What if monetising a podcast was simpler than the usual laundry list of tactics suggests? A new model called the Three As breaks earning potential into three clear paths:

• Audience, which includes supporter perks and light ads
• Authority, which covers coaching, courses, and specialist services
• Assets, which includes books, products, and affiliate income

The aim is to choose the route that fits your show’s size and purpose rather than copy the strategies used by giants.

Elsewhere, recent Independent Podcaster survey results show creators splitting into two broad groups. Audio-first shows follow flexible production routines, while video-led podcasts often feel the pressure of weekly uploads from platforms like YouTube. These differences show up in formats, production time, and a growing worry that video’s rise could narrow the types of stories podcasters feel able to make.

There is also a look at the event season ahead and how to get more from it. The focus is on going in with clear intentions, using the space to meet potential guests, and treating each venue as a chance to make connections rather than sit through panels all day.

The episode ends with practical studio advice. Creating depth behind you, shaping your light, and mixing fixed and angled shots can all lift your visuals without expensive gear. A bit of planning and a thoughtful layout often matter more than the camera you use.

Podcraft is brought to you by Alitu and The Podcast Host

In this conversation, Colin sits down with Craig Hewitt, founder of Castos, to discuss the shifting landscape of content creation. Fresh off completing a 100 Days of YouTube challenge, Craig shares why he chose video over podcasting during that time, what he learned about platform growth, and the powerful truths about podcast numbers versus engagement (where podcasting still shines!)

They explore the convergence of audio, video, and email platforms, the challenges of monetization in podcasting, how AI is reshaping content workflows (without replacing creators), and why a few hundred engaged podcast listeners might be more valuable than 100,000 YouTube views.

Craig Hewitt - Founder of Castos, a podcast hosting platform. Recently completed 100 Days of AI on YouTube, growing from 250 to 11,000 subscribers. Find him at Castos.com or search "Craig Hewitt" on YouTube.

[00:00] Introduction & Catching Up

[02:15] Has Podcasting Changed More in the Last Year?

[05:30] What is Podcasting in 3-5 Years?

[08:45] Craig's 100 Days of YouTube (And No Podcasting)

[12:20] The Convergence of Content Platforms

[16:00] Product Development: When to Expand vs Focus

[20:45] Spotify as a Video Platform

[25:30] Exclusive APIs and Platform Access

[30:15] What Really Matters in Podcast Software

[35:00] The Monetization Challenge

[42:30] AI in Content Creation

[48:00] Building AI-First Products

[52:15] Craig's AI Learnings from 100 Days

[56:45] Growing on YouTube: Concept is Everything

[62:00] The 800 vs 11,000 Paradox

[66:30] Small Audiences, Big Revenue

• Platform choice matters: Optimize content for one channel rather than trying to make everything work everywhere
• Engagement beats reach: A few hundred loyal podcast listeners can be more valuable than 100K YouTube views for certain business models
• AI is a tool, not a replacement: It amplifies human capability but requires strategic implementation
• Concept is king on YouTube: Title, thumbnail, and mass appeal trump production quality
• Podcasting works best for: Coaches, consultants, and anyone with high-ticket offerings and existing audiences
• The industry irony: Even podcast hosting companies prioritize YouTube and blogs over their own podcasts

• Castos: https://castos.com
• Alitu: https://alitu.com (podcast editing and hosting)
• The Podcast Host: https://thepodcasthost.com
• Craig's YouTube: Search "Craig Hewitt Castos"
• Creator Hooks: https://creatorhooks.com (mentioned for title/thumbnail generation)

"For certain types of people in certain situations, a podcast is by far the most valuable kind of marketing real estate they can have. The rub is that's not everyone or even most people." - Craig Hewitt

"If you have 1,000 podcast listeners, you might convert 500 of them, but if you have 10,000 YouTube watchers, you might still only convert 500 of them." - Colin Gray

Subscribe to PodCraft for more conversations about running a successful podcast in today's evolving content landscape.

Our Indie Podcasters Report shows that once production goes past six hours, audio-only creators are the ones spending the most time in the edit.

But why?

The answer goes beyond workflow. Audio culture has always valued clean mixes, careful pacing, and detailed sound design, so creators tend to polish every moment. Video makers often move faster by embracing jump cuts and a simple top, tail, publish routine.

That doesn't mean video is the easier path. It brings its own challenges, from codec issues and lighting problems to huge file sizes that slow everything down.

In the end, this isn't a contest between formats. It is about understanding the differences so you can choose the approach that suits your skills, your time, and your goals.

We also put our heads together to try and flesh out a USP for Colin's new podcast, discuss gear-related accessibility issues, and look ahead to the upcoming Black Friday deals season.

Also Mentioned

• Alitu: The Podcast Maker
• Tella
• aiCarousels
• Genspark
• Black Friday for Podcasters
• Seedpace Kids Audio Player
• The Podcraft Academy