What Podcast Metrics Actually Matter? Tom Webster on Discovery, Data & the Future of Audio

Why Brands Are Investing Beyond Podcast Downloads with Ricardo Neto of Acast

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 PodBiz, Ricardo Neto, Managing Director of US Sales at Acast, explains how brands are evaluating creators beyond RSS downloads. Podcast hosts are increasingly building influence across YouTube, social media, video, live events and branded experiences, giving advertisers more ways to reach their audiences and creators more ways to monetize their work. Ricardo also shares why smaller shows can sometimes generate deeper engagement, how authentic brand relationships can grow from a host-read ad into a much larger partnership and why podcasting’s open ecosystem remains important as the industry expands. As Ricardo puts it: > “We’re evaluating influence and we’re working with creators that maybe we wouldn’t have in the past based on the size of their RSS, but they have really strong socials, really strong YouTube.” HERE ARE SOME INSIGHTFUL MOMENTS WITHIN THE EPISODE: * Why major brands are investing more meaningfully in podcast advertising * How Acast evaluates creators across RSS, social media and YouTube * Why niche audiences can be more engaged than audiences of larger shows * How brand safety and suitability tools are helping more advertisers enter podcasting * Why creator partnerships can grow from host reads into branded content, events and tour sponsorships * How video gives podcasters access to content and video budgets * Why podcast listeners will increasingly move between audio and video * How authentic brand partnerships can motivate audiences to take action * Why curiosity matters as podcasting continues to evolve * What Acast looks for when hiring multiplatform podcast sales professionals ABOUT RICARDO NETO Ricardo Neto is the Managing Director of US Sales at Acast, where he works with brands, agencies and creators to develop podcast advertising and omnichannel partnerships. Before joining Acast, Ricardo worked at Spotify during a period of significant investment and expansion within podcasting. His experience spans digital audio, podcast advertising, creator partnerships and the New York advertising industry. EPISODE CHAPTERS (01:27) Where is the money in podcasting? (03:58) Defining the podcast-first creator (06:47) Measuring influence beyond RSS downloads (09:58) Why audience fit matters more than size (11:13) Brand safety and suitability in podcast advertising (14:00) Why niche podcast audiences drive engagement (16:03) Moving advertisers beyond vanity buying (19:14) Growing host reads into larger brand partnerships (20:33) Ricardo’s journey from Spotify to Acast (24:38) Competing for video and content budgets (27:59) Protecting the open podcast ecosystem (30:00) How listeners move between audio and video (32:08) Why the podcast industry remains collaborative (34:27) Helping creators build sustainable careers (37:11) How loyal audiences support podcast advertisers (38:36) Simplifying omnichannel creator campaigns (40:20) Staying curious as the industry changes (44:02) How sales teams work directly with creators (46:00) Building a multiplatform podcast sales team (49:06) The future of omnichannel podcasting SOME ADDITIONAL PODBIZ BUZZ... > “The data says that people are more engaged with smaller shows than they are with big shows.” > “At the end of the day, everything comes down to authenticity.” > “This channel moves audiences to action.” > “Everyone can access the rails, which is really, really important.” > “The toothpaste is out of the tube. It’s going to continue to be omni (channel.)" 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 [https://acast.com/privacy] for more information.

One Year of PodBiz: Where the Money Is in Podcasting?

