Monetisation Models and the Structural Role of Advertising Networks in the Podcast Ecosystem

A Systems Analysis with of the Polish Media System

DOI: https://doi.org/10.35765/pk.2026.5403.08
Keywords: podcast, media economics, monetisation models in new media, affiliate networks, brand content

Abstract

The aim of this paper is to present the evolution of the podcast market and discuss the main monetisation models—from traditional advertising and sponsorship, through subscriptions and listener patronage, to branded content. Particular attention is paid to the role of major distribution platforms (such as Spotify, Apple Podcasts and YouTube) in shaping the podcast ecosystem as well as to the development of advertising networks and programmatic audio technologies that enable the automation of advertising purchases and precise audience targeting. The article presents current data on podcast listenership and revenues and identifies the main barriers and challenges to monetisation in Poland and globally, including audience measurement issues, market fragmentation and the limitations of small language markets. Finally, it outlines future directions for the development of the podcast market—by identifying potential trends and changes that may shape podcast business models in the coming years.

Author Biographies

Jarosław Kinal, University of Rzeszow

Holds a PhD in Social Sciences (Sociology) and is an Assistant Professor at the Institute of History, University of Rzeszów. He graduated in Journalism and Social Communication from the Jagiellonian University and completed postgraduate studies in Internet Marketing. He is the author, co-author, and editor of nearly 100 academic publications, including works indexed in the Scopus and Web of Science databases. His research interests include media history and communication, the sociology of the Internet, and the impact of media and media technologies on society and culture. He actively participates in international research projects, academic collaborations, and organisational initiatives.

Henrietta Nagy, Milton Friedman University

Professor, economist, and specialist in management and regional development, affiliated with Milton Friedman University in Budapest, where she is also a member of the university’s doctoral school. She was previously affiliated with Kodolányi János University. She is the author of numerous academic publications in the fields of regional economics, spatial planning, tourism, and local development. Her scholarly work includes several dozen articles cited in international academic literature. She is involved in research projects focusing on infrastructure, sustainable development, and regional economic development.

References

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PK-54
Published
2026-09-30
How to Cite
[1]
Kinal, J. and Nagy, H. 2026. Monetisation Models and the Structural Role of Advertising Networks in the Podcast Ecosystem: A Systems Analysis with of the Polish Media System. Perspectives on Culture. 54, 3 (Sep. 2026), 111-136. DOI:https://doi.org/10.35765/pk.2026.5403.08.
Issue
Vol. 54 No. 3 (2026): Contemporary Media Management: A Multidimensional Approach to Social, Political, and Technological Contexts
Section
Media management processes, business models and technological innovations

Copyright (c) 2026 Ignatianum University in Cracow

Creative Commons License

This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.

Autor, zgłaszając swój artykuł, wyraża zgodę na korzystanie przez Wydawnictwo Uniwersystet Ignatianum z utworu na następujących polach eksploatacji:

  1. utrwalania utworu w formie papierowej, a także na nośniku cyfrowym lub magnetycznym;
  2. zwielokrotnienia utworu dowolną techniką, bez ograniczenia ilości wydań i liczby egzemplarzy;
  3. rozpowszechniania utworu i jego zwielokrotnionych egzemplarzy na jakimkolwiek nośniku, w tym wprowadzenia do obrotu, sprzedaży, użyczenia, najmu;
  4. wprowadzenia utworu do pamięci komputera;
  5. rozpowszechniania utworu w sieciach informatycznych, w tym w sieci Internet;
  6. publicznego wykonania, wystawienia, wyświetlenia, odtworzenia oraz nadawania i reemitowania, a także publicznego udostępniania utworu w taki sposób, aby każdy mógł mieć do niego dostęp w miejscu i czasie przez siebie wybranym. 

Wydawca zobowiązuje się szanować osobiste prawa autorskie do utworu.