Mon­e­tiz­ing pod­casts

Arkansas Democrat-Gazette - - ONLINE EXTRA -

Pod­casts aren’t quite main­stream — fewer than one in five Amer­i­cans lis­ten to them at least once a week, ac­cord­ing to Edi­son Re­search and Tri­ton Dig­i­tal. But Spo­tify is bet­ting they’ll hit the big time soon enough.

In one of the big­gest pod­cast wa­gers to date, the mu­sic-stream­ing ser­vice snapped up Gim­let and

An­chor, which re­spec­tively make pod­casts and pro­vide pod­cast­ing-mak­ing tools and host­ing. To­gether, the two com­pa­nies are re­port­edly val­ued at around $350 mil­lion

— more than the pod­cast­ing in­dus­try’s es­ti­mated 2017 ad rev­enues of $314 mil­lion. The

In­ter­ac­tive Ad Bureau and PriceWater­house­Coop­ers fig­ure that sum will reach $659 mil­lion by 2020.

The vast ma­jor­ity of pod­casts are avail­able al­most ev­ery­where. Ap­ple of­fers more than 500,000 pod­casts through its iPhone app. Spo­tify is sec­ond, with Over­cast and Stitcher fol­low­ing. But only about 7,000 pod­casts carry ads, ac­cord­ing to the ad place­ment firm Mag­el­lan.

An­a­lysts Jus­tine and Olivia Moore of the ven­ture cap­i­tal firm CRV say pod­cast ad mar­ket­places have only just ap­peared, so most U.S. cre­ators who want to get paid so­licit con­tri­bu­tions di­rectly from con­sumers via Pa­treon. It claims to serve more than 2,000 pod­cast­ers.

Newspapers in English

Newspapers from USA

© PressReader. All rights reserved.