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.
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.
In this episode of PodBiz, Norma Jean Belenky speaks with Bryan Barletta, partner at Sounds Profitable, about sustainable podcast growth, industry transparency, and the future of audio as a media platform. Bryan shares how creators and companies alike can think beyond short-term ad models and lean into strategic momentum, consulting, and collaboration to thrive in podcasting today.
As he puts it:
“Everything we’re doing is growth—even if your podcast doesn’t have ads, you’re promoting your brand.”
Here are some insightful moments from the episode:
Bryan Barletta is the co-founder of Sounds Profitable, a leading trade publication and partnership network advancing the business of podcasting. With a background in attribution and ad tech, Bryan previously worked at Barometric and Megaphone before founding Sounds Profitable to bring clarity, transparency, and strategic insight to the podcast industry.
Connect with Bryan on LinkedIn
Learn more at SoundsProfitable.com
00:16 – Where’s the Money? | Bryan breaks down podcast revenue beyond ads
01:49 – Subscriptions & Support | What fans value—even if they don’t always listen
04:40 – Bryan’s Career Path | From ad tech to industry advocate
06:17 – Industry Lessons | Why podcasting failed to upskill creatives
10:15 – Building Momentum | How Sounds Profitable hit 200+ partners
12:45 – Case Study: SXSW | Activating opportunities with short timelines
15:00 – Consulting & Value | What partners really get from Sounds Profitable
17:43 – Community & Network | Why collaboration still drives podcasting
20:49 – If Starting Over | What Bryan would do differently
23:42 – Future Vision | Podcasts as media companies, not just shows
“Subscriptions continue to be a thing that’s incredibly valuable.”
“Podcasting is a killer job entry point for the creator economy.”
“The networking is so killer—your network is your net worth.”
“Momentum is really it. It’s thinking in years, not weeks.”
“The word podcasting is unifying creators across platforms.”
“We consistently underpromise and overdeliver—and that builds trust.”
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.