Ones and Tooze The Economics of Podcasts
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Nov 14, 2025 Diving into the booming $17.59 billion podcast industry, the hosts discuss its origins and rapid growth since 2003. They explore who listens to podcasts, breaking down demographics and listening habits. The conversation highlights the costs and time involved in production, alongside advertising mechanics and CPM pricing. The duo examines how podcasts are discovered through algorithms and platforms like TikTok. Finally, they ponder the shift towards video formats and the emergence of a secondary oral culture, emphasizing community building and monetization strategies.
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Podcasts At TV-Level Engagement
- Podcast listeners are numerous and intensely engaged, with heavy weekly consumption comparable to TV viewing.
- The audience skews younger, slightly higher income, and highly committed, making it valuable for creators and advertisers.
Personal Peak Listening During Recovery
- Adam links his peak podcast binge to a period of depression after heart surgery.
- He warns listeners to monitor listening habits and mental health during heavy consumption.
Quality Trumps Production Cost
- High-quality content drives podcast success more than expensive gear or studios.
- Production costs are lower than TV, so creators can reach audiences with modest investment.