There’s a lot going on in the podcasting ecosystem and it seems clear that more and more podcasts will become subscription based. It also means that there will probably be less ads in podcasts going forward and that’s also going to have an impact on AdTech development in the podcasting space. However, subscription based podcasts aren’t for every creator, and I don’t expect that the majority of podcasts will end up behind a paywall. Many podcasters will probably do what’s commonplace in the newsletter space, i.e. offer selected bits of your work for free to everyone, and then place the premium content behind a paywall.