Podcasts have become increasingly popular in recent years, with 42 percent of Americans 12 and older reporting that they had listened to one in the previous month, according to a report by Edison Research. However, making money in this saturated market can be a challenge, as there isn’t enough advertising revenue to go around, according to Ethan Cramer-Flood, a principal forecasting writer at Insider Intelligence.
Despite the challenges, PodCo, a company founded last year, is optimistic about its future. The company’s founder, Romano, expects PodCo to turn a profit by the second quarter of 2024. To achieve this goal, PodCo plans to introduce 10 new podcasts this year, including shows featuring former stars of Disney and Nickelodeon teen sitcoms.
Romano explained that her decision to feature these former stars was not driven by nostalgia, but rather by a desire to provide a platform where they can feel heard and empowered. The hosts of these podcasts have not shied away from getting personal, with discussions ranging from feeling left out on set to the pressures of child stardom.
However, as the hosts adjust to this new platform, they have occasionally found themselves in hot water. Recently, the stars of “Ned’s Declassified” appeared in a TikTok live video where they appeared to mock Drake Bell, a former star of “Drake & Josh,” who shared his account of being sexually abused by his dialogue coach in a new documentary series.
Despite the challenges and controversies, it is clear that podcasts continue to be a powerful medium for storytelling and connecting with audiences. Romano and PodCo are determined to navigate the competitive landscape and make a mark in the podcasting industry.
