The Rise of Podcasting – But at What Cost? Misinformation & Monetization

Since the pandemic, it seems like everyone has a podcast. From influencers and celebrities to journalists and everyday creators, the number of new podcasts has exploded—leading to intense competition for listeners, guests, and revenue.

Podcasting is no longer just a format for sharing knowledge; it has become a full-scale business model. Platforms like Spotify, Apple Podcasts, and YouTube have accelerated this growth—but behind the success lie challenges that threaten the industry’s integrity.

In this article, we explore:

• The rise of ads in paid podcasting

• How monetisation affects content quality

• The growing problem of misinformation

• How controversy is used to game attention

1. The Ad Problem: Paying for Content but Still Getting Ads

When The Joe Rogan Experience moved exclusively to Spotify, fans were willing to pay for access. But even with a subscription, ads remained—frustrating many loyal listeners.

Why does this happen?

• Podcast hosts rely heavily on sponsorship revenue

• Ads are often inserted mid-episode, making them harder to skip

• Even on premium platforms, ads are a core monetisation strategy

In contrast, some hosts—like Lex Fridman—place all ads at the start of episodes, giving listeners a chance to skip. However, many shows opt for unpredictable ad breaks, disrupting the listening experience and creating frustration.

2. Podcasting as a Business: The Shift from Knowledge to Profits

While podcasts are often perceived as free sources of valuable information, behind the scenes, they are highly structured revenue-generating businesses.

How Do Podcasts Make Money?

• Sponsorships & promo codes — Brands pay hosts to read ads, often with trackable codes

• Affiliate marketing — Listeners use unique codes that generate commissions

• YouTube AdSense — Makes up a small percentage of total income

• TV deals and live events — Top shows expand into other formats

Example: Andrew Huberman frequently promotes Athletic Greens. Every time someone uses his promo code, he earns a commission—not just once, but every time they reorder.

Strategic Monetisation Tactics

• Equity in promoted brands — Steven Bartlett, host of Diary of a CEO, holds shares in Huel, a company he regularly features

• Strategic partnerships — Many hosts now invest in companies they promote, making their endorsements financially self-serving

While none of this is illegal, it blurs the lines between honest recommendation and personal gain, raising ethical concerns around bias.

3. The Guest Controversy: Are Podcasts Prioritising Views Over Accuracy?

Originally, podcasts focused on deep conversations with experts, offering real value to listeners. But with the explosion in shows, top-tier guests have become scarce.

Hosts Now Face a Choice:

1. Re-interview past guests (risking repetition)

2. Invite controversial figures to drive engagement

Many opt for the second.

Why Controversy Works:

• Conflict drives comments and engagement

• Polarising views go viral

• Controversial guests attract new followers—even if only temporarily

Result: Podcasts like Diary of a CEO, The Joe Rogan Experience, and Modern Wisdom have faced criticism for featuring guests with contradictory views or questionable credibility, leaving audiences unsure who to trust.

“If I followed the advice of every guest, I’d have to change my diet every week.”
“Podcasts should focus on facts, not just views.”
“How do you reconcile these completely opposite perspectives?”

When shows prioritise virality over accuracy, trust begins to erode.

4. The Misinformation Crisis in Podcasting

As the pressure to produce fresh episodes increases, some guests have been caught misrepresenting facts—intentionally or due to lack of expertise.

Recent Example: Ben Carpenter on Weight Gain

Ben Carpenter, a fitness influencer, recently referenced a misleading study about soda, diet soda, and weight changes.

What he claimed:

• Sugary soda caused 10 kg weight gain

• Diet soda caused 2 kg weight gain

• Water led to weight loss

What the actual study found:

• Only 60 participants, not 100

• No statistically significant weight changes

• The actual weight gain was around 1.25 kg, not 10

By the time fact-checks emerged, millions had already accepted the false claim as truth.

Why This Happens:

• Guests cherry-pick studies to support their views

• Audiences rarely verify what they hear

• Short clips are shared on social media without context

This creates a dangerous feedback loop of amplified misinformation.

The Bigger Problem:

Unchecked misinformation causes:

1. Loss of trust in expert advice

2. Information overload and contradiction

3. Greater likelihood of accepting false claims as truth

In sensitive topics like health, finance, and mental wellbeing, this can have real-world consequences.

5. The Future of Podcasting: Can Trust Be Restored?

Podcasting now faces a serious dilemma:

• Demand for content is high

• Supply of trustworthy guests is limited

• Misinformation spreads faster than corrections

What Needs to Change:

• Fact-checking guest claims before publishing episodes

• Accountability when false or misleading content is shared

• Prioritising accuracy over engagement or controversy

If the podcast industry fails to self-regulate, it risks becoming a click-driven echo chamber—losing the trust it worked so hard to build.

Conclusion: The Dark Side of the Podcast Boom

Podcasting was once a goldmine of free, high-quality information. But with rising commercial pressure, it is increasingly driven by monetisation, sensationalism, and misinformation.

Key Takeaways:

• Even paid podcasts are filled with ads

• Podcasting is now a business first, information source second

• Controversial guests boost engagement but harm credibility

• Unchecked misinformation could collapse listener trust

The question now is: Will podcasting continue to thrive as a trusted medium—or has it already crossed the line?

Let us know what you think.