PodBiz | Where's The Money In Podcasting?

Inside Europe’s Emerging Podcast Market with Andreea Coscai

What does sustainable podcast growth look like inside a fragmented, multilingual, rapidly developing European market?This week on PodBiz, Andreea Coscai breaks down how creators across Europe are building audiences, reaching listeners across borders, and monetizing through community-first strategies. As the founder of Eurowaves, Marketing Lead at Tink Media, and a key voice in global creator communities, Andreea offers a grounded look at what independent podcasters need to understand about the European landscape.As she puts it, marketing is not optional:“If you want to monetize your work, you have to make sure that you're investing as much in your marketing as you are in your production.”She also explains why connection and cultural alignment matter more than follower count:“It can be discouraging or nerve-wracking or risky, but you can also look at it as who else is doing this really, and how cool is it. Let me try.”This episode is a thoughtful, realistic look at what it takes for creators to grow in a market defined by nuance, collaboration, and diversity.Key Topics Discussed• How European creators build audiences across language and culture• Why marketing and audience clarity matter more than scale• Community-first growth and the rise of Eurowaves• How Tink Media supports podcasters through realistic promo systems• What creators misunderstand about social media and discoverability• Sponsorship reality in smaller or emerging markets• The role of grants, co-productions, and cross-border collaboration• Why global thinking benefits every independent creatorAbout Andreea CoscaiAndreea is the founder and writer of Eurowaves, Marketing Lead at Tink Media, newsletter and community coordinator at EarBuds Podcast Collective, and an independent podcast producer. She works across audience development, marketing strategy, and creator support throughout Europe and beyond.Connect with AndreeaEurowaves: https://eurowaves.substack.com/Events: https://eurowaves.substack.com/p/top-podcasting-eventsLinkedIn: https://www.linkedin.com/in/andreea-coscai/Pod.Vision: https://pod.vision/Episode Moments(03:29) Value alignment for Patreon and community support(04:08) How Eurowaves began and why Europe needed it(05:23) Community gaps in the European podcast space(06:57) What podcasters get wrong about audience development(08:54) Getting into podcasting through production and community(13:21) Cross-platform thinking for modern creators(14:42) Value packaging and sponsorship fit(16:50) Local markets, local sponsors, local wins(18:38) The fragmented but rich European ecosystem(19:48) How grants and co-productions shape opportunity(20:55) Storytelling across cultures(22:24) Learning from the U.S. while building something distinct(23:46) What Andreea would approach differently today(27:44) What excites her most about Europe’s creator futureSome Additional PodBiz Buzz“It can be discouraging or nerve-wracking or risky, but you can also look at it as who else is doing this really, and how cool is it. Let me try.” —Andreea CoscaiPodBiz 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.

Independent Creators, Monetization, and Sustainable Growth with Andrew Weiss

Where’s the money in podcasting for independent creators?This week on PodBiz, we talk with Andrew Weiss, Director of Partnerships at Podfest Expo, about the real paths to monetization for indie podcasters. Andrew works directly with thousands of creators through Podfest’s global community, and he brings a grounded, practical view of how shows grow, how they earn, and why some creators thrive while others fade out.Andrew explains why niche audiences consistently outperform broad ones, what strong brand alignment looks like, and how smaller shows win high-value sponsorships by understanding exactly whom they serve. He shares examples from the Podfest ecosystem, including a produce-industry podcast earning significant revenue because it reaches a high-intent audience brands care about.As he puts it:“More sponsor money is being put into podcasts every day. The riches are in the niches.”Andrew also talks about the mindset and systems that keep creators consistent. He breaks down batching, workflow design, community support, and why many podcasters underestimate the value of environment. His message is direct: when creators combine structure with a defined purpose, growth becomes achievable no matter their starting point.Another reminder he returns to:“You are the average of the five people you spend the most time with.”This episode is full of practical insights for anyone building a show meant to last.Key Topics Discussed• How independent podcasters earn through niche audiences and alignment• Monetization beyond ads: lead generation, partnerships, coaching, and services• Why creators should define success before launching• Preventing burnout and podfade through systems and batching• How community and collaboration accelerate growth• Sponsorship trends, audience quality, and brand expectations• Why mindset, structure, and environment influence creator success• What Podfest creators are doing that works todayAbout Andrew WeissAndrew Weiss is the Director of Partnerships at Podfest Expo, where he leads sponsor relations, event operations, and community initiatives that support independent creators worldwide. He is also the host of Rapid Results with Andrew Weiss and brings a decade of experience in entrepreneurship, coaching, and creator development.Connect with AndrewSocials: @theandrewjweissEpisode Moments(00:05) Sponsor growth and why niche shows win(02:03) Where the money is for indie creators(03:10) Monetization beyond advertising(04:06) Andrew’s path into podcasting(07:16) How Podfest grew virtual creator events(08:57) Lead generation and brand alignment(11:15) Mindset, grit, and environment(15:27) The six-figure produce-industry podcast(17:54) Preventing podfade through structure(21:35) Running large-scale creator events(26:27) What Andrew is excited about nextSome Additional PodBiz Buzz“The riches are in the niches.” —Andrew Weiss“If you never ask, then the answer is always no.” —Andrew Weiss (via Gary Vee)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.

