From Ads to Subscriptions: How Today's Podcasts Actually Make Money

James and Sam are away this week, so time for an interview in
more detail than we normally would. Norma-Jean Belenky discusses
her new podcast PodBiz, which explores the various ways
podcasters monetize their content through transparent
conversations with industry professionals.

• PodBiz aims to answer the question "where's the money in
podcasting?" through interviews with experts in advertising,
subscriptions, and alternative revenue models
• Some independent creators with just 1,200 downloads per episode
are making six-figure incomes from their podcasts
• Advertising remains strong, but subscription models are gaining
significant traction across the industry
• Organizations like AIR (Association of Independent Radio
Professionals) publish rate cards to promote fair compensation
for podcast production roles
• Quality podcast production requires adequate labor and
resources – "good work takes labor"
• Value-for-value models and cryptocurrency-based micropayments
remain niche but have potential for growth
• Event hosting, merchandise, and packaging content across
multiple platforms are effective additional revenue streams
• Podcasters are building communities through newsletters and
events to strengthen audience relationships
• AI tools help reduce labor-intensive aspects of production but
raise questions about transparency and disclosure
• The podcast industry faces potential regulatory challenges as
governments implement content restrictions and age
verification




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