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I don't know if this will happen anytime soon. I think there are two main problems: 1. As the article mentioned, there is a lot of growth with advertising here

I don't know if this will happen anytime soon. I think there are two main problems: 1. As the article mentioned, there is a lot of growth with advertising here. Until that starts to taper off the "big" players in the podcast market (either creators or networks) will be hesitant to sign those types of deals. When they keep getting more advertising dollars it seems silly to move over to a Spotify like system. 2. Smaller players (often independent creators) are less organized and harder to get into that sort of system. This was not a problem for Spotify, or other streaming services, because the music industry had a well established Artist -> Label setup that does not exist for huge swaths of the podcast market.

Eridrus 9y ago
So, I would expect podcast ads to be roughly comparable to Spotify ads and, for Spotify, paying subscribers bring in 3x more revenue than those who get ads. And for me podcasts are a direct substitute for music, in that I listen to them on the train when I would otherwise be listening to music. I see your point about onboarding. I wonder if one of them could just ingest all the podcasts on the internet, strip out ads and collect revenue for them, and then offer them a way to claim the revenue and/or opt-out.
- scarface74 9y ago
  The Talk Show by John Gruber and Accidental Tech Podcast are probably two of the most popular Apple centric podcasts but in the grand scheme of things are both pretty niche. They have rates between $5500-$6500 per read and do three ads per episode. I doubt they would make $21000 per episode on Spotify. The CPMs for podcast are currently much higher than any other type of media besides video. They were both charging those rates before the "podcast boom".
  - Eridrus 9y ago
    Accidental tech claims 75k listeners on average per episode, which brings them to about 7 cents per impression, or a $73 CPM, which is about 6x what Spotify charges. But accidental tech is a 2 hour podcast, in which time they run 3 ads, but Spotify probably runs at least 12. IMO the biggest challenge is not going to be finding the money to pay them, but negotiating with musicians who may not be happy dividing up the pie.

Eridrus 9y ago

So, I would expect podcast ads to be roughly comparable to Spotify ads and, for Spotify, paying subscribers bring in 3x more revenue than those who get ads. And for me podcasts are a direct substitute for music, in that I listen to them on the train when I would otherwise be listening to music. I see your point about onboarding. I wonder if one of them could just ingest all the podcasts on the internet, strip out ads and collect revenue for them, and then offer them a way to claim the revenue and/or opt-out.

scarface74 9y ago
The Talk Show by John Gruber and Accidental Tech Podcast are probably two of the most popular Apple centric podcasts but in the grand scheme of things are both pretty niche. They have rates between $5500-$6500 per read and do three ads per episode. I doubt they would make $21000 per episode on Spotify. The CPMs for podcast are currently much higher than any other type of media besides video. They were both charging those rates before the "podcast boom".
- Eridrus 9y ago
  Accidental tech claims 75k listeners on average per episode, which brings them to about 7 cents per impression, or a $73 CPM, which is about 6x what Spotify charges. But accidental tech is a 2 hour podcast, in which time they run 3 ads, but Spotify probably runs at least 12. IMO the biggest challenge is not going to be finding the money to pay them, but negotiating with musicians who may not be happy dividing up the pie.