AUSTIN—About a year ago we asked whether or not podcasting can finally make money. That’s settled: It is. Today, the money is enough to make a few people rich but not enough yet to register in the global economy. Still, every year, the medium grows, largely driven by shows that get people talking, and podcasts aren’t even easy to play in cars yet.
Podcasting earned $167 million last year, according to Bridge Ratings, with a projected market size closer to $300 million this year. Marketers have been working to gather ever more data about the money they spent over the last 25 years in order to measure their return on investment for everything they sponsor, according to Matt Lieber, the Gimlet Media co-founder, who focuses on the company’s business operations.