How Advertisers Really See Your Podcast: Veronika Taylor on Growth, Revenue, and What Creators Miss

What makes a show “monetizable” in the eyes of advertisers?This week on PodBiz, Veronika Taylor breaks down how brands evaluate podcasts, what creators often overlook, and why the future of podcast revenue extends far beyond a single medium. As SVP of Content and the Creator Network at Acast, Veronika oversees global teams, creator relationships, and the systems that power advertising across more than 140,000 shows.She shares a transparent view of what actually drives revenue, how creators can position themselves long before they hit a download threshold, and why integrated brand campaigns are rising faster than traditional host-read ads.As Veronika puts it:“Advertisers care about things you may think only your listeners look at. They’re combing through your cover art, your title, and your metadata. Anything that doesn’t feel right for their brand, they’ll cross you off the list.”Veronika also breaks down how Acast is shifting advertising conversations earlier in the funnel, how creators can use audience data to strengthen proposals, and why global podcast consumption habits remain one of the industry's most fascinating growth indicators.KEY TOPICS• How advertisers evaluate shows before they ever buy• Why metadata and branding matter more than creators think• How small shows are landing premium integrated campaigns• Programmatic innovation • Why video matters for some creators but not all• How to share audience data that strengthens ad sales• Global trends in podcast consumption and monetization• The value of listening to creator goals, not assuming them• Career lessons from navigating multiple media industriesABOUT VERONIKA TAYLORVeronika Taylor is the Senior Vice President of Content and the Creator Network at Acast, overseeing global creator partnerships, content strategy, and support across major markets including the US, UK, Europe, LATAM, and APAC. Her background in journalism and international publishing informs her approach to scaling shows, developing creator ecosystems, and shaping Acast’s global content vision.EPISODE MOMENTS(00:05) Every podcast has different goals(01:41) Welcome Veronika to PodBiz(01:52) Where the money is for most creators(02:56) Why monetization looks different for every show(03:45) Smaller shows landing big brand deals(05:02) Ads, sponsorships, and integrated campaigns(07:32) How creators can position themselves for advertisers(08:55) Why metadata matters more than you think(09:54) Feeding sales teams the right audience data(12:54) Moving advertisers earlier in the funnel(14:13) The rise of multi-platform branded campaigns(16:47) Why some creators stay audio-only(18:44) Marc Maron’s decision to end WTF(20:42) How Veronika entered the podcast industry(22:36) Why podcasting still feels new(25:43) Tailoring support for each creator’s goals(27:36) Branding, metadata, and audience alignment(28:59) The “invisible” internal work behind creator success(32:50) A global perspective on podcast growth(34:59) What Veronika is excited about nextSOME ADDITIONAL PODBIZ BUZZ“Podcasting is being consumed in so many different ways now, and as long as the storytelling reaches audiences, that’s what matters. Whether they’re watching on YouTube, listening in audio, or finding clips on TikTok, the medium is expanding in exciting ways.” “We’re seeing smaller shows with highly engaged audiences drive real revenue because they’re great at integrated campaigns across all their channels.”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.

