Podcast monetisation and remuneration Balancing creator and platform needs
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20,000 foot view: Audio platforms traditionally monetise through advertising and, to a lesser degree, listener subscriptions. However, with the rise of the creator economy and more creators entering the podcast space, platforms must bulk up their offerings for creator monetisation as well. This is because they are not only battling for listeners, but also for creators to supply the entertainment for those listeners. As the creator economy continues to grow and an economic recession looms, podcast platform success will depend on how well platforms can balance their own monetisation strategies with creators’ own remuneration needs.
Key insights:
- The podcast platform is the bank that pays podcast creators regardless of affiliated audience platform. Thus, the is the gateway to creators
- Apple and both introduced creator subscriptions in services, reflecting growing demand for among audio creators
- Podcasts can cross promoted for audience platforms other divisions, such as hardware Amazon, Google) and access to listeners (iHeart, SiriusXM)
- Audio creators both direct (advertising, listener subscriptions) indirect (merchandise, public speaking) revenue These resources are fragmented across variety of platforms
- Audience platforms integrate indirect monetisation tools to to creators and expand their opportunities, such as merchandise shops
- Podcasting has yet reached mainstream penetration, indicating this is only the beginning its monetisation potential
- The economic could decrease both platform and subscriptions, slowing the market’s growth making ad-supported models even more
Companies and brands mentioned in this report: Acast, Amazon, Amazon Prime Video, Anchor, Apple, Apple TV+, Audible, Brittany Broski, Buzzsprout, Chartable, Conan O’Brien, Freakonomics, Google, iHeart, Jack Harlow, Joe Rogan, Lisbyn, Luminary, Patreon, Paypal, Podchaser, Podsights, Simplecast, SiriusXM, Shopify, Spotify, Spotify Car Thing, Spreaker, TikTok, Megaphone, YouTube