Around a third of Americans now listen to at least one podcast a week. That fact has not escaped the attention of advertisers, who spent nearly $2bn on podcast ads last year. But with more than 4m podcasts for listeners to choose from, the industry is facing a reckoning. 

On this week’s podcast, hosts Tom Lee-Devlin and Mike Bird ask what the future holds for the business of podcasts. Michael Mignano, who used to manage Spotify’s podcasting arm, tells them that companies have realised they can be much leaner. And Nick Hilton, a podcast production company founder, explains why he thinks 2022 is the year when podcasting died.

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