PodBiz | Where's The Money In Podcasting? – Details, episodes & analysis

Welcome to PodBiz: The Podcast About the Business of Podcasting. In this trailer episode, meet your hosts Norma Jean Belenky and John Kiernan, two podcast industry veterans with years of experience across production, marketing, monetization, and audience strategy. PodBiz is a show for creators, networks, and media professionals who want to understand how podcasting works as a business. Every episode centers around one essential question:

Where’s the money in podcasting?

Through candid conversations with founders, producers, advertisers, and platform leaders, PodBiz explores real-world strategies for monetization, growth, and sustainability in audio. Whether you're running an indie show or managing a network, you'll get insights on advertising, branded content, subscriptions, IP development, and how the top players are building revenue through podcasting.

Upcoming guests include leaders from Acast, Captivate, Podnews True Native Media, Adopter Media, Buzzsprout, Crooked Media, Podfest Expo, The Podglomerate, Sounds Profitable, Sundaze PR, BlackRock, Blubrry, RSS.com, Disctopia and more, including independent creators earning six figures and executives shaping the future of the podcast and media industry.

Subscribe now and join us as we go behind the scenes of how the podcasting business really works.

Let’s get down to PodBiz.

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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.

In the premiere episode of PodBiz, NJ speaks with Milly Botes, VP of Product at Acast, about building scalable advertising tools, empowering creators, and rethinking what podcast success actually looks like. Milly shares how her team is building scalable infrastructure for audio and video sponsorships, and why, in her words,

We dive into the shift from downloads to engagement, the growth of video podcasting, and what brands really look for in high-performing content partnerships. We'll also get into platform strategy, product design, and why creator monetization is shifting away from traditional metrics like downloads toward more meaningful engagement.

Milly Botes is a seasoned product leader with a passion for building platforms where creativity, technology, and commerce meet. As VP of Product at Acast, she leads the evolution of the podcast monetisation marketplace, creating a more connected, self-serve, and scalable ecosystem that helps creators and advertisers thrive across both audio and video.

Previously, Milly built the Care Navigation platform at Ada Health and began her career at Monitor Deloitte. She has lived and worked in London, Berlin, New York, and Cape Town, bringing a global lens to platform strategy and creator empowerment.

Connect with Milly on LinkedIn

00:00 – The Evolution of Podcast Monetization

01:25 – Defining a Podcast in Today's Landscape

03:59 – Trends in Podcasting: Video and Creator Empowerment

06:20 – Metrics Beyond Downloads: Understanding Engagement

08:47 – Milly’s Journey into Podcasting

11:25 – The Role of Product in Podcasting

12:56 – Empowering Creators: Monetization Strategies

15:30 – The Challenges of Product Management

17:56 – Looking Ahead: The Future of Podcasting

“We are building accessible products for creators.”

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.

In this premiere episode of PodBiz, NJ speaks with Adam McNeil, SVP of Client Services at ADOPTER Media, about what makes podcast advertising effective- and what still holds it back. From host-read ads to media buying strategy, Adam shares what he’s learned placing over $100M in podcast sponsorships for direct-to-consumer brands, and in his words,

We dive into how creators and buyers can align more effectively, why attribution remains a challenge, and how relationships and content fit still drive performance in today’s creator economy including:

• What makes host-read ads work — and when they don’t
• Media buying best practices for creators and brands
• Attribution limitations and evolving metrics
• The role of relationships in performance and scale
• Building a career in podcast advertising

Adam McNeil is SVP of Client Services at ADOPTER Media, a leading podcast and YouTube sponsorship agency. Adam has led podcast ad campaigns that have generated more than $100 million in attributable revenue for top DTC brands. He’s a sought-after industry voice, known for his newsletter The Roast, his insights on LinkedIn, and media appearances in Forbes, The Verge, Bloomberg, and Sounds Profitable. Adam also advises analytics platforms like Podscribe, helping improve attribution and reporting across the podcasting space.

Connect with Adam on LinkedIn

Here are some insightful moments within the episode:

00:00 – Host-Read Ads: What Works & Why

02:15 – How ADOPTER Places $100M+ in Podcast Spend

05:02 – Building Trust Between Brands and Creators

07:48 – Common Pitfalls in Attribution and Reporting

10:30 – Podcast Career Advice: From Buyer to Advisor

13:20 – How to Vet a Show’s Sponsorship Readiness

15:42 – Shifts in Buyer Expectations Post-2023

18:10 – The Future of Media Buying in the Creator Economy

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.

In this episode of PodBiz, NJ speaks with Danielle Bezalel, MPH, creator and host of Sex Ed with DB, about building a profitable show in a niche many advertisers won’t touch. Danielle shares how she earns up to $140,000 a year from her single podcast feed, not through massive reach, but by building strong sponsor relationships and packaging her podcast alongside other media assets.

As she puts it:

We dive into the strategy, systems, and mindset behind her success, including:

• How focusing on a niche can attract aligned sponsors
• Packaging a podcast with other media assets to increase deal value
• Long-term brand relationships in underrepresented industries
• Creating deliverables that meet sponsor needs across platforms
• Treating your podcast like a business from day one

Danielle Bezalel, MPH (she/her) is the Creator, Executive Producer, and Host of Sex Ed with DB — a smart, science-backed podcast delivering inclusive sex education from top experts in sex, sexuality, and pleasure. With a Master of Public Health from Columbia University and deep experience in the reproductive health space, Danielle helps bridge the gap between education, empowerment, and media strategy.

She lives in Oakland, CA and is available for live and virtual speaking engagements.

Learn more: sexedwithdb.com

Email: sexedwithdb@gmail.com

Follow: TikTok, Instagram, Threads, YouTube: @sexedwithdb

00:00 – Introduction | Meet Danielle Bezalel and her podcasting journey

05:30 – The Power of Niche | How focusing on a niche can attract sponsors

12:00 – Building Sponsor Relationships | The art of long-term sponsorships

20:00 – Creative Sponsorship Packages | Deliverables that add value

30:00 – Professionalism in Podcasting | Treating your podcast like a business

40:00 – Insights and Advice | Key takeaways for aspiring podcasters

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.

How are today’s creators rethinking monetization and what role does trust play in podcast growth?

In this episode of PodBiz, NJ sits down with James Cridland, Editor of Podnews and radio futurologist, for a high-level look at current state of podcast monetization. James shares how creators are expanding beyond traditional advertising into value-for-value models, subscriptions, and newsletters that build real trust with their audiences. With clarity and candor, James discusses how the medium is evolving and how Podnews itself became an industry staple by doing one thing very well, consistently.

As he puts it:

We dive into the ecosystem-wide shifts reshaping podcast monetization and audience engagement, including:

• How creators are leveraging value-for-value models to align with listeners
• The overlooked power of newsletters in a fragmented media landscape
• Why consistency still drives growth and discovery
• What Podcasting 2.0, location tags, and new tech mean for creators today
• James’ own journey with Podnews and what he sees coming next for the industry

James Cridland is Editor of Podnews, the leading daily podcast industry briefing, and a renowned radio futurologist. A former strategist at Virgin Radio and the BBC, James has spent decades helping platforms and creators innovate across streaming, radio, and podcasting. His work has shaped open podcasting standards, and his newsletter now reaches thousands of professionals every day with trusted, global insights.

Website: https://podnews.net

Newsletter: Subscribe to Podnews

LinkedIn: https://www.linkedin.com/in/jamescridland/

02:15 – Exploring Revenue Streams in Podcasting

08:30 – Value for Value and Community Engagement

15:45 – The Power of Newsletters for Growth

22:10 – The Importance of Consistency

30:00 – Podcasting Technology and Future Trends

38:20 – James’s Personal Journey and Industry Reflections

Some Additional PodBiz Buzz:

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.

In this episode of PodBiz, Norma Jean Belenky speaks with Molly DeMellier, COO of Sundaze PR, about how creators can use earned media, slow-burn PR, and community building to increase visibility and diversify podcast revenue. Molly shares how understanding the difference between PR and marketing- and leaning into the long game- can help creators build sustainable brand value. We also dig into her career journey from Acast to leading a boutique podcast PR agency, and what’s next for audio in mainstream media.

