Near the end of this Pivot podcast, starting at about the 55 minute mark, Kara Swisher and Scott Galloway give a great summary of why podcasting is “the fastest-growing ad-supported medium.” Among other things, they say “People actually listen to the ads,” and that host read-overs are very effective and remunerative (bringing much higher CPMs).
Five additional points.
First, you can listen on your own time. You’re free from the tyranny of “What’s on.” This is the triumph of personal optionality over … I dunno, you name it. Yes, we still need what’s live, at least for news and sports. But we don’t need it all the time for everything else. While that doesn’t completely obsolesce the things called “stations,” and “networks,” it does relegate them to a legacy niche. It’s an open question how big that niche will be when the transition is over.
Second, not all podcasts are ad-supported. I know, the ones without ads are mostly out on the long tail, but what matters is that anybody can podcast on the Net, just like anybody can publish there. RSS—really simple syndication—gives all of us scale. This is, as Kurt Vonnegut once said, a miracle on the order of loaves and fish. It’s foundational.
Third, podcasts are liberating. Radio and TV required licenses on the transmission side and dedicated instruments (radios and TVs ) on the receiving end. With podcasting, the thresholds of production, distribution, and consumption verge on zero. Got a phone? You’re in.
Fourth, a huge advantage of podcasts is that you can skip over the ads. Whenever I hear Kara announce the first “quick break,” I usually hit the forward-30-seconds icon six times, to jump over three minutes of 30-second ads. (Though lately Pivot has gone to seven of those in the first break.) Still, I’m sure the advertisers’ money is well spent, because some percentage of the audience won’t skip all the ads all the time. And the host-reads are good and effective, as they say.
Fifth, if it’s not “wherever you get your podcasts,” it’s not a podcast. The context for what I sourced above was Kara and Scott’s back-and-forth about Netflix moving into video podcasts. I think “video podcasts” is a contradiction, especially if those podcasts are just another form of TV you can only get from one exclusive producer. If that’s the case, it’s just a show. But look at Us magazine’s list of the 7 Best Podcasts on Netflix Right Now (April 2026). The audio versions of all seven are available wherever you get your podcasts. That makes them real. If they become exclusive to Netflix, or to anybody, they aren’t podcasts anymore. Find another word for them.
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