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 inven...
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 engine
Episode 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 glut
About Matt Cundill
Matt 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
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