I think a huge drawback for podcasting is that the same sponsors sponsor ever single show.

If I hear one more ZipRecruiter, Squarespace, or Mailchimp ad, I’m going to cry.

I end up skipping the ad sections 95% of the time, and only hear a fraction of the ad time.

By contrast, the Fantasy Footballers podcast has a product line which is intimately tied to the podcast, and they talk about their products in an integrated way with the content.

Which brings us to expectations...the Fantasy Footballers have what appears to be a decent business at the scale of 3 hosts, a writer, a producer and an intern. They do not have a decent Buzzfeed-scale business.

In podcasting, we can expect more native advertising building long term brands, like Tyler Cowen whose book sales and event attendance certainly benefit from his brilliant podcast.

P.s. the author mentioned short attention spans of social media, but I know many people who will binge a season of Netflix in an evening and listen to 13 hours of podcasts in a single week of commuting. There is plenty of attention.