The Future of Podcast Monetization

Although having your own podcast is very time consuming, podcasts are currently flooding the German market but hardly anyone can even compensate the costs for the production. The American podcasting scene is a few years ahead of us, having big production companies and an advertisement revenue that is expected to hit 1 billion USD by 2021. Meanwhile in Germany, the podcasting industry does not seem to be on the radar of big companies’ digital marketing mix yet. What possibilities do German podcasters have to monetize their podcasts and how do they become relevant for the advertising market? Christoph Falke, Head of Audio at Axel Springer SE, Vincent Kittmann, Head of Podstars by OMR, a podcast marketing and production company and James Harper, owner of podcast “Filter Stories”, a documentary podcast that sheds a light on the stories of people hidden in the shadows of the coffee industry, talk about their experience with podcast monetization and how to improve it.