Acquisitions, consolidation, and subscriptions in the podcast marketplace

MONEY

Monetization models in podcasting, why a $40M investment was made in a subscription service, why public radio stations banded together to buy an open platform, an interview with Hilda Labrada Gore of the Wise Traditions podcast on how she crossed the 1 Million download milestone, and headlines from top news on podcasting and on-demand from Podnews…

  • Consolidation in the podcast marketplace
  • How Pocket Casts and Luminary Media are heading in opposite directions
  • Luminary Media’s walled garden subscription approach
  • Can a paywall protected podcast player succeed?
  • How paywalls might be working in kids and comedy podcasts, going for rich and deep experience play
  • Why advertising may not be the future of monetization for podcasts
  • Advertisers counted on evergreen presence, but with programmatic advertising that ends up being taken away
  • Mixcloud receives $11.5M, and what that means
  • Accuracy in subscription-based platforms, splitting revenue stream up proportionally, how these are complex issues
  • Major players skewing revenue results for smaller artists improperly diluted
  • A lot of new money in the space, people seeing money on the wall, people throwing money at things that seem familiar
  • Gimlet becoming more of a media company
  • “Alex Inc.” TV show cancelled, how it is a commentary on actors vs. concept, seeing meta conversations about podcasting so not necessary play with wider audience, why the space may not be mature enough to have self reverential content
  • Can anyone make a subscription model work for a $40M investment?
  • How the cost of acquisition will climb

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In this episode:

Are podcasts a medium of opportunists or thoughtful content creation?

gold mic

Why podcasts, advertising, and podcast players need to change to grow listenership — plus an interview with Dave Jackson of School of Podcasting, and headlines from podcasting and on-demand from Podnews…

  • The impact of the recent podcasts stats on listenership from Edison research report
  • More monthly actives than Twitter
  • The number of people engaged, listening
  • A lack of differentiating content impacting the growth rate of podcast listenership
  • The need to recapture the people not showing interest in listening to podcasts, requiring reengaging and retraining
  • Are the importance of podcasting and where you can listen to podcasts both shifting?
  • The way people are listening has changed, as radio is also shifting and changing
  • More podcasts are listened to in the car than satellite radio
  • Why we have not reached a saturation point with podcasting
  • How podcast consumption habits are similar to radio without skipping sponsorships
  • A rich audio experience will allow ads
  • Listeners have been prove to take action because of call to action in a podcast player
  • Long-form audio and the willingness of audience to consume ads
  • Content partnerships, giving the listener what they need for their life in return for mindshare as the next level of advertising
  • A push to native content in podcasts
  • Where trust starts, stops, and breaks with advertisers and shows
  • Do ads that are long form shows break trust similarly to influencers who hock clothes and don’t report it
  • The challenge of how to activate Americans who don’t listen and the people who tried podcasts and denied it is not for them
  • Are podcasts a medium of opportunists? Or thoughtful content creation?

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In this episode: