a16z Podcast Market Overview

Audience size Five Types of Podcast Publishers Publisher Profile Media Companies with Podcast Efforts Podcast-Only Production Companies Large Indies Non-Media Businesses & Non-Profits Hobbyist Creator © 2019 - Andreessen Horowitz Description Larger media companies with a variety of content formats (broadcast radio, newspaper, magazine, etc.). Monetizes podcasts primarily through ads; podcasting can also grow other monetization channels like circulation revenue Podcast production studio creating its own content and distributing on other listening platforms like Apple Podcasts or Spotify. Monetizes mostly through ad revenue, increasingly licensing to TV/film, exclusives with listening platforms Personality-driven talk shows with celebrity/influencer host. Monetizes mostly through donations, ads, and merchandise. Goal behind podcasting initiative is largely brand-building / marketing, rather than driving revenue. Often reliant on working with 3rd party studios to produce content Any individual creating and posting content. Often unmonetized. Examples iHeartMedia (Stuff Media), The New York Times, NPR, Slate, The Washington Post Wondery, Gimlet, Cadence13, WaitWhat Joe Rogan, Sam Harris, Tim Ferriss, etc. Non-profits: Brookings Cafeteria, Tiny Spark, Cold Call (HBS) Businesses: a16z, Duolingo, The Growth Show (Hubspot) Many small creators Median podcast episode has 124 total downloads per episode (Libsyn) 30

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