a16z Podcast Market Overview

Drivers of Low Podcast Monetization ● Lack of monetization tools on dominant platform With Apple Podcasts, brands and podcasts have to connect off-platform Other podcast platforms have launched monetization programs to solve this (e.g. RadioPublic's Paid Listens platform) Long tail is not monetized O Most advertisers only work with podcasts that have 50k+ monthly downloads Ad delivery unclear O For live read ads & server-side delivered ads, downloads is used to proxy delivered ads, but not all downloads are played Client-side delivered ads is impossible to implement with most podcast players Detailed listener data not available Apple only gives basic data on listeners, devices, and time listened per session Lack of precision targeting like on YT and FB © 2019 - Andreessen Horowitz 46

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