As she puts it:

• Why community is a cornerstone of podcast growth
• The difference between PR and marketing in a podcasting context
• How creators can prepare for press with a media-first mindset
• Diversified monetization strategies beyond just ads
• The rise of podcasts in mainstream recognition (hello Golden Globes)

Molly DeMellier is the COO of SunDaze PR, a boutique agency that helps podcasters and creators gain long-term visibility through strategic PR campaigns. With deep expertise in creator strategy, earned media, and podcast positioning, Molly leads SunDaze’s efforts to put high-quality shows in front of the audiences that matter most.

Connect with Molly on LinkedIn

Learn more at SunDaze PR

03:00 – Community is Currency | Why listener relationships still matter most

06:00 – PR vs. Marketing | Key distinctions for podcast visibility

10:00 – Molly’s Career Journey | From Acast to building a PR agency

15:00 – Mainstream Media | How podcasting is being taken seriously

20:00 – Final Thoughts | Why Golden Globes 2026 signals a turning point

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.

What can indie podcasters learn from building a podcast software company from the ground up?

In this episode of PodBiz, Norma Jean Belenky speaks with Mark Asquith, co-founder and Managing Director of Captivate, about building a service-first software company, Captivate’s acquisition by Global, and how the independent creator economy continues to evolve. Mark shares why putting people and experience first has been his guiding principle- and how that mindset benefits both software companies and podcasters alike.

As he puts it:

Here are some insightful moments from the episode:

• How podcasting’s revenue streams have diversified since 2014
• Why the top 1% of shows will always attract the biggest ad spend—and how indie creators can still win
• How Captivate built a loyal audience through service, not just software
• Lessons from Captivate’s acquisition by Global and what changed afterward
• Why putting experience first is the best growth strategy
• What the rise of mainstream podcast awareness means for indie creators

Mark Asquith is the co-founder and Managing Director of Captivate, a UK-based podcast hosting, analytics, and monetization platform acquired by Global in 2021. Known as “That British Podcast Guy,” Mark is one of the United Kingdom’s original podcasting experts and is recognized worldwide as an insightful, thought-provoking, and actionable podcast industry keynote speaker. A creator, startup founder, and advocate for independent podcasters for over a decade, Mark has built his career on a service-first approach, focusing on brand experience, community, and creator support.

Connect with Mark on LinkedIn

Learn more at Captivate.fm

00:29 – Where’s the Money? | How podcast monetization has evolved

03:51 – New Revenue Streams | Live events, subscriptions, fan engagement

04:59 – How Mark Got Started | From pop culture podcasting to software founder

08:10 – People First | Why service and experience drive success

12:21 – Captivate’s Differentiator | More than a software company

14:07 – Starting Over? | Why he wouldn’t change a thing

15:33 – The Global Acquisition | How it happened and what stayed the same

19:17 – The Ripple Effect | How mainstream deals helped indie podcasters

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.

In this episode of PodBiz, Norma Jean Belenky speaks with Bryan Barletta, partner at Sounds Profitable, about sustainable podcast growth, industry transparency, and the future of audio as a media platform. Bryan shares how creators and companies alike can think beyond short-term ad models and lean into strategic momentum, consulting, and collaboration to thrive in podcasting today.

As he puts it:

Here are some insightful moments from the episode:

• Why advertising is just the tip of the podcast monetization iceberg
• How transparency and subscription support unlock long-term revenue
• The power of building industry momentum with partnerships
• What podcasting can learn from YouTube’s creator economy
• Why consulting and hands-on support still matter most
• How thinking like a media company changes your podcast strategy

Bryan Barletta is the co-founder of Sounds Profitable, a leading trade publication and partnership network advancing the business of podcasting. With a background in attribution and ad tech, Bryan previously worked at Barometric and Megaphone before founding Sounds Profitable to bring clarity, transparency, and strategic insight to the podcast industry.

