PodBiz | Where's The Money In Podcasting?

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 creatorsThe differences between YouTube culture and podcast industry cultureHow Tiny Legends built a reputation through viral podcast clipsWhy social media audiences and podcast audiences are often different productsThe rise of video-first podcast strategiesCreator ownership, audience control, and intellectual propertyThe challenges of producing celebrity-driven podcastsBuilding a sustainable production companyWhy many podcast producers struggle to charge what they're worthThe launch and mission behind This Is TV NowWhat podcasting can learn from digital creators and influencersConnect with Stella YoungInstagram: https://www.instagram.com/stellatheproducer https://www.instagram.com/tinylegends.prodTiny Legends https://www.tinylegends.mediaThis Is TV Now https://www.thisistvnow.comLinkedIn: https://www.linkedin.com/in/stella-youngAbout Stella YoungStella 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 MediaSome 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 for more information.

Where is the money in podcasting when you’re not chasing a big network buy?This week on PodBiz, NJ sits down with Matt Cundill (AKA Captain Canada), founder of Sound Off Media, longtime radio and podcast strategist to talk about what monetization really looks like for independent podcasters.Matt breaks down what he calls “small buckets of money” and why the biggest revenue often comes from one or two direct advertiser relationships rather than large agency buys. He explains how newsletters, websites, and owned inventory often get overlooked, and why podcasters should think beyond just pre-roll and mid-roll ads.He also shares insights on Canadian podcast markets, exportability, and why comparison across borders can distort expectations.As Matt puts it:“The best money you're going to find is going to be the deals that you cut individually with an advertiser or a client or a partner.”The conversation moves into audience development, consumption data, and what makes a show sustainable long term. From three-year audience timelines to personality-driven growth, this episode is a practical look at podcasting as a business.In this episode, we cover:• Why “small buckets of money” add up • The one or two advertisers every show should focus on first • How to leverage newsletters and inventory beyond the audio feed • Why Canadian podcasts face different scaling realities • The three-year rule for building an audience • Consumption metrics and why 80 percent matters • Personality, hosting skills, and mic discipline • Taking breaks without killing momentum • Why video is a marketing tool more than a revenue engineEpisode Chapters (01:55) Where’s the money in podcasting (04:15) The one or two advertisers that matter most (06:21) Grants, foundations, and brand fit (09:51) From radio to podcasting (11:18) Dynamic ad insertion and monetization (17:22) Three years to build an audience (23:08) Consumption data and tightening your show (27:18) Canadian markets and scale realities (34:33) What Matt would do differently (37:35) Video as marketing and the coming equipment glutAbout Matt CundillMatt Cundill is the founder of Sound Off Media, a podcast network and consulting company based in Canada. With a background in radio programming and voiceover, Matt helps podcasters refine their sound, grow their audiences, and build sustainable advertising models.Find him on socials at @mattcundill on X, Instagram and Facebook. Some Additional PodBiz Buzz“Small buckets of money is what I like to call it.”“The best money you're going to find is going to be the deals that you cut individually with an advertiser or a client or a partner.”“It takes three years to build an audience.”“We wanna get you to 80 percent consumption.”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 does it actually take for an independent podcast to become partner-ready? This week on PodBiz, NJ speaks with Michael Osborne about how shows move from passion projects to major media partnerships and why that transition is almost never fast or accidental.Michael has built and produced multiple podcasts that successfully partnered with organizations like Smithsonian Magazine, PRX, and Wondery. Across those projects, he’s seen firsthand how patience, clarity of concept, and real audience feedback matter far more than chasing trends.As he explains:“Minimum viable product and a partner-ready show are not the same thing.”Throughout the conversation, Michael and NJ unpack what creators often misunderstand about timing, originality, and the work required to make a podcast attractive to partners without losing its creative core. They also explore why most successful deals come years into a show’s life and how audience research, not downloads alone, shapes long-term growth.This episode offers a grounded look at podcasting as a business built on iteration, collaboration, and trust.Key Topics Discussed• The difference between indie experimentation and industry readiness• How podcasts evolve into partner-ready properties• Why originality of concept and host both matter• Audience research as a growth and development tool• Why partnerships take years, not months• Increasing value density in audio storytelling• The role of producers and collaborators in refining shows• Balancing creative fulfillment with sustainable business goalsAbout Michael OsborneMichael Osborne is a seasoned podcast producer and consultant based in Austin, Texas. He launched his first show, Generation Anthropocene, in 2011 during his PhD studies in climate science at Stanford University. The podcast later partnered with Grist and Smithsonian Magazine. Michael went on to develop Raw Data, a narrative podcast that collaborated with PRX and PRI, and Famous & Gravy, a dead celebrity biography podcast currently partnering with Wondery. His work has earned multiple Webby and Signal Awards, including for Famous & Gravy, Black Women of Amherst College, and Stanford’s From Our Neurons to Yours. Michael has also delivered two TEDx talks and operates 14th Street Studios, a production and consulting firm in downtown Austin.Connect with Michael on LinkedIn: https://www.linkedin.com/in/michael-c-osborne/Threads: https://www.threads.net/@famousandgravyFacebook: https://www.facebook.com/profile.php?id=100076654703402Episode Moments(01:04) Michael’s path from academia to podcasting(03:13) Three shows, three different partnerships(05:48) Originality and value density in podcast concepts(10:51) Why partner timelines are longer than creators expect(14:56) MVP versus mature, partner-ready shows(16:20) Gathering meaningful audience feedback(19:01) Interactive formats and listener insight(24:41) Producing podcasts as a long-term practice(31:25) Sustainability and creative careers(38:43) How partners evaluate podcast projects(44:01) The future of audio-first storytellingSome Additional PodBiz Buzz“A lot of people think success happens quickly, but most of the meaningful progress happens quietly over time.”“Audience feedback tells you things downloads never will.”“The shows that last are the ones that keep learning.”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 changes when podcasting moves from experimentation to infrastructure?This week on PodBiz, NJ speaks with Colin Anderson, Head of Network Development at the Office Ladies Podcast Network, about how podcasting has evolved into a serious commercial business and what that means for creators, networks, and advertisers operating at scale.Colin brings a perspective shaped by years inside podcast production, strategy, and network development. He explains why more advertiser money is flowing into podcasting than ever before, how networks think about audience value beyond downloads, and why community still matters even as the industry becomes more corporate.As he puts it: “The money’s here. There’s more money than ever.”The conversation also explores how podcasting culture has shifted from its early indie roots to a more structured, professionalized industry. Colin reflects on what has been gained, what has been lost, and how creators and operators should think about sustainability, loyalty, and long-term value in a changing ecosystem.Key Topics Discussed• Why advertiser demand in podcasting continues to grow • How podcast networks evaluate shows and revenue potential • Audience value beyond scale and raw download numbers • The role of community inside networked podcast businesses • Podcasting’s shift from indie culture to corporate infrastructure • Loyalty, labor, and evolving work culture in media • The influence of legacy media on podcast growth • What the next phase of podcast networks looks likeAbout ColinColin Anderson is Head of Network Development at the Office Ladies Podcast Network, where he works on network strategy, partnerships, and show development. He has spent his career across podcast production, monetization, and network leadership, giving him a clear view of how the industry has matured.Website: colinanderson.infoLinkedIn: https://www.linkedin.com/in/mrcolinanderson/Episode Moments(01:02) The current state of podcast monetization (07:20) Community and audience value at scale (12:21) Colin’s path through the podcast industry (17:53) How podcast networks have changed (24:54) Work culture and loyalty in media (30:50) Legacy media’s role in podcast growth (37:08) The outlook for creators inside networks (44:06) Navigating podcasting as a businessSome Additional PodBiz Buzz“Funny is funny, but it’s different to different people.”“Podcasting could support journalism in a way that print has failed.”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.

Why do so many podcasters focus on monetization before they’ve solved distribution and audience growth?This week on PodBiz, we’re joined by Greg Wasserman, Head of Relationships at RSS.com, to break down how podcasters actually build leverage in the industry and why relationships, not just downloads, are at the core of sustainable growth.Greg challenges the industry’s obsession with ads and sponsorships as the only path to revenue. Instead, he explains why podcasting works best when it’s treated as part of a broader business strategy, whether you’re a creator, agency, or brand. From audience growth to distribution gaps to relationship-driven ROI, Greg offers a clear framework for thinking about podcasting as a long-term asset.As he puts it:“You want more money? Then go focus on how do you grow your audience.”He also emphasizes that many podcasters limit their growth by staying inside a single ecosystem rather than taking advantage of open distribution through RSS.This episode is a practical conversation about where value is actually created in podcasting and how creators can stop leaving opportunity on the table.Key Topics DiscussedThe three questions every podcaster asks: distribution, audience, moneyWhy monetization should not be the starting pointThe hidden cost of limiting your show to one ecosystemPodcasting as a relationship-driven business toolWhy most podcasters misunderstand ROIHow agencies leave money on the tableImproving as a host to grow audience trustCommunity building as a growth strategyWhy relationships are a form of currency in podcastingWhat excites Greg most about where the industry is headedAbout Greg WassermanGreg Wasserman is the Head of Relationships at RSS.com, where he leads creator and partner engagement across the podcast ecosystem. With a background in media sales, platform growth, and community building, Greg is known for connecting people, building long-term relationships, and helping podcasters think strategically about growth, distribution, and monetization.Find Greg on LinkedIn: www.linkedin.com/in/gregwasserman/Episode Chapters(01:18) Introducing Greg Wasserman(01:20) Where the money in podcasting really comes from(02:45) Podcasting as a business versus a media company(03:12) Rethinking monetization beyond ads(04:56) Why being a good host matters(05:17) Greg’s path into podcasting(06:00) Learning podcast distribution from platforms(06:56) The three questions podcasters always ask(07:38) Distribution as the fastest path to audience growth(08:13) Relationships as a career strategy(09:18) Where agencies leave money on the table(11:00) Improving your craft as a host(13:27) Building creator communities at RSS.com(15:59) Serving creators through feedback and partnerships(16:30) What Greg would do differently starting today(19:11) Why this is an exciting moment for podcastingSome Additional PodBiz Buzz“Life is about time and relationships.”“If you want more money, make sure you have those other 30 percent of your audience.”“Relationships can be currency. The more conversations you have, the more opportunities appear.”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.