a16z Podcast Market Overview

Monetization Mechanisms (2/2) Examples Branded Content Gimlet collaborated with Ebay, Virgin Atlantic, and Microsoft to produce custom shows The Mission has created branded content with Salesforce, Katerra, Vemo Education, etc. Source: Columbia Journalism Review 2019 - Andreessen Horowitz Subscription/Membership Subscription for spoken word audio is still largely unproven in the US (except audiobooks) ● ● In China, subscription access for a collection of audio shows (Ximalaya VIP content; also offers a la carte purchases of audio books/shows) ● Stitcher Premium, which provides ad-free listening, 40 original shows, and early access to popular podcasts Gimlet members get access to exclusive content and access to a Slack community for $1 lifetime Serial Box combines subscription & paid purchases for audio stories Luminary Media, which launched April 2019, charges $8/mo for access to exclusive content (also has free listening experience for non-exclusive content) ● ● ● ● Other Foundation support Live events (e.g. My Favorite Murder, a popular true crime podcast, has been on tour with sold-out venues across the US) Merchandise (NPR Planet Money t-shirt reportedly sold over $625K) Licensing deals to other content formats, e.g. movies/TV 41

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