The Business of Podcasting at Scale with Colin Anderson

What changes when podcasting moves from experimentation to infrastructure?

This week on PodBiz, NJ speaks with Colin Anderson, Head of Network Development at the Office Ladies Podcast Network, about how podcasting has evolved into a serious commercial business and what that means for creators, networks, and advertisers operating at scale.

Colin brings a perspective shaped by years inside podcast production, strategy, and network development. He explains why more advertiser money is flowing into podcasting than ever before, how networks think about audience value beyond downloads, and why community still matters even as the industry becomes more corporate.

As he puts it:

“The money’s here. There’s more money than ever.”

The conversation also explores how podcasting culture has shifted from its early indie roots to a more structured, professionalized industry. Colin reflects on what has been gained, what has been lost, and how creators and operators should think about sustainability, loyalty, and long-term value in a changing ecosystem.

Key Topics Discussed

• Why advertiser demand in podcasting continues to grow

• How podcast networks evaluate shows and revenue potential

• Audience value beyond scale and raw download numbers

• The role of community inside networked podcast businesses

• Podcasting’s shift from indie culture to corporate infrastructure

• Loyalty, labor, and evolving work culture in media

• The influence of legacy media on podcast growth

• What the next phase of podcast networks looks like

About Colin

Colin Anderson is Head of Network Development at the Office Ladies Podcast Network, where he works on network strategy, partnerships, and show development. He has spent his career across podcast production, monetization, and network leadership, giving him a clear view of how the industry has matured.

Website: colinanderson.info

LinkedIn: https://www.linkedin.com/in/mrcolinanderson/

Episode Moments

(01:02) The current state of podcast monetization

(07:20) Community and audience value at scale

(12:21) Colin’s path through the podcast industry

(17:53) How podcast networks have changed

(24:54) Work culture and loyalty in media

(30:50) Legacy media’s role in podcast growth

(37:08) The outlook for creators inside networks

(44:06) Navigating podcasting as a business

Some Additional PodBiz Buzz

“Funny is funny, but it’s different to different people.”

“Podcasting could support journalism in a way that print has failed.”

PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?

Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.

Learn more: njbmedia.co | thepodhouseproductions.com

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