You’re probably a bit hung up on the term.
At this point Podcast is just a pre-recorded, web bound talk radio.
Even originally the term was an Apple marketing thing, the “pod” part comes from the iPod. And you were downloading MP3s from iTunes, and only iTunes. The RSS approach, and other players that could pull it, was about breaking the market off of the iTunes monopoly.
If Phil Hedrie was doing it via website in the 00’s that’s what that was about. It was not uncommon at the time for people who were eyeballing Apple skeptically.
Apparently iTunes is still the top distribution platform, or at least their charts and subscription mechanics are core to building an audience and establishing ad rates.
Part of the thing with Patreon, and it’s not the automatic good many think it is. Is that there has been very little money in podcasts until recently.
Even on a prominent network that brings ad revenue and has paid subscriptions or pay what you want setups. Not enough money comes through that to pay too many people all that well.
It’s usually enough for the people who run the network, and a few core employees. Like a producer or two.
But even very successful hosts aren’t going to make a living off it. They need that separate stream through Patreon.
Smaller Creators can cobble together something from an avid, small audience.
But there’s a reason most of the people in the field are doing it as part of an overall hustle. They’re all working journalists, comedians, performers.
Even some one like Jesse Thorn who runs one of the biggest and most successful podcast networks. And hosts some the biggest podcasts running.
He’s still working for NPR, he still has Put This On as totally separate operation.
I know people who have worked for some very big podcasts and networks or studios in the space. As writers and producers.
And even if you’re doing that work for multiple shows, regularly. You’re not going to really pay rent if it’s your only job. You really need to be on air and have multiple revenue streams with a following of your own to work it.
That’s changed a bit the last 5 years or so. Ad rates have come up a bit, audiences have grown. Such that some can do it as a full time job even without Patreon. And bigger podcasts and networks can often fairly pay core production staff.
Which is where we get the gold rush.
No podcast brings in enough ad revenue to justify the contract prices companies are paying. Most of the deals aren’t for exclusive distribution or subscription only. They’re tying these things into their ad network. And ad rates are a fraction of even what YouTube videos would pay.
But big media sees a potential down the road. And it’s an attempt to build out these ad networks so they can a corner on the online ad thing that Google and Facebook haven’t monopolized.
A lot of people who have taken these deals have explained them as finally having an opportunity to make money off what they’re doing. Or allowing them to get employees health insurance and what have.
Less “i get to do this full time”, than “these 12 people can finally have one full time job”.
So it’s not just a big check for owners, it’s production budgets and fair ad rates for being on the network. With companies competing to sign practically any podcast with a following or network or studio with a bunch of content. It’s finally driving those ad rates up.
I’m not sure if it’s ever been fixed?
But if it’s humorless and shouty like Alex Jones…naaaah.