Creative Work, Real Revenue: Jeff Umbro on What Makes a Podcast Business Last

How do you build a podcast business that lasts- not just creatively, but financially?In this episode of PodBiz, host Norma Jean Belenky sits down with Jeff Umbro, Founder and CEO of The Podglomerate, to talk about what it really takes to grow a sustainable podcast company in 2025.Jeff shares how his background in book publicity shaped his approach to audience development, why choosing the right clients matters more than chasing big names, and how he built a business by focusing on people, fit, and long-term partnerships.As he puts it:“Work with people that you’re comfortable working with and don’t work with people that you’re not. It sounds simple, but if it’s not the right fit, it’s not going to have a good ending for anyone.”He also breaks down the realities of running a podcast agency from eight distinct revenue models to the constant balance between creative ambition and what keeps the lights on:“Do what works. If you can do that enough, then everything else can start to fall into place.”Whether you’re an indie creator, a brand exploring audio, or someone building a podcast business of your own, Jeff offers a grounded, honest, and deeply practical playbook for turning creative work into real revenue.Episode Chapters(00:05) Why fit matters more than prestige in client partnerships(01:03) Introducing Jeff Umbro and the origin of The Podglomerate(02:48) Where Jeff sees the money in podcasting today(04:13) Building community as a foundation for growth(05:20) From book PR to podcast production(07:09) Early traction and the shift to full-service representation(08:42) Doing what works and why creative ambition needs revenue behind it(10:25) Empowering teams and building a company that lasts(11:19) Trusting your gut in client and collaborator selection(12:49) Why understanding your audience is core to every revenue model(15:28) What most people misunderstand about podcast PR and launches(17:21) Sustainable growth over “big splash” thinking(19:02) Collaboration, transparency, and the podcast industry’s unofficial code(20:28) The future of podcast businesses and where Jeff sees opportunityGuest BioJeff Umbro is the Founder and CEO of The Podglomerate, a creator-first podcast company producing, marketing, and monetizing shows for major publishers, media companies, and independent creators. His work has helped shape some of the industry’s most successful launches and long-running series, grounded in a philosophy of strategic partnership, thoughtful storytelling, and sustainable growth.Connect with JeffLinkedIn: https://www.linkedin.com/in/jeffumbro/Podglomerate WebsiteL https://podglomerate.com/Some Additional PodBiz Buzz…“If it’s not something you’re proud of, nobody else will be proud of it either.”“You can’t fake growth. Consistency and community are what get you there.”“There’s always another shift coming in this industry, and that’s part of the fun.”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.

The Magic of Podcast Growth with Arielle Nissenblatt

What does sustainable growth in podcasting look like when the industry keeps changing?In this episode of PodBiz, Norma Jean Belenky talks with Arielle Nissenblatt, Director of Community and Content at Pinwheel and founder of EarBuds Podcast Collective.Arielle shares how creators can grow without chasing trends and why podcasting’s true value lies in connection, not scale. She explains how independent podcasters turn listener trust into real business opportunities through clarity, outreach, and knowing exactly who they serve.As Arielle puts it:“You are a creator who has figured out a niche. You speak specifically to a group, you understand their wants and their needs, and you actually have a direct line to them.. whether it's through a Facebook group, a monthly Zoom, or Patreon. If you know how to reach those people and can then translate what they need to a potential advertiser, you can make money.”Arielle also talks about the connection that keeps podcasting unique:“Podcasting is still magical because of the connection it creates. You can’t replicate that feeling in a YouTube video or on social media. It’s a voice in your ear, and that intimacy builds trust faster than any metric ever could.”In this episode:Why niche shows often outperform broad ones in revenueHow to turn audience connection into brand partnershipsWhat outbound pitching really looks like for creatorsWhy consistency and authenticity beat algorithmic reachGuest Bio:Arielle Nissenblatt is the Head of Community and Content at Pinwheel, cohost of Sounds Profitable: The Download, and founder of EarBuds Podcast Collective. Known for her community-driven approach, Arielle is one of the podcast industry’s most trusted voices on sustainable growth and audience connection.Connect with Arielle: LinkedIn: https://www.linkedin.com/in/arielle-nissenblatt Instagram: https://www.instagram.com/arithisandthat EarBuds Podcast Collective: earbudspodcastcollective.orgEpisode Chapters(00:00) The niche and the hustle(01:07) Knowing your audience(03:22) Turning community into opportunity(06:45) Outbound relationship building(09:31) Why podcasting is still magic(12:05) Measuring success beyond metrics(14:48) The future of creator collaborationSome Additional PodBiz Buzz“If you can translate what your audience needs to a potential advertiser, you can make money.”“Podcasting is still one of the few spaces where creators build trust without chasing algorithms.”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.