Connecting cats and the creator economy!

This time Claire Waite Brown chats with Amanda B, AKA Captain Kitty, the creator and host of the brilliantly inventive and award-winning 6 Degrees of Cats, the podcast that explores deep, cat-themed questions such as 'Are cats cuter than babies?' and 'Did Sir Isaac Newton really create the cat door?'.

Amanda shares the frustration of the industry devaluing 'human, handcrafted work', but offers a powerful, optimistic theory that the rise of AI-generated content is pushing the industry toward a new economy requiring 'proof of humanity': advertisers will ultimately demand host-read ads and genuine human interaction because 'nobody wants to pay for a bunch of robots listening to their stuff'.

We also contemplate a fun new way to use the Podcasting 2.0 Person tag and give Binky, Snuggles and Peanut the credit they deserve!

In this episode you'll discover how TrueFans is driving interactivity by teaching people 'that there are different ways to help listeners become fans'. Sam reveals how creators can use a marketing budget to incentivize listener engagement with small sats payments that show podcasters value the listener's time and attention.

Plus, learn about new TrueFans discovery features, including a dedicated Awards page that turns winners and nominees into dynamic playlists.

We also cover critical industry news, including a warning about rising production costs from hosting platforms, and the positive prediction that podcast advertising is expected to top $3 billion in 2025!

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Podcasters perplexed at how to turn their passion into profit.

Norma Jean Belenky and John Kiernan search out answers to the question, "Where's the money in podcasting?" with their new show PodBiz, dedicated to transparent conversations about podcast monetization across the industry.

In this episode of Creators, Norma Jean joins us to discuss how PodBiz explores diverse revenue streams through conversations with platform executives, adtech specialists and independent creators.

We explore the value-for-value model, where listeners can directly support creators based on the perceived worth of the content they consume, an approach that eliminates intermediaries and fosters a unique connection between the podcaster and their audience.

Sam introduces the new TrueFans wallet page, which makes it easier for creators to track all incoming and outgoing transactions. Listeners benefit too, with their own wallet tab showing payments to podcasters and earnings from engagement activities.

Sam highlights some of the ways that listeners can earn these micropayments, from becoming a superfan to listening to Fanzone from TrueFans or commenting on this show.

We also explore exciting industry developments including Podcasthon in March 2026, where podcasters dedicate episodes to charities, and potential global music licensing that could transform podcasting into "the new radio."

Discover how both creators and listeners can benefit from the evolving podcast monetization landscape. Leave us a comment to join the conversation – we'll even pay you a small amount for your thoughts!

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Discoverability and interactivity are significant challenges faced by independent podcasters, as highlighted in this episode's interview with David John Clark of The Late Bloomer Actor podcast, which explores David's creative journey and experiences in podcasting.

In this chat David challenges conventional wisdom about podcast metrics. 'Download numbers do not mean they are listeners', he points out, sharing a revealing anecdote about a TikTok video with 746 plays but only 0.2 seconds average watch time. This stark reality highlights why podcasters need more sophisticated data to truly understand their audience engagement – something platforms like TrueFans are addressing with metrics that measure actual listening time and completion rates.

Sam and Claire also explore the critical importance of your podcast's opening moments, with data suggesting that the first 60 seconds determine whether listeners will return. The advice is clear: avoid meaningless chatter and immediately deliver value.

The episode also unveils TrueFans' new podcast promotion feature, allowing creators to request promotion on other relevant shows – a more targeted and less intrusive alternative to feed drops. This creator-friendly approach gives both requesting and hosting podcasters control over the cross-promotion process, addressing the perennial challenge of discoverability.

Points discussed in this episode include:

• Why some podcasts don't show up on TrueFans – make sure your show is listed at Podcast Index
• How to connect with Creators From TrueFans – we'd love to hear from you
• David John Clark's take on Podcasting 2.0 features
• How TrueFans plans to promote award-winning podcasts
• TrueFans' new podcast promotion feature allows creators to request promotion on other shows
• Upcoming events include London Podcast Festival, Podcast Days in Spain, and various awards opportunities

By providing valuable metrics and features that enhance listener engagement, TrueFans empowers podcasters to better understand their audience and foster meaningful connections. The journey of an independent podcaster is filled with ups and downs, but with the right tools and strategies, creators can navigate these challenges and find success in their podcasting endeavours.

