The economics of podcasting

Since the early 2000s, podcast has become an increasingly popular type of
medium. However, little is known about the management and economics of podcasting,
and the scholarly effort into generating such knowledge is most limited. Filling
out some of the blanks, this chapter unpacks the economics of podcasting. It outlines
the basic revenue models of podcasting and the three most important types of market
actors (independent podcasters, media organizations, and platform companies). After
discussing the relationship between the market actors, the chapter argues that platformization
and datafication are both important processes in the management and
economics of podcasting, but more research into the fundamental dynamics of this
area is also necessary to fully understand this type of medium.