Growth Trends, Research & Business of The Podcasting Industry

May 22, 2024

The Podcasting Industry

I’m pretty excited about this episode as I don’t often talk about the business side of the podcasting industry.  It has grown and changed so much in the past 5 years. And if you are just starting to get into the podcasting industry, it can feel overwhelming with so many options and avenues to optimize and monetize. 

I have Bryan Barletta from Sounds Profitable on the show to chat about working in the industry, research, trends, and what resources are at your fingertips to help understand the industry a bit more.

We cover: 

  • The evolution and challenges in the podcasting industry including technology, advertising and content. 
  • What types of businesses have emerged since podcasting exploded
  • Tips on navigating the business of podcasting 
  • How to define success in podcasting 
  • The relevance of video in podcasting and the pressure to optimize content
  • Advice on navigating the podcasting industry and knowing what resources are at your fingertips
  • How Sounds Profitable can serve podcast related businesses and podcasters 
  • How research on the industry can provide info on advertising and listener behavior 
  • What the Brands In Audio directory is and how to get involved.


Key Moments: 

[00:00]  Exploring the Podcasting Industry

[00:07]  How The Podcasting Indusry Is Evolving 

[03:19]  Podcasting Business Opportunities

[08:10]  Tips for Success and Avoiding Burnout

[15:56]  Inbound Services, Industry Support, and Empowering Podcasters

[22:25]  Current Trends and Research Focus

[30:38]  Brands in Audio Directory and Sounds Profitable Platform

[33:44]  Podcasting Partnerships


The Proliferation of Podcasting Businesses

Bryan notes that the podcasting industry has witnessed a surge of diverse businesses and services, catering to the needs of podcasters at various stages of their journey. From production companies and editors to iTunes promoters and video component providers, the industry has expanded far beyond the initial audio-only format.

Key Takeaways:

  • The podcasting industry has evolved from a simple “record and publish” model to a complex ecosystem of specialized services and businesses.
  • Podcasters now have access to a wide range of support, from production and editing to promotion and monetization.
  • The growth of these businesses has created new career paths within the podcasting industry, making it a viable option for those seeking employment.


Managing Expectations and Defining Success

One of the significant challenges facing new and aspiring podcasters is the pressure to achieve immediate success and financial gain. Managing expectations is key, says Bryan, along with defining success based on individual goals and passions, rather than comparing oneself to the top-tier podcasters.

Advice for Aspiring Podcasters:

  • Understand that not every podcast needs to be a revenue-generating business. Some can be created purely for personal enjoyment or community-building.
  • Avoid the trap of constantly comparing yourself to the “big names” in the industry. Focus on your own goals and find fulfillment in the process.
  • Consider podcasting as a potential career path, rather than solely as a means to generate income from the podcast itself.


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Sounds Profitable: A Resource for the Podcasting Community

Bryan shares the story behind the creation of Sounds Profitable, a comprehensive resource dedicated to empowering the podcasting community. As a trade association, Sounds Profitable provides a wealth of free, ad-free content, including newsletters, research, and industry insights, all aimed at educating and supporting podcasters at every level.

Key Features of Sounds Profitable:

  • Offers a daily newsletter covering the business of podcasting, as well as thought-leadership pieces on Wednesdays.
  • Conducts in-depth research on various aspects of the podcasting industry, including listener behavior and advertising trends.
  • Provides a platform for showcasing branded podcasts through the “Brands in Audio” directory.
  • Hosts live events and collaborates with industry partners to amplify the voice of the podcasting community.


Embracing the Evolving Landscape

As the podcasting industry continues to evolve, Bryan emphasizes the importance of adaptability and a willingness to embrace change. He encourages podcasters to focus on their passions, define their own success, and leverage the growing ecosystem of services and resources to support their creative endeavors.

By understanding the shifting dynamics of the podcasting landscape and the insights shared by industry leaders like Bryan, aspiring and established podcasters can navigate this exciting and ever-changing medium with confidence and success.


About Bryan

Sounds Profitable was created by Bryan Barletta, a seasoned professional with over 13 years in the ad technology space, including tenure at podcast companies Megaphone and Claritas. Bryan was part of the team that created the world’s first shakeable ad in 2009.


Resources mentioned:


Brands In Audio

Social Links:


Company LinkedIn

Personal LinkedIn



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