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 learn from some of the industry's most successful companies and independent podcasters. They also share what surprised them most about producing a weekly show, the emotional decision to release their tribute episode following the passing of podcasting pioneer Todd Cochrane, and why the biggest lesson from Year One is that there isn't just one way to build a successful podcast business. As Norma Jean says: > "When we don't have transparent conversations around monetization, that's when people get left out." > HERE ARE SOME OF THE BIGGEST LESSONS FROM ONE YEAR OF PODBIZ: • Why transparency is still podcasting's greatest competitive advantage • The three revenue models that consistently appeared across more than 50 interviews • Why niche audiences often outperform bigger download numbers • What creators misunderstand about sponsorships, advertising, and brand partnerships • The production systems required to consistently publish a professional podcast • How sponsorship gave PodBiz something even more valuable than revenue: bandwidth • The guests and conversations that changed the way we think about podcasting • What's next for PodBiz as the show enters Year Two Norma Jean Belenky is the founder of NJB Media, an audience development strategist, and a member of the Board of Governors of The Podcast Academy. John Kiernan is the founder of Pod House Productions, helping creators and brands launch, produce, and grow podcasts. Connect with Norma Jean on LinkedIn: https://www.linkedin.com/in/njbelenky/ Connect with John on LinkedIn: https://www.linkedin.com/in/johnkiernanmusic/ Learn more about PodBiz: https://shows.acast.com/podbiz EPISODE CHAPTERS (01:16) Celebrating One Year of PodBiz (03:02) Why We Started PodBiz (04:47) Why Transparency Creates Better Podcast Businesses (06:42) Delivering Real Value Instead of Industry Buzzwords (09:09) Three Podcast Monetization Models That Actually Work (11:26) Why Niche Podcasts Attract Better Sponsors (14:14) What Advertisers Want Every Creator to Understand (17:17) Remembering Todd Cochrane (21:47) What It Really Takes to Produce a Weekly Podcast (23:17) PodBiz's Biggest Wins During Year One (26:09) Why Sponsorship Changed the Way We Build the Show (28:42) Building Partnerships That Support Podcast Growth (29:15) Never Be Afraid of Your Numbers (30:53) Looking Back at More Than 50 Incredible Guests (36:56) What We're Building in Year Two (38:00) Where Is the Money in Podcasting? SOME ADDITIONAL PODBIZ BUZZ... > "When we don't have transparent conversations around monetization, that's when people get left out." > "That's when people miss the opportunity to go from hobbyist creator to professional media company." > "The hardships of running a show is just being consistent." > "It never occurred to me that we would have bandwidth." > "Never be afraid of your numbers. Never be afraid of your metrics." Thank you to our sponsors: Lean and Loaf Your one stop shop for podcast video and audio post production. www.leanandloaf.com [http://www.leanandloaf.com] Podnews Daily news for the podcast and on-demand audio industry. www.podnews.com [http://www.podnews.com] Headliner / Disco Disco converts your readers into podcast listeners. Quickly create, clip, and caption podcast videos with ease. Turn one full-length video into optimized, accessible podcast clips. www.headliner.app [http://www.headliner.app] 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 [https://acast.com/privacy] for more information.

