Podcast Power Players - 2021

Barstool Sports is increasingly turning its attention toward gaming after its acquisition by Penn National Gaming, the casino operator and online betting company. How that will develop for its podcasts will be up to CEO Erika Nardini.  The roughly 40 million downloads it has each month offer it another way to promote its sports betting products. Even without live sports for most of 2020, was Barstool’s biggest revenue year to date.

As advertising has become more important to podcasters, so too have the software and systems that power it. That has meant a growing business for Veritone One as more podcast publishers use Veritone’s Artificial Intelligence-powered content search and analysis application to ingest, index, organize and analyze content. Veritone has also developed proprietary podcast buying and podcast ad performance tools used by advertisers.

Consolidation has been rampant in podcasting during the past year and the company that Todd Cochrane launched in 2005 as RawVoice/Blubrry remains a holdout. Rather than selling, Blubrry has rolled out new features and updates, and become more aggressive in its targeting of the corporate podcast market. Cochrane says there has always been a need for private internal podcasts, but the pandemic and work-from-home offered them a big opportunity.