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!
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.
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.
Acast’s Milly Botes on Driving Podcast Revenue with Ads & Partnerships
Season 1 · Episode 1
Monday, July 14, 2025 • Duration 27:34
How are leading platforms evolving podcast monetization in 2025 and beyond?
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,
“authenticity is key for creators in monetization.”
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.
Adam McNeil of ADOPTER Media on Host-Read Ads & Podcast Monetization
Season 1 · Episode 2
Monday, July 14, 2025 • Duration 21:39
What actually makes a podcast ad perform, and how do brands decide who gets the spend?
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,
“host-read ads don’t scale- relationships do.”
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.
Here are some insightful moments within the episode:
00:00 – Host-Read Ads: What Works & Why
Some Additional PodBiz Buzz..“Attribution is broken, but it’s getting better.”“If creators don’t know their audience, brands will.”“The best media buyers are part strategist, part therapist.”
Danielle Bezalel on Sponsorships, Niches & Building a Podcast Business
Season 1 · Episode 3
Monday, July 14, 2025 • Duration 27:37
How do you turn 1,200 downloads a month into a six-figure podcast business?
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:
“The money in podcasting is in advertising and long-term sponsorships.”
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.
Here are some insightful moments within the episode:
00:00 – Introduction | Meet Danielle Bezalel and her podcasting journey
Some Additional PodBiz Buzz..“I’ve gone really hard on this niche because I know I’m an asset to these companies.”“Treating your podcast like a business is so important.”
James Cridland on Podcast Revenue, Community & the Future of Audio
Season 1 · Episode 4
Monday, July 21, 2025 • Duration 38:12
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:
“It’s about providing value and creating a community around the people you serve.”
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.
Here are some insightful moments within the episode:“Newsletters bypass all of the algorithms.”“Consistency is the real win.”
Molly DeMellier of Sundaze on PR, Community, and Diversified Podcast Revenue
Season 1 · Episode 5
Monday, July 28, 2025 • Duration 19:41
How do you grow a podcast with long-term visibility instead of short-term spikes?
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:
“PR is very much a slow burn and it can take a very long time to pay off.” Here are some insightful moments within the episode:
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.
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
Some Additional PodBiz Buzz...“Community is exactly the right word there.” “The way that businesses have really taken hold of the influence that these creators have, it's completely reshaped media.” “The sweet spot is really in diversified revenue streams.” “Seeing that podcasts are going to be added to the Golden Globes in 2026 is so exciting.”
Mark Asquith on Captivate, Diversifying Podcast Revenue, and the Rise of Indie Creators
Season 1 · Episode 7
Monday, August 11, 2025 • Duration 21:48
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:
“Give people the best experience every time they interact with you or your brand, no matter the outlet.”
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.
“Treat everyone with the same level of respect—no matter who they are.”“We built Captivate for serious podcasters, not everyone.”“The audience for podcasts is bigger than it’s ever been.”“Experience is what people remember—not features.”
From Podcast Ads to Media Empires: Bryan Barletta on Building Value in Audio
Season 1 · Episode 6
Monday, August 4, 2025 • Duration 23:41
How can podcast creators build lasting impact in a fast-moving industry?
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:
“Everything we’re doing is growth—even if your podcast doesn’t have ads, you’re promoting your brand.”
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.
00:16 – Where’s the Money? | Bryan breaks down podcast revenue beyond ads
| What fans value—even if they don’t always listen
“Subscriptions continue to be a thing that’s incredibly valuable.”“Podcasting is a killer job entry point for the creator economy.”“The networking is so killer—your network is your net worth.”“Momentum is really it. It’s thinking in years, not weeks.”“The word podcasting is unifying creators across platforms.”“We consistently underpromise and overdeliver—and that builds trust.”
Why Storytelling is the Real Currency in Podcasting with Laura Joyce Davis
Season 1 · Episode 14
Monday, September 29, 2025 • Duration 41:13
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:
“The magic happens in the revision process. That’s where professional growth, creative breakthroughs, and the best ideas live.”
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
Episode Chapters
00:00 – Storytelling as a vital skill
01:47 – Can you really make money in podcasting?
Some Additional PodBiz Buzz…“Good work will always stand the test of time.”“When you can turn research and interviews into a great story, that’s the skill that will bring money, profit, and success to you.”“You don’t become an expert until you learn by doing — over and over again.”
Pitching Podcasts That Get Noticed with Alice Florence Orr
Season 1 · Episode 13
Monday, September 22, 2025 • Duration 30:23
How do you pitch your podcast so it actually gets noticed?
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:
“Most pitches fail because they don’t tell me why the podcast matters to an audience.” Here are some insightful moments within the episode:
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.
Some Additional PodBiz Buzz...“Just because… if you want to make a million dollars, you’ve got to sell your podcast. That doesn’t mean that’s the only way to have a career in this industry.”“You can have a really successful podcast with only a few hundred dedicated listeners.”“If it ain’t working and you don’t feel like it’s a fit, maybe you should just move on and try something else.”
“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.
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.
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.
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.
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.
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
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.
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
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.
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.
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.
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