Why Podcast Networks Should Buy These independent Podcasts
Two of the most popular podcasts began as independent podcasts -- Joe Rogan and Call Her Daddy. Rogan, who began his show in late 2009, grew his show organically, while Call Her Daddy benefited from an early acquisition by Barstool Sports and then a 2021 deal with Spotify.
It will be no surprise to any reader of this article and regular podcast listeners that an independent podcast that is either acquired by or signs a deal with a large podcast network is propelled toward fame and fortune, with this deal/acquisition being the tipping point.
Less visible examples are Science Vs, an Australian Broadcasting Service podcast that Gimlet acquired in October 2015. The show, now owned by Spotify, which sent Gimlet to the trash heap, is one of the most popular shows in the Spotify stable.
Switched On Pop was a successful independent music podcast. Co-hosts Charlie Harding and Nate Sloan hit gold in February 2019 when Vox Media acquired the show. It is consistently one of the most popular shows in the Vox portfolio.
My point is that the acquisition of independent podcasts by large podcast networks has somehow slowed to a turtle’s pace.Â
Why is that?
After all, there are thousands of quality and unique independent podcasts that cover topics that either combine genres or are so idiosyncratic (
Another F*cking Horror Podcast, Surfing Corporate, Salad With A Side Of Fries, 6 Degrees Of Cats, "Fine" Dining, and Feed The Queue) that the show is one of those rare unique concepts. It's a unicorn that attracts attention, has a loyal listener base, and is poised to cross Gladwell's tipping point.
The answer to why large podcast networks aren't purchasing more independent podcasts is what we'll discuss today.Â
Although people today embrace sound bites, short social media posts, and conspiracy theories, we will attempt a more comprehensive answer.Â
First, the advent of celebrity culture in podcasting has shifted podcast network resources to developing and producing celebrity podcasts. You can't blame them. After all, like the surety of movie sequels, podcast networks know that a celebrity has a built-in audience. Rewatch podcasts for a particular TV show have a nearly ironclad return on investment because listeners/viewers already follow the celebrity and were faithful to their TV show—NCIS, Psych, Parks And Recreation, The West Wing.Â
Second, large podcast networks can basically "copy" the format of an innovative independent podcast and, with their extensive resources, make their show popular, while ironically, the independent podcast that developed the concept seems like a copycat show. Don't think that's happened before? To prevent any legal action, I will refrain from specific examples. However, just do a search on any BEST OF podcast genre category, and you will find a network of podcasts that came after the original "indie" show.
Third, large podcast networks are reenacting the cable TV strategy (which has failed miserably) and decided to ignore independent podcasts, hoping and praying that lack of monetization will squeeze them out of the marketplace. Look what happened when Netflix went from DVDs to streaming. The cable networks ignored Netflix like a herd of wildebeests ignores a pride of lions circling them. Netflix -- and other streaming services -- have devoured so much of the cable network infrastructure that Comcast recently announced that it was spinning off its cable networks like Oxygen, E, and Golf Channel. The white flag has been waved!
Fourth, even smaller more niche podcast networks seem territorial on content, refusing to consider a purchase of an indie podcast that fits their network strategy. What about networks like Earwolf? AudioBoom? Vox? PodcastOne? All Things Comedy?Â
Take, for example, Salad With A Side Of Fries. A successful independent health and wellness podcast that just celebrated its fifth anniversary. It has a loyal following, solid listener numbers, and a stable ad base. Why wouldn't the Evergreen Podcast Network acquire it? It specializes in health and wellness podcasts. Or Dan Harris's Ten Percent Happier podcast group? Wouldn't Salad...host Jenn Trepeck be "ten percent happier" if Dan Harris acquired her show?
How about Surfing Corporate or How To Leverage Your Podcast on the HubSpot Podcast Network? Why isn't "Fine" Dining or Another F*cking Horror Podcast on the Earwolf Podcast Network? Why isn't The Life Shift or 6 Degrees Of Cats on Radiotopia?Â
Fifth, there are not many advocates for independent podcasters other than independent podcasters. There have been half-hearted attempts to hand out awards to indie podcasters, but that effort needs more muscle behind it. In the United Kingdom, there is an entire Independent Awards infrastructure and an awards event. We need that.Â
Also, most marketing companies work for the large podcast networks. Kudos to a marketing company like Tink Media that's not afraid to take on the giants by working with indie podcasters. That company has been single-handedly responsible for creating a self-sustaining atmosphere for numerous indie podcasters. I've never met the Tink people, but through my interactions, I sense a passion for podcasting that drives the company. They're not doing it just for the money, but for their client and the industry as a whole.
Finally, there are plenty of quality shows on the large podcast networks. No doubt about it. But take a closer look of those shows. There are the interview shows that try to copy Joe Rogan? There are the true-crime shows that try to duplicate Serial? There are the comedy shows that try to emulate Conan O'Brien?
It's essentially more of the same, with different faces in different places. Want a unique show? How about a show about poop? Someone's In There. How about a show about teachers as mentors? Art Educators Save The World. How about a show that will scare the crap out of you? The White Vault.
How about a show that goes back 200 years to explain how a specific war occurred? Why Wars Happened. How about a show about the proliferation of conspiracy theories? Conspiracy, She Wrote.
How about a show that is your Swiss Army Knife in the Corporate world? Surfing Corporate. How about a show that dispenses valuable life information in about a minute? Arielle And Ned's Daily Tips.Â
I could do this all day. The podcasts on "top" lists in your podcast feed do not come remotely close to offering podcast listeners the "best" shows because those lists are often just the network-supported shows. It's like doing a Google Search. The returned results better reflect the company that paid for the best SEO, not the results that fit the search parameters.Â
For older readers, remember visiting a Blockbuster store, and it would have a list of favorite movies based on the staff's input. More often than not, that list would contain hidden gems that the customers had never heard of—small, independent, low-budget films. Quite often, the films were a joy to watch. That's the same feeling I get when I find an indie podcast with little visibility. When I listen to it, I get that same euphoric feeling.
Let me end with this. Two of the absolute best interview podcasts are independent shows you've probably never heard of -- Kelly Corrigan Wonders and Preconceived. Try them.Â
Your ears deserve more.Â
Don't settle. Go wild. You know, play it by ear.
Thank you. Your message is necessary, the breadth and depth of your examples piques my curiosity, and any shout-out for The White Vault is a good one.
Great overview as always, mate, and I feel part of the issue is like you say - too many big networks (and platforms) are simply looking at the celebrity, and the big push from those. The problem is, many of these celebs don't know how to podcast, and it tells, even when they have a big production team helping. So listeners don't flock to that show, or they drop off soon after, and then the viewpoint becomes "well, podcasts don't work, where else can we look?". Missing the issue altogether.
Networks also need to be more proactive at communication - I reached out to two networks about 5 Random Questions, and got total radio silence from one, and then ghosted by the second after an initial response.
I get the show might not be a fit, but at least have the decency to either respond, or close the conversation down properly. No wonder podcasters feel it's an uphill battle trying to gain traction.