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Is Podcasting a Business?

Writer's picture: Christopher McHaleChristopher McHale

Studio Jijiji Report – Dispatch from Podfest: Finding the Business in Podcasting


Greetings from Orlando, where I’m diving into the dynamic world of podcasting at Podfest. The energy here is electric—an unmistakable hum of creativity and ambition as podcasters, producers, and innovators share their work and ideas.


But as much as I love the excitement, I can’t shake the sense that podcasting as an industry still feels… unformed. There’s no denying the incredible potential, but much like the creator economy at large, podcasting has a way of asking creators to work hard with little guarantee of return. This is a space full of passion and talent, but it’s still grappling with how to turn that into sustainable business models.


I believe there’s a business here. The numbers tell us that podcasting can deliver something truly unique—an intimate connection with audiences. But it needs to define itself more clearly, challenge its boundaries, and—most importantly—convince brands that it can reliably deliver customer ears.


What podcasting needs, in my view, is a little old-school ROI (Return on Investment). It’s time to move beyond vague promises of engagement and instead present a tangible value proposition to the businesses who fund this work. Podcasting doesn’t just need to grow; it needs to mature.


So, as I walk the floors of Podfest and hear pitches, I’m asking questions like:

• How do we balance creative freedom with monetization?

• How can brands and creators collaborate without sacrificing the authenticity that makes podcasts special?

• What lessons can we borrow from industries that have been here before—radio, film, television?


I’ll leave Podfest with more questions than answers, but I’m optimistic. The building blocks are all here. Now, the challenge is bringing them together in a way that works for creators, brands, and audiences alike.


Stay tuned for more thoughts on how this incredible medium can evolve. Let’s build something lasting—and truly valuable—together.


Yours in creativity,

Chris Mchale

Chief Creative Officer, Studio Jijiji

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