Podcasts Aren’t Great for Business, but They’re Perfect for Marketing

A podcast isn't a strong business model, since the vast majority are free and audio ads remain relatively scarce—making it hard to generate substantial revenue. (Paid audio content is still rare, as most podcasters don't actively monetize; instead, it's usually outsiders with existing audiences who adopt the medium to收割 their followers.)

However, podcasts are an excellent marketing supplement. The earlier you establish your category and build top-tier shows, the greater your marketing momentum becomes—because audio lets you occupy a second attention channel beyond visuals. (Few people can multitask while watching video, but many can do other things while listening to audio.)

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