Connect with Bryan on LinkedIn

Learn more at SoundsProfitable.com

00:16 – Where’s the Money? | Bryan breaks down podcast revenue beyond ads

01:49 – Subscriptions & Support | What fans value—even if they don’t always listen

04:40 – Bryan’s Career Path | From ad tech to industry advocate

06:17 – Industry Lessons | Why podcasting failed to upskill creatives

10:15 – Building Momentum | How Sounds Profitable hit 200+ partners

12:45 – Case Study: SXSW | Activating opportunities with short timelines

15:00 – Consulting & Value | What partners really get from Sounds Profitable

17:43 – Community & Network | Why collaboration still drives podcasting

20:49 – If Starting Over | What Bryan would do differently

23:42 – Future Vision | Podcasts as media companies, not just shows

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.

Can storytelling really be the most valuable skill in podcasting- and in business?

In this episode of PodBiz, Norma Jean Belenky speaks with Laura Joyce Davis, CEO of Narrative Podcasts and Managing Editor of the Stanford Storytelling Project, about the power of narrative podcasting. Laura shares how she went from launching Shelter in Place on the first day of lockdown to producing 200 episodes, founding a company, and now teaching podcasting at Stanford and Google.

As she puts it:

Here are some insightful moments within the episode:

• Why storytelling is the most valuable skill in podcasting
• How Shelter in Place became both a lifeline and a launchpad
• Why the revision process matters more than quick wins
• The importance of separating ‘creator brain’ from ‘marketer brain’
• Building an audience before launching a podcast
• How AI can serve as a creative companion, not a replacement

Laura Joyce Davis is the CEO of Narrative Podcasts and Managing Editor of the Stanford Storytelling Project. She created the award-winning Shelter in Place, has trained dozens of emerging podcasters, and now teaches storytelling at Stanford, Stanford Continuing Studies, and Google. She is also writing a forthcoming book on narrative podcasting.

Connect with Laura on LinkedIn: https://www.linkedin.com/in/laurajoycedavis/

Learn more at Narrative Podcasts: www.narrativepodcasts.com

00:00 – Storytelling as a vital skill

01:47 – Can you really make money in podcasting?

05:00 – How narrative podcasting builds life skills

07:28 – Shelter in Place: a pandemic project becomes a career

11:12 – Learning by doing: 200 episodes, zero training wheels

13:06 – Why revision is where the magic happens

17:52 – Building Narrative Podcasts to train new creators

22:12 – From burnout to Stanford

25:29 – The mindset shift that makes or breaks creators

29:08 – Creator brain vs. marketer brain

32:31 – The community power of podcasting

33:28 – If starting over, what Laura would do differently

37:31 – AI as a creative companion

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.

In this episode of PodBiz, Norma Jean Belenky speaks with Alice Florence Orr, Staff Writer and Managing Editor at Podcast Review and BBC Radio contributor, about the realities of podcast PR, pitching, and discoverability. Alice shares the common mistakes creators make when pitching their shows, how to think beyond “industry validation,” and why audio-only podcasts still have a unique space in the market.

As she puts it:

• Why “selling IP” isn’t the only way to make money in podcasting
• The pitfalls of podcast PR and what makes a pitch stand out
• How independent creators can leverage ads, subscriptions, and branded partnerships
• Why discoverability remains the industry’s biggest challenge
• The future of audio-only podcasts in a video-saturated market

Alice Florence Orr is the Managing Editor of Podcast Review and a BBC Radio contributor. Her work focuses on podcast criticism, media strategy, and discoverability, helping creators understand how to reach new audiences. She is also an active voice on LinkedIn, writing about podcasting, media, and culture.

🔗 Connect with Alice on LinkedIn

📖 Read her work on Podcast Review

00:52 – The Money Question | Where Alice sees revenue opportunities

01:44 – Independent Podcasting | Models beyond the big network buyout

04:21 – Reviewing Genres | Why niches and listening habits matter

07:25 – Finding Your Audience | Reverse-engineering discoverability

09:02 – Pitching Mistakes | What not to do in press releases

13:19 – What Reviewers Need | How to make your podcast pitch stand out

17:17 – Discoverability Challenges | Why apps alone won’t get you found

23:38 – Getting Into Podcasting | Alice’s career journey and BBC contributions

27:34 – Looking Ahead | Why audio still matters in a video-first world

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.