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Independent podcasting is where the industry's creative energy truly thrives, bringing fresh ideas and unique voices to the forefront.

The discussion around this energy takes centre stage in our conversation with Frank Racioppi, founder of Ear Worthy – a publication dedicated to championing indie podcasts in an increasingly corporate landscape. Frank shares his fascinating journey from longtime podcast listener to passionate advocate, explaining why he made the deliberate choice to focus on independent creators rather than network shows.

'It's at the independent podcasting level that there's the greatest creative energy within the industry,' Frank explains, contrasting the formulaic approach of network podcasts with the genre-defying innovation of independent creators. He reveals how removing all paywalls from his content led to a 200% increase in readership – a decision that aligned perfectly with his mission to connect listeners with exceptional indie shows they might otherwise never discover.

Sam explains more about TrueFans' new promotional features designed specifically for independent creators. With a pay-per-action model, podcasters can purchase visibility on the home page header and in category carousels, and pay only for actual engagement – views, clicks, and plays. We also unveil plans for a creator-to-creator promotion system that will enable podcasters to host promotions on their own show pages, creating revenue opportunities while helping fellow indies gain visibility.

Here's some more of what you'll hear in this episode:

• Discoverability remains a significant challenge for independent podcasters, highlighting the importance of platforms dedicated to showcasing their work
• Engagement with audiences through listener support and monetization options can positively impact independent creators' sustainability in the podcasting landscape
• Networking with other independent creators can lead to innovative collaborations and new ideas that benefit everyone involved in the podcasting community
• How to start a promotion on TrueFans
• How TrueFans promotions reporting will work
• Sam and Claire's plan for a new carousel on the TrueFans home page
• Research shows that most podcast listeners only make room for three shows in their weekly routine, emphasizing the importance of consistent publishing
• Nearly half of listeners are unwilling to give podcasts a second chance after a disappointing first impression
• What puts Claire and Sam off shows

Whether you're a seasoned podcaster or just starting out, this episode offers valuable perspective on navigating the complex landscape of independent podcast creation, promotion, and monetization.

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How can podcasting help you to establish credibility and craft an authentic personal brand?

Our guest podcaster is Christine Gritmon, host of Let's Talk About Brand.

After building "a fantastic audience of peers" who weren't hiring her for social media strategy but wanted to develop their own personal brands, Christine pivoted her focus—a decision that transformed her business.

With a journalist's curiosity she now delves into the stories behind successful personal brands, particularly fascinated by "the person before the person I see before me today."

Christine talks about how podcasting can build your reputation even when nobody's listening. "People do look at the fact that you have a podcast, even if they don't listen to it," she explains. The medium provides proof that you can engage in unscripted, intelligent conversation about your area of expertise—a powerful demonstration of knowledge that written content alone can't provide. For independent creators struggling with the feeling of "shouting into the void," this perspective offers a refreshing reframe.

The episode also introduces the concept of "value exchange" as a new framework for understanding creator–audience relationships beyond simple transactions. Through platforms like TrueFans, creators deliver content value while audiences reciprocate with both financial support (micropayments, subscriptions) and engagement (comments, sharing).

In the wider world, we touch on the Ear Worthy Awards for independent podcasters, what Spotify do with your show art, Secure RSS and three simple ways to get your podcast featured on the TrueFans home page.

Here's some of what you'll hear in this episode:

• Even when download numbers aren't impressive, having a podcast builds credibility and associates your name with your area of expertise
• Podcasting demonstrates your ability to have intelligent, unscripted conversations that showcase your knowledge
• Podcasting offers creative freedom that allows creators to experiment and evolve their content according to their own vision
• Using tools like Descript can streamline the editing process while preserving the natural character of conversations
• Sam introduces the concept of "value exchange" to frame TrueFans as a platform where creators deliver content value and fans reciprocate with both tangible and intangible support
• New industry developments include Spotify's shift to 16:9 cover art and Secure RSS technology for combined premium and freemium podcast content
• Independent podcasters can now purchase featured placements on the TrueFans home page
• The Ear Worthy Awards nominees for indie podcasters have been announced

Discover how podcasting offers unparalleled creative freedom while building your professional credibility, and learn about new opportunities for independent creators to boost their visibility through TrueFans' featured placements.

