal Weekly shares first-hand accounts of broken trust, shocking deceptions, and the trail of destruction they leave behind. Hosted by Andrea Gunning, this weekly ongoing series digs into real-life stories of betrayal and the aftermath. From stories of double lives to dark discoveries, these are cautionary tales and accounts of resilience against all odds. From the producers of the critically acclaimed Betrayal series, Betrayal Weekly drops new episodes every Thursday. If you would like to share your story, you can reach out to the Betrayal Team by emailing them at betrayalpod@gmail.com and follow us on Instagram at @betrayalpod and @glasspodcasts. Please join our Substack for additional exclusive content, curated book recommendations, and community discussions. Sign up FREE by clicking this link Beyond Betrayal Substack. Join our community dedicated to truth, resilience, and healing. Your voice matters! Be a part of our Betrayal journey on Substack.
Listen to 'The Bobby Bones Show' by downloading the daily full replay.
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by Audiochuck Media Company.