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I've been thinking for a while that the podcasting business is ripe for disruption in terms for revenue models. From my understanding, podcast creators have to
by glenvdb 7y ago
I've been thinking for a while that the podcasting business is ripe for disruption in terms for revenue models.
From my understanding, podcast creators have to track down and get potential sponsors to sign on (if you're lucky and already have a big audience maybe they come to you). Then you splice in the audio of their ad into your podcast.
Whereas I've thought that an easier model for everyone would be to have an ad service that automatically serves ads into your podcast. Similar to how web site advertising currently works. As a creator you simply tag locations in your podcast where you want ads to appear and the duration of the ads. You also give the ad service a set of key words it uses to serve the most relevant ads to listeners. No chasing money and negotiating payments. Just sign up to the service, tag the audio stream, and provide relevant keywords.
An argument against this way of using ads in podcasts is that you lose control over the content and quality of the ads. I think we've all seen the broad range of quality in ads seen on websites...
The other revenue model is a packaged subscription model through some kind of syndicate. It's difficult to get people to pay for a single podcast, but if you packaged up a few under a small monthly fee maybe keen podcast listeners would be more willing to pay. Could be a good way to capture people who want an ad free experience, but don't want to pay for each podcast individually.
Perhaps I'm not aware and these models have been tried already?
- masklinn 7y ago> I've been thinking for a while that the podcasting business is ripe for disruption in terms for revenue models. Don't worry, your widely known ideas for making podcasts bad have already been considered and implemented. > Perhaps I'm not aware and these models have been tried already? Yes. The former is DI / DAI through podcasting platforms (rather than the more artisanal and self-hosed podcasts, whether it's baked-in or DI). The latter is subscription platforms like Acast Access, Spotify (which bought several podcasting studios like Gimlet and Parcast) or Luminary, or "premium podcasts" features (with either subs or one-off buys).
- glenvdb 7y agoSpotify bought Gimlet? Wow. I haven't listened to podcasts for a while. Sounds like a lot has changed.
- scarface74 7y agoGimlet has become NPR lite. Overly scripted, no spontaneity and everything is over produced.
- dest 7y agoDynamic ad injection is done by several actors, including https://www.adswizz.com/ https://www.adswizz.com/ Example of podcast subscription to listen ad-free https://www.stitcher.com/premium https://www.stitcher.com/premium For radio shows https://tunein.com/premium/ https://tunein.com/premium/
- swebs 7y agoThat would be great, since I can just block those ads with a host file change.
- masklinn 7y agoDAI already exists and is performed server-side (usually badly). Outside of walled gardens, podcasting clients are unlikely to provide ad-hoc client-side support for ad-splicing.