Podcasters chasing new revenue streams shouldn’t abandon the host-read ad. In fact, Oxford Road CEO Dan Granger believes it’s the medium’s “golden goose.”
What We Know: Granger joined Sounds Profitable founder Bryan Barletta for a Podcast Academy roundtable on the business of podcasting. Oxford Road buys more than half a billion dollars in ads each year. The pair debated whether creators lean too heavily on advertising. Barletta urged individual creators to look harder at live shows and merchandise. However, Granger argued podcasters shouldn’t treat it as an either-or choice. Instead, he described a funnel. Free, ad-supported episodes bring listeners in. Then paywalls, live events, merch and equity deals monetize the most loyal fans.
Granger also warned podcasters against cutting host reads from subscriber feeds. Barletta agreed, noting that paying subscribers are more likely to buy what hosts endorse. Meanwhile, measurement remains the industry’s biggest obstacle. According to Granger, the average brand uses four attribution methods and fully trusts none of them. As a result, Oxford Road helped build the AMP Accords. The framework defines a podcast, a cross-platform impression and standardized performance measurement. The IAB is now reviewing it.
Looking ahead, both men pointed to live events as an overlooked opportunity. Additionally, Barletta tapped merch for a big moment, while Granger picked newsletters. Barletta also called video the biggest growth area, though he cautioned that growth doesn’t always mean revenue.
Finally, Granger offered blunt advice for first-time sponsors. Brands typically test a show with three or four spots. Consequently, creators should overdeliver on that first test to earn renewals. He also encouraged creators to build their own audience database so they aren’t dependent on platforms.
What They Said: “The average brand runs four attribution methods and fully trusts none of them. We make it so hard on our customers to do business with us. It is a crime as an industry.” – Dan Granger on the Measurement Mess
“This is a slow burn. It’s a long game. No one has money for you until you have bled past the point where it makes any sense.” – Dan Granger‘s advice to those expecting to make fast money.
“Sometimes you have to separate out how you make money from how you make art. Don’t lose that because you want to make a buck, because you’ll end up hating your podcast.” – Bryan Barletta‘s closing advice
What Remains Unclear: So far, the IAB hasn’t said when it might formally adopt the AMP Accords. Likewise, it’s unclear how quickly YouTube, Spotify and Apple will share the data advertisers want.
What It Means: For podcasters, the message is clear. Advertising still funds the ecosystem, but diversified revenue protects creators. Similarly, trust remains the medium’s biggest selling point. Shows that protect authentic host reads should keep commanding premium rates.
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