Follow the Money: Spotify’s Payouts, The True Crime Cruise, and Indie Podcasters

The Media Roundtable is back! This week, we’re following the money through the eyes of industry players and creators alike.

Giles Martin (EVP, Strategy, Oxford Road) hosts fellow Agents of Influence Hilary Shafer (VP, Podcast and YouTube Influencer, Veritone One), Bart Roselli (SVP Growth, Veritone One), and James Ingrassia (EVP, Client Service, Oxford Road).

The team is talking: Spotify’s Payouts, the True Crime Cruise, Indie Podcasters, and more. Let’s dive in.

"You can't get a more captive audience than an audience on a cruise.”

Spotify’s Billions 💸 - Spotify’s taken heat for underpaying artists, but they’re pushing back, saying they’ve paid out $10 billion to rightsholders in 2024. If artists aren’t getting enough, Spotify argues that’s a contract issue. A few thoughts: 

1. We’d love to see what that $10B number would be if you excluded the Taylors, Drakes, and The Weeknds. 

2. Artists need to sustainably monetize their work. If not through streaming, creators must find other ways (merch, touring).

All Aboard the True Crime Cruise 🛳️ - Need more evidence of the power of audio? In 2026, Wondery and Sixthman are hosting a True Crime Cruise with top true crime podcast hosts, murder mystery events, and a crime-solving immersive theater. It’s a new part of the monetization cycle when cruises become profitable for podcasts. This also speaks to the deep and passionate connection listeners have with hosts, especially in the true crime genre. Will there be branding opportunities? We’ll be on the lookout for clues. (Professor Plum on the promenade deck).

Indie Podcasters–Still Crushing It 💪 - A few major podcast publishers have consolidated power over the last few years and grabbed headlines. So where are the indie podcasters? Still here and thriving. The keys to success include flexibility and multiple revenue streams (Patreon, host ads, subscriptions). A tip for CAOs: Working with independent creators can give you a level of access and speed that’s hard to match, along with dedicated fans. 

For more insights into this week’s big money moves, tune into the full episode below.

Bianca Gorodinsky