Why Independent Podcasters Need More Than Downloads with Rebecca Dalby of Triton

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 alongside Spreaker and iHeartMedia, and how creators can build a more lucrative revenue model. As she puts it: > “When it comes to real value behind programmatic transactions and making money on audio, it all comes down to relationships and the people behind it.” Here are some insightful moments within the episode: • Why human relationships drive automated programmatic transactions •How podcasters can successfully adapt a layered monetization strategy • The structural breakdown of SSPs (Supply-Side Platforms) and DSPs (Demand-Side Platforms) • Transitioning from independent start-up culture to a major media acquisition • Shifting the mindset from chasing high CPMs to maximizing overall yield (RPM) •Best practices for smart testing and tracking measurable audio campaigns • Ensuring brand safety with real-time transcription and ad quality tech • The future of digital media and programmatic transactions via AI agents Rebecca Dalby is the VP of Demand at Triton Digital. With a strong background in digital media and growth strategies, she previously led the Spreaker Prime Network team before transitioning into a global role managing demand across streaming and emerging audio formats. Connect with Rebecca on LinkedIn: / rebeccadalby Learn more at Triton Digital: www.tritondigital.com Episode Chapters (01:47) Where is the Money in Podcasting? (03:10) Host-Read Ads vs. Layered Monetization Strategy (04:47) Platform Partnerships for Mid-Tier Creators (06:22) Breaking Down the Acronyms: SSPs and DSPs (09:03) From Glamping to Audio: Rebecca’s Career Journey (11:12) The iHeartMedia Acquisition and Maintaining a Startup Mentality (12:33) Merging Spreaker and Triton Digital (13:54) PodBiz Buzz: Lean & Loaf Mid-Roll (15:18) Leading the Spreaker Prime Network (17:52) Shifting from Hyper-Niche Targets to Always-On Campaigns (19:31) The Gap Between Audio Consumption and Ad Budgets (21:14) Helping Buyers Test Audio Smarter (22:41) Setting Clear Objectives for Brand Lift (25:29) Why Post-Campaign Transparency Matters (27:34) Why Creators Should Care About Yield Over CPM Floor (31:17) Real-Time Campaign Tweaking in a Dynamic Landscape (32:32) Holistic Monetization: Live Shows and Merchandise (35:14) Pushing Past Creator Burnout (37:49) What People Don’t Know About Rebecca’s Daily Role (39:41) Content Suitability Tools and Episodic Pre-Bid Transcription (42:15) Preventing Bad Ad Fits on Sensitive Content (43:32) The Ongoing Need to Educate Publishers (46:56) Why Asking “Dumb Questions” Builds Better Careers (48:54) How Global Remote Work Changed Rebecca’s Career (53:27) AI Agents and the Future of Digital Media Transactions (55:47) Life Updates and the Next Generation of Podcasters Some Additional PodBiz Buzz… > “To keep the podcast industry thriving and growing as it is now, it's kind of the duty of those podcast platforms to partner with creators.” > “Just because you try something once as a buyer and it doesn't work... doesn't mean that audio doesn't work for your brand.” > “Tweaking floor pricing and constant monitoring will allow you to unlock a serious amount more of revenue.” Thank you to our sponsors: Lean and Loaf Your one stop shop for podcast video and audio post production. www.leanandloaf.com [http://www.leanandloaf.com/] Podnews Daily news for the podcast and on-demand audio industry www.podnews.com [http://www.podnews.com/] Headliner / Disco Disco converts your readers into podcast listeners. Quickly create, clip, and caption podcast videos with ease. Turn 1 full-length video into 10 optimized, accessible podcast clips. www.headliner.app [http://www.headliner.app/] 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 [https://acast.com/privacy] for more information.

Why Independent Podcasters Need More Than Downloads with Liam Heffernan

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 they serve, how their audience behaves, and where real value can be built. Liam joins us to discuss why community matters more than raw download numbers, what independent creators should look for in a podcast network, and why mid-sized shows can be some of the most commercially interesting podcasts in the market. We also get into what makes a podcast a good fit for Mercury, why the relationship between creators and networks needs to be more than transactional, and how independent podcasters can think more strategically about growth. Liam also shares the story behind Independent Podcast Day, a new initiative celebrating the creators building shows outside the traditional media system. From launching Mercury to creating Orbit, Liam offers a practical look at the future of independent podcasting and why creators do not need the biggest audience to build a sustainable business. > “For me, the money is in community.” > “Downloads at face value are such a vanity metric because they only tell you a small part of the story.” IN THIS EPISODE, WE DISCUSS: * Why downloads only tell part of the story * How community creates stronger monetization opportunities * What independent podcast networks actually do for creators * Why mid-sized podcasts are often underserved * How Mercury Podcast Network evaluates new shows * Why niche audiences can be more valuable than mass audiences * The relationship between podcast networks and creator trust * The launch of Independent Podcast Day * How Orbit gives more creators access to network-level tools * Why video can expand podcasting without replacing audio ABOUT LIAM HEFFERNAN: Liam Heffernan is the Founder and CEO of Mercury Podcast Network, an independent podcast network focused on helping creators grow, monetize, and build sustainable podcast businesses. Before launching Mercury, Liam worked in radio, finance, and podcast production, giving him a practical view of both the creative and commercial sides of audio. He is also the creator of Independent Podcast Day, an initiative designed to celebrate independent podcasters and spotlight the creators who continue to shape the future of the industry. Website: https://mercurypodcasts.com/ Independent Podcasters Day: https://independentpodcastersday.com/  Mercury LinkedIn: https://www.linkedin.com/company/mercury-podcast-network EPISODE MOMENTS: (02:04) Community is King (07:23) Liam’s journey from banking to podcasting (14:53) Why Mercury Podcast Network exists (22:53) How Mercury chooses the podcasts it represents (25:43) The story behind Independent Podcast Day (31:47) Why audience comes before monetization (36:29) Orbit and expanding access for independent creators (42:59) Lessons from building an independent podcast network (47:40) Why video is expanding podcasting Some Additional PodBiz Buzz: > “I've said to many people in sort of how I come back to the success and sort of the monetization of our network is, is relational, not transactional. That's why not our first year, you know, I had bills to pay, but, I wanted to focus on building something that felt meaningful, that felt arguable, because, you know, long term that that's where the money is.” 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 [https://acast.com/privacy] for more information.