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Your digital world is uniquely yours – a personalized reality shaped by the mysterious forces of algorithms that decide what you see online. But have you ever wondered why your feed looks nothing like your friend's, despite similar interests?

Matt Watts' fascinating podcast Watts On Your Screen explores this digital divergence through conversations with people navigating their own algorithmic experiences.

For independent creators like Matt, platforms supporting Podcasting 2.0 features offer exciting possibilities. The discussion explores how features like chapters, transcripts, comments, and the upcoming Alternate Enclosure tag for video create richer listening experiences while keeping content within the open podcasting ecosystem. We also examine publisher feeds within TrueFans that help independent creators with multiple shows increase discoverability without sacrificing their independence.

Also discussed in this episode:

• What is an independent creator? Claire shares her criteria.
• How podcasters can use the Podroll feature and Publisher Feeds to aid discovery.
• What is the Alternate Enclosure and how can it be used?
• What does Podcast Standards Project certification actually mean?
• Wider support for the Funding tag.

What strange rabbit holes has your algorithm sent you down? We'd love to know what unique content appears on your screen that others might never see. Share your experiences in the comments on TrueFans.

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Highlighting the ways independent creators can connect with audiences and potentially monetize their work while maintaining creative control, join us this week for inspiration and practical guidance for envisioning – and manifesting – your creative potential over the next decade.

In this episode, award-winning podcaster Tricia Duffy reveals how long-term planning can transform your creative life right now.

Tricia tells Claire how her podcast, In Ten Years Time: How to Live a Creative Life, grew from personal voice recordings into a research-driven show that's garnered two awards in its first year. She explains her commitment to making creativity accessible to everyone through free planning templates, rejection trackers, and other practical tools that help listeners reimagine their creative futures.

We discuss Tricia's meticulous production process – from rigorous research of psychological journals and academic studies to working with a producer who challenges her thinking. Rather than producing weekly content, she focuses on three high-quality seasonal series per year, each exploring different aspects of creative living, such as overcoming challenges, amplifying creativity, and maintaining creative momentum.

In this episode Sam and Claire also explore practical aspects of podcast monetization, with Sam highlighting how Podcasting 2.0 features in TrueFans allow for streamlined listener support and event promotion, and discuss Netflix's entry into the podcast space, contemplating what this might mean for independent creators.

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What makes a podcast valuable? Is it immediate popularity, or something deeper? "Every podcast you create will exist for many years to come," observes Clayton M. Coke of The Cashflow Show podcast, highlighting the lasting significance of podcasting as a medium that creates permanent records of our conversations and ideas.

Clayton reveals how he uses his platform to interview business owners about their successes, failures, and personal interests, but his most compelling point centres on creator compensation – why should podcasters provide their platforms as free promotional vehicles when PR teams are being paid to pitch guests? This conversation challenges the status quo and advocates for proper valuation of podcasters' work.

We also look at some of the practical aspects of the TrueFans platform, with Sam explaining how the funding tag works to create sustainable income streams for independent creators. This feature allows listeners to set monthly budgets that automatically distribute micropayments to their favourite podcasters with each new episode – creating a fair exchange of value between creator and audience.

In this episode Sam and Claire highlight a number of valuable resources for independent podcasters including newsletters like Eurowaves, Ear Worthy, and Podnews.

We also spotlight AMPD Studios in Cape Town, South Africa – a remarkable free podcasting hub founded by Jon Savage that provides recording facilities, equipment, and support to podcasters of all experience levels. This community-focused initiative now faces potential closure after losing a major sponsor, highlighting both the power and fragility of creator support systems.

Whether you're a seasoned podcaster or just getting started, this episode offers insights into creating lasting content while building sustainable creator-audience relationships.

This episode discusses:

• Why podcasters should be paid for their work, especially when providing promotional value to guests
• The funding tag and the TrueFans support mechanism that allows podcasters to receive micropayments from listeners
• How comments and feedback create meaningful connections between podcasters and listeners
• The podcast blogs and newsletters — such as Eurowaves, Ear Worthy, and Podnews – that provide valuable industry resources
• Other useful podcasting resources, including The Future of Podcasting and podcasting2.org, that help creators understand and implement Podcasting 2.0 features
• AMPD Studios in South Africa offers free recording facilities for podcasters but needs financial support

Ready to support independent creators? Download the TrueFans app today and start streaming value directly to the podcasts you love.

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