a16z Podcast Market Overview

Monetization Mechanisms (1/2) Examples Ads & Sponsorships Many ads and sponsorships are set up via podcasters and advertisers connecting manually--e.g. through email or web forms ● Midroll (acquired podcast platform Stitcher, acquired by Scripps) is an ad network with 200 advertisers and 250 podcasts with 80M dl/mo ● AdvertiseCast is an ad network with 30M+ monthly listener reach, 1500 podcasts Anchor Sponsorships connects podcasters with brands and is the "first and only podcast advertising platform open to all podcasters and sponsors of all sizes, regardless of how many plays a show gets, or the size of a marketing budget" Source: Company websites as of 5/2019 2019 - Andreessen Horowitz Donations/Tipping According to NPR, 1/3 of public radio revenue comes from individual donations Podcasters use 3rd party platforms including Patreon, PayPal, Venmo, etc. to accept donations. Patreon has over 13K podcasters using the platform. Anchor lets users pledge donations to creators at level of up to $10/mo Himalaya has donations/tipping as a feature. In China, Ximalaya has a tipping feature on a per-creator or per-episode basis RadioPublic has tipping feature inside its listening app: fans can tip any amount up to $100 (for a single donation) in the RadioPublic app which goes to creators ● ● Paid Content Paid content for spoken word audio has precedent in audiobooks ● Acast sells "Show Passes" to certain shows for premium, exclusive content ● Audible Audio Shows can be purchased per series or episode ● True Crime Garage released a bonus episode on iTunes for $2 in June 2017, which rose to #1 on iTunes charts ● Breaker Upstream allows podcasters to charge on a per-episode basis, or subscribe to a show 40

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