Building Creator-Owned Media with Stella Young of Tiny Legends and This Is TV Now

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, and audience relationships very differently than digital media. > "If you have a big Patreon, you're making more money than the biggest podcast from ads. I'm a big believer in people helping people. That's where the money is." In this episode, Stella shares lessons from producing comedy podcasts, working with creators and celebrities, launching viral content strategies, and building a production company focused on quality over quantity. She also offers a candid look at the realities of podcast production, the challenges of pricing creative work, and why she believes the future belongs to creator-owned media. IN THIS EPISODE WE DISCUSS: * Why Stella believes memberships outperform advertising for many creators * The differences between YouTube culture and podcast industry culture * How Tiny Legends built a reputation through viral podcast clips * Why social media audiences and podcast audiences are often different products * The rise of video-first podcast strategies * Creator ownership, audience control, and intellectual property * The challenges of producing celebrity-driven podcasts * Building a sustainable production company * Why many podcast producers struggle to charge what they're worth * The launch and mission behind This Is TV Now * What podcasting can learn from digital creators and influencers CONNECT WITH STELLA YOUNG Instagram: https://www.instagram.com/stellatheproducer https://www.instagram.com/tinylegends.prod Tiny Legends https://www.tinylegends.media This Is TV Now https://www.thisistvnow.com LinkedIn: https://www.linkedin.com/in/stella-young ABOUT STELLA YOUNG Stella Young is the founder of Tiny Legends, a production company specializing in creator-led content, podcast production, and digital media strategy. With roots in the YouTube creator ecosystem, Stella has worked across live events, comedy podcasts, social media, and content production. She is also the co-host of This Is TV Now, a new podcast exploring the intersection of creators, entertainment, internet culture, and the future of media. EPISODE CHAPTERS (01:44) Where Is the Money in Podcasting? (05:20) What Podcasting Gets Wrong About Creators (13:31) From YouTube and Live Events to Podcast Production (18:23) Why Podcast Clips Became a Growth Engine (20:23) The Difference Between Viral Clips and Podcast Downloads (22:12) Building Tiny Legends (25:03) Celebrity Podcasts and Authenticity (27:12) Video-First Podcasting and Membership Revenue (34:44) Launching This Is TV Now (39:46) Producer Pay, Transparency, and Industry Challenges (51:56) What Stella Would Do Differently Starting Over (54:26) The Future of Creator-Owned Media SOME ADDITIONAL PODBIZ BUZZ > "The future is podcasters becoming influencers and going directly to brands and audiences." > "I was pretty early on the clip train. I was like, we need to do a really good clip every day." > "I think the best way for creators is people funding people." > "Embracing this mentality gives creators more control over their audience, their IP, and the way they build their business." > "I think the future belongs to creators who own their relationship with their audience." 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 [https://acast.com/privacy] for more information.