{"podcast":{"title":"PodBiz | Where's The Money In Podcasting?","slug":"podbiz-where-s-the-money-in-podcasting-7400830","podcast_index_feed_id":7400830,"rss_url":"https://feeds.acast.com/public/shows/68343e1669c98f151d8f0020","website_url":"https://shows.acast.com/podbiz","image_url":"https://assets.pippa.io/shows/cover/1748254201335-96fb7d9a-bcc9-4424-bec3-f8bfe7f58a81.jpeg","author":"Norma Jean Belenky & John Kiernan","episode_count":53,"summary":"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! Hosted on Acast. See acast.com/privacy for more information.","last_synced_at":"2026-07-13T22:19:18.076473+00:00","page_url":"https://stenobird.com/podcast/podbiz-where-s-the-money-in-podcasting-7400830"},"episode":{"title":"What Podcast Metrics Actually Matter? Tom Webster on Discovery, Data & the Future of Audio","slug":"what-podcast-metrics-actually-matter-tom-webster-on-discovery-data-the-future-of-audio","published_at":"2026-05-18T11:00:00+00:00","page_url":"https://stenobird.com/podcast/podbiz-where-s-the-money-in-podcasting-7400830/what-podcast-metrics-actually-matter-tom-webster-on-discovery-data-the-future-of-audio","show_page_url":"https://stenobird.com/podcast/podbiz-where-s-the-money-in-podcasting-7400830","url":"https://shows.acast.com/podbiz-sounds-profitable-tom-webster","audio_url":"https://sphinx.acast.com/p/open/s/68343e1669c98f151d8f0020/e/6a093d87efd1f558b018b28d/media.mp3","summary":"How do you measure the value of a podcast when the industry still can’t fully agree on what counts as a listener? Tom Webster has spent decades helping the audio industry answer exactly that question. From traditional radio research to podcast analytics, audience behavior, and platform evolution, his work has shaped how podcasting understands itself and where it’s heading next. In this episode of PodBiz, Tom joins us to discuss the changing realities of podcast measurement, the rise of YouTube as a discovery engine, and why podcasting’s intimacy continues to outperform almost every other form of media. We also get into why creators misunderstand growth, how niche podcasts quietly become massive businesses, and what happens when an industry matures faster than its measurement systems. Tom also breaks down why podcasting is increasingly being shaped by algorithmic platforms, fragmented analytics, shifting consumer behavior, and the broader attention economy and why creators need to stop obsessing over vanity metrics and focus on building something audiences genuinely return to. In this episode, we cover: Why downloads no longer tell the full story The rise of YouTube as podcasting’s top discovery platform Why podcast audiences behave differently than social audiences How niche podcasts quietly generate enormous business value The challenge of fragmented podcast analytics Why audience retention matters more than vanity metrics How traditional radio adapted to digital audio Why creators need to stop competing with everyone else What podcasters should actually be measuring About Tom Webster: Tom Webster is Partner at Sounds Profitable and one of the most respected researchers in podcasting and digital audio. Prior to joining Sounds Profitable, he spent more than 18 years at…","meta_description":"How do you measure the value of a podcast when the industry still can’t fully agree on what counts as a listener? Tom Webster has spent decades helping th…","key_points":[],"chapters":[],"topics":[],"duration_seconds":3730,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/podbiz-where-s-the-money-in-podcasting-7400830/episodes/what-podcast-metrics-actually-matter-tom-webster-on-discovery-data-the-future-of-audio/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/podbiz-where-s-the-money-in-podcasting-7400830/what-podcast-metrics-actually-matter-tom-webster-on-discovery-data-the-future-of-audio.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}