The Rise of Podcasting – But at What Cost?
Since the pandemic, it seems like everyone has a podcast. With millions of new podcasts launching, competition for listeners, guests, and revenue has intensified.
Podcasting is no longer just a medium for sharing knowledge—it’s a business model. While platforms like Spotify, Apple Podcasts, and YouTube have fueled its explosive growth, this success comes with hidden challenges that threaten the industry’s credibility.
In this article, we explore:
✅ The rise of ads in paid podcasts
✅ How monetization is influencing content
✅ The misinformation problem in podcasting
✅ How hosts use controversy for engagement
1. The Ad Problem: Paying for Content but Still Getting Ads
Take The Joe Rogan Experience, for example. When Rogan moved to Spotify, many fans celebrated—happy to pay a subscription to access exclusive episodes.
But here’s the problem: Even after paying, listeners still get ads.
🔹 Imagine settling in to listen, about to fall asleep—when suddenly:
💥 “This episode is brought to you by Athletic Greens!”
Why does this happen?
- Podcast hosts rely heavily on sponsorships.
- Ad revenue is a core business model, even for premium content.
- Unlike platforms like YouTube, where ads can be skipped, podcast ads are strategically placed mid-episode to ensure they are heard.
Other podcast hosts, like Lex Fridman, at least place ads at the beginning of episodes so listeners can skip them. But with many popular podcasts, the ads are unpredictable—making it impossible to avoid them.
2. Podcasting as a Business: The Shift from Knowledge to Profits
Many listeners view podcasts as free sources of information—but behind the scenes, they are structured businesses.
🔹 How do podcasts make money?
- YouTube AdSense (but this only makes up 10-20% of earnings).
- Sponsorship deals (companies pay based on downloads and views).
- Affiliate marketing (listeners use “discount codes”—which are actually commission links).
For example, Andrew Huberman frequently promotes Athletic Greens. Every time someone uses his discount code, he earns a commission—not just once, but every time that person reorders.
🔹 Other Monetization Tactics:
- Equity in brands: Steven Bartlett, host of Diary of a CEO, is a non-executive director of Huel—a company he frequently promotes on his podcast. So, every time he mentions Huel, he’s not just making sponsorship money—he’s increasing the value of his own shares.
- Strategic partnerships: Many hosts invest in the companies they promote, meaning their recommendations aren’t always unbiased.
So while nothing about this is illegal, it raises ethical concerns.
3. The Guest Controversy: Are Podcasts Prioritizing Views Over Accuracy?
Initially, podcasts aimed to feature high-quality guests—thought leaders who provided real insights.
However, top-tier guests are limited. Once an expert has appeared on one major podcast, their content feels repetitive across other platforms.
This creates a problem for large podcasts like:
🔹 Joe Rogan
🔹 Lex Fridman
🔹 Chris Williamson
🔹 Steven Bartlett (Diary of a CEO)
With a limited supply of high-profile guests, podcast hosts face a choice:
1️⃣ Reinterview the same people (risking redundancy).
2️⃣ Invite guests known for controversy to drive engagement and clicks.
Many podcasts now focus on controversy because:
✅ Conflict sparks debate (leading to more clicks and comments).
✅ Controversy increases virality (people share out of frustration).
✅ Provocative guests attract new audiences.
For example, Diary of a CEO has faced backlash for featuring guests whose opinions contradict previous experts—leaving listeners confused about who to trust.
🔹 Commenters Are Noticing:
- “If I followed the advice of every guest, I’d have to change my diet every week.”
- “How do you reconcile all these contradictory opinions?”
- “Podcasts should focus on facts, not just views.”
This erodes trust in the podcasting industry, making it harder to distinguish fact from fiction.
4. The Misinformation Crisis in Podcasting
As competition intensifies, some guests are misrepresenting facts—either intentionally or because they lack expertise.
🔹 Example: Ben Carpenter’s Misinformation on Weight Gain
Recently, fitness influencer Ben Carpenter cited a misleading study about soda, diet soda, and weight gain.
🔸 What he claimed:
- Sugary soda caused 10kg weight gain.
- Diet soda caused 2kg weight gain.
- Water resulted in weight loss.
🔸 What the actual study showed:
- Only 60 participants (not 100).
- No significant weight change in any group.
- The claimed 10kg weight gain was actually 1.25kg—a massive exaggeration.
🔹 Why Does This Happen?
- Guests cherry-pick studies to support their personal beliefs.
- Listeners rarely fact-check claims.
- Social media amplifies misinformation—people share short clips without context.
Ben Carpenter was called out, but by then, millions had already believed his claim.
🚨 The Bigger Issue?
When misinformation spreads unchecked, people:
1️⃣ Stop trusting expert opinions.
2️⃣ Become overwhelmed by contradictory advice.
3️⃣ Are more likely to believe false claims.
This is dangerous, especially in fields like health, fitness, and finance, where misinformation can directly impact lives.
5. The Future of Podcasting: Can Trust Be Restored?
The podcasting industry is facing a critical challenge:
- The demand for content is higher than ever.
- The supply of quality guests is limited.
- Misinformation is spreading rapidly.
🔹 Possible Solutions:
✅ Stronger fact-checking: Podcasters should verify guest claims before publishing episodes.
✅ More accountability: If misinformation spreads, podcasts should issue corrections.
✅ Less reliance on controversy: Prioritize valuable discussions over clickbait content.
If misinformation continues to dominate, listeners will stop trusting podcasts altogether. The industry must find a balance between business and integrity—or risk losing its credibility forever.
Conclusion: The Dark Side of the Podcast Boom
Podcasting was once a goldmine for valuable information, but today, it’s increasingly driven by money, controversy, and misinformation.
🔹 Key Takeaways:
✅ Ads are everywhere—even on paid platforms.
✅ Podcasting is now a business first, information source second.
✅ Controversial guests drive engagement—but also spread misinformation.
✅ If the industry doesn’t self-correct, podcast credibility will decline.
🎙️ Will podcasting remain a trusted medium, or is it already too late? Let us know in the comments!
📢 Share this article if you think podcasts need to be held accountable for their content.
