Where’s the money in podcasting for independent creators?

This week on PodBiz, we talk with Andrew Weiss, Director of Partnerships at Podfest Expo, about the real paths to monetization for indie podcasters. Andrew works directly with thousands of creators through Podfest’s global community, and he brings a grounded, practical view of how shows grow, how they earn, and why some creators thrive while others fade out.

Andrew explains why niche audiences consistently outperform broad ones, what strong brand alignment looks like, and how smaller shows win high-value sponsorships by understanding exactly whom they serve. He shares examples from the Podfest ecosystem, including a produce-industry podcast earning significant revenue because it reaches a high-intent audience brands care about.

As he puts it:

“More sponsor money is being put into podcasts every day. The riches are in the niches.”

Andrew also talks about the mindset and systems that keep creators consistent. He breaks down batching, workflow design, community support, and why many podcasters underestimate the value of environment. His message is direct: when creators combine structure with a defined purpose, growth becomes achievable no matter their starting point.

Another reminder he returns to:

“You are the average of the five people you spend the most time with.”

This episode is full of practical insights for anyone building a show meant to last.

Key Topics Discussed

• How independent podcasters earn through niche audiences and alignment

• Monetization beyond ads: lead generation, partnerships, coaching, and services

• Why creators should define success before launching

• Preventing burnout and podfade through systems and batching

• How community and collaboration accelerate growth

• Sponsorship trends, audience quality, and brand expectations

• Why mindset, structure, and environment influence creator success

• What Podfest creators are doing that works today

About Andrew Weiss

Andrew Weiss is the Director of Partnerships at Podfest Expo, where he leads sponsor relations, event operations, and community initiatives that support independent creators worldwide. He is also the host of Rapid Results with Andrew Weiss and brings a decade of experience in entrepreneurship, coaching, and creator development.

Connect with Andrew

Socials: @theandrewjweiss

Episode Moments

(00:05) Sponsor growth and why niche shows win

(02:03) Where the money is for indie creators

(03:10) Monetization beyond advertising

(04:06) Andrew’s path into podcasting

(07:16) How Podfest grew virtual creator events

(08:57) Lead generation and brand alignment

(11:15) Mindset, grit, and environment

(15:27) The six-figure produce-industry podcast

(17:54) Preventing podfade through structure

(21:35) Running large-scale creator events

(26:27) What Andrew is excited about next

Some Additional PodBiz Buzz“The riches are in the niches.” —Andrew Weiss“If you never ask, then the answer is always no.” —Andrew Weiss (via Gary Vee)

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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