Scott Galloway

In terms of trust, they beat out every other media format.

Podcast hosts are the most trusted influence category.

56% of weekly listeners say podcast hosts matter most versus 20% for social media influencers, 15% for TV movie celebrities, 10% for radio hosts.

And I'll come back to that because I have experienced that personally.

Again, the takeaway from the data, conventional advertisers won't sponsor a show unless it hits at least 5,000 downloads per episode.

I would say it's more like 50.

And a threshold that really only the top 1%, if not the top 0.1%.

And last piece of data here.

There's approximately, this data says a half a million.

I think I've read 600,000 podcasts put out something every week.

Generously, 600 are self-sustaining economically.

But realistically, only 0.1% are economically viable.

So while as a whole, the industry is booming,

This company or this industry started from a digital footprint, and anytime there's digitization, there's very much a winner-take-most environment here.

I am very bullish on the sector, but unfortunately, I think you're going to see greater and greater like a Gini coefficient or inequality within the industry.

Your thoughts, Sarah?

So the way I would describe it is the lines are blurring.

And what are podcasts?

Podcasts are becoming television shows that can be produced for cents on the dollar such that more money can go to the talent.

So if you're Stephanie Ruhl or you're