Earlier this year Spotify paid a reported $230m for Gimlet - a US Podcast business. It was a jaw-dropping valuation by any standards. However there’s no question that podcasting continues to grow - both in terms of audiences and content. More and more talent is turning to the medium to tell stories and reach audiences direct. Audible, Spotify and the BBC are pushing into the market, as are numerous advertisers. We explore how podcast ideas can get to market, the different funding models and what audiences they can reach.