So what do you see for the future of podcasting? I mean, we've already covered the future of the magazine, but what do you see for the, for the platform itself, the medium itself? Yeah, I think you're going to continue to see growth, certainly from an ad standpoint.
Although I will say that people are going to have to get a lot smarter and more strategic in terms of their approach to advertising as a show host, as a show owner, because you're starting to already see a lot of ad burn, just folks are kicking back pretty hard on that. So I think the advertising rates will go up pretty substantially, especially on the larger shows, because the number of ads that run will have to be reduced pretty significantly.
You just can't keep the run rate that we've been at. There's just too much, there's too much resistance there. And so, and so to that end, I think you'll continue to see the growth of ad free opportunities. So networks that charge a premium for ad free access to their shows. And no doubt that you'll continue to see subscribers growing in that paid weight in the same way that Disney, you know, just, I mean, they're over 230 million subscribers now just past Netflix.
And I will be able to date stamp on this interview. And, but they were smart about it because they understand that consumers willing to pay a little bit more to have access to the content that they want and, and pre-content is something that, that people clearly want. So, but the third, the third thing I would say here is, is not great. Which is that you're going to see the rich get richer and the poor disappear. And there just will be very little middle ground.
And so the, you know, the bigger shows will continue to get bigger. And the smaller shows will ultimately disappear because they're not, it's not sustainable unless you just absolutely love what you're doing. And you're doing it absolutely because you don't care about the money. You know, you'll, you'll have some longevity, but, but your growth is going to be pretty minimal.
So it's, it's, it's scary in terms of what's happening there, but to, to break into the charts, the Apple charts, not, you know, not our chart, you know, because vote and you can get on our chart there, but, you know, to break into a top 10 of Apple, top 100 of Apple